Dana Ditomaso - “Yes, You Can Make Brand Strategy Happen”

#ConfluenceCon @danaditomaso#ConfluenceCon @danaditomaso

YES, YOU CAN MAKE BRAND STRATEGY HAPPENDANA DITOMASO


What is your brand?

#ConfluenceCon @danaditomaso

It’s more than marketing.



Humans like consistency.


Marketing workswhen it feels right.



Your brand is your promise.


You have other priorities, right?


Brand strategy drives ROI.





Let’s get started.


Start with your core values.


Imagine your companyas a person.


HonestKnowledgeable

PragmaticOpen

Engaging


Why did this process fail before?


The brand is / the brand is not.


Currently the brand is: romantic and airy.

In the near future, the brand may be: elegant and elite.

The brand is not: cheap or tacky.


Define voice and tone.


Brand strategy is more than just brand voice.



Keep it simple!


Make a living document.


How to sell your client.


How to sell your boss.


Small companies are founder-driven.


Big companies need direction.


Without brand strategy,you can stagnate.


What separates you from your competitors?


Losing customers due to bad brand alignment?


Service dealing with angry customers?


Co-workers who aren’t “team players”?


Marketing without purpose?


Brand strategy fixes these things (and

more).


THANK YOU!

Education

Dana Ditomaso - “Yes, You Can Make Brand Strategy Happen”