Taking a Bite Out of Branding: How to Create Your...

11/13/2014

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Taking a Bite Out of Branding: How to Create Your Authentic Brand to

Promote You and Your Program

LIVE Webinar

Presented by Liz Goodgold with guest Karen Dietz

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#BetterBranding @lizgoodgold

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Branding is Personal

• First interaction determines future results

• Warmth and competence build relationships, trust & donors

• You are the brand ambassador

• First line of interaction

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The 30 second infomercial is dead!

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Say

Good-bye

to the

“Elevator”

Speech

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Why a 7-second Hook?

• Get remembered

• Get rewarded

• Get donations

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Originates from your Brand DNA

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Litmus Test

• Your mom understands what you do

• Friends and colleagues can repeat it verbatim

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Homework #1: Do a self –assessment

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Homework #2: ASK!

• Colleagues

• Vendors

• Clients

• Customers

• Fish who got away

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Mind the Gap: COMPARE THE 2 Overlay your Brand Vocabulary

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Make Their Headwhip!

Goal = TELL ME MORE! + flawless recall

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Themes that work: Humor

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Themes that work: Co-branding

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Themes that work: Rhyme Time

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Themes that work: Emotion

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Themes that work: Play on words

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Themes that work: Alliterations

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Themes that work: Full-frontal

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Themes that work: Gimmick

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Themes that work: Hit Them with the Unexpected

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Themes that work: Keep It Simple

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BUT, I don’t want to be corny….. I’m not funny…..

I’m not clever……

7-second hook must fit YOU!

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Deadly sins of 7-second hooks • Complicated

• Long

• Jargon-riddled

• Cliché

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Your hook is NOT your tagline!

• Point of difference about you, your organization, or your company

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Need Help?

• Custom-Created 7-second hook just for you

• Value that lasts a lifetime

• More info: http://www.redfirebranding.com/done-for-you-services/

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Create a Brand Vocabulary

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Homework #3: Keep a list of frequently used words and phrases

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Relevant Words to Your Brand

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Vocabulary Dictionary Words that you make Ownable

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Relevant Words to Your Brand

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Fetch

Me!

Relevant Words to Your Brand

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Relevant Words to Your Brand

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Relevant Words to Your Brand

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Punny Words

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Punny Words

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Punny Words

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Punny Words

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Punny Words

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Punny Words

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Good Invented Words

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Good Invented Words

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Good Invented Words

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Good Invented Words

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Good Invented Words

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Good Invented Words

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Good Invented Words

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Good Invented Words

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Good Invented Words

Phi Beta Kapital

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Bad Invented Words

• Skinny Cow- Carmelistic

• Humbition Founder & CEO Cyrus Massoumi of ZocDoc

• Hardwarian – True Valu hardware

• Drinkability – Budweiser

• Beneful • Smelf – Old Spice

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Own Brand Name Spin-offs

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Da

nta

stic

Lord

Have M

urp

hy

Juniv

ers

e

Pre-Elizabethan Era

Words of Lizdom

Pay the Pieper

Jerantee

Peetniks

Create a Strong Visual Brand

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Visual Brand-By Accessory

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Bruno Mars

Michael Jackson

Brad Paisley

Visual Brand-Signature Look

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Increase Recognition

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Visual Brand- By Outfit

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Body Part

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Questions?

• Liz Goodgold – Liz@RedFireBranding.com

– www.RedFireBranding.com

• Karen Dietz – Karen@JustStoryIt.com – www.JustStoryIt.com

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