Setting the Stage: Maria Ross, Founder, Red Slice. Start with the Story: Why a Clear Brand Strategy is Vital to Effective Content Marketing.

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Start With the Story:
Why a Brand Strategy is
Vital to Effective Content Marketing
Maria Ross, Red Slice LLC
@redslice May 8, 2013

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WHAT WE’LL COVER
DEFINE what brand is and why it matters to your success
IDENTIFY the 5 signs of a power brand
DISCOVER the 3 ways to communicate your brand
DISCUSS 3 of the 10 key Brand Strategy questions – and
discover the 2 biggest mistakes businesses make
EXPLORE ways to tell your story more efficiently

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THE POWER OF BRAND
Pick one: Which words/phrases immediately come to mind?

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WHAT IS BRAND?
Brand is not just a logo; it’s your core, your essence, what
you stand for; your promise to the world
Brand is the impression, mindshare you create for people;
the promise that you make
Brand guides all marketing & content decisions to tell the
right story to the right people at the right time.

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WHAT IS BRAND?

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THE SIMPLE TRUTH
Effective branding is not about how much money you
spend, but about how clearly and consistently
you communicate the right message to the
right audience through everything you do.

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WHY DOES BRAND MATTER?
CLARITY
Guide & focus
investments
CUSTOMERS:
Attract the right
customers
COIN:
Stand out &
increase revenue

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SIGNS OF A POWER BRAND
People are proud to work, partner or shop with you
Press talk about your impact on industry, world
You can elegantly recover from mistakes
Customers spread your story
Some people don’t like you

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Brand
Verbal
ExperientialVisual
BE CLEAR & CONSISTENT
ACROSS ALL TOUCHPOINTS

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HOW TO TELL A BRAND STORY
Why this works?
• Visually and emotionally
conveys company values,
operations and mission
• Attracts a precise target
customer (others may think,
“Huh?” Not for them!)
• Clear, concise. One
message appealing to one
buying driver/benefit

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HOW NOT TO TELL A BRAND STORY

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AVOID A BRAND IDENTITY CRISIS
Actual
Experience
Brand
Promise
Effective branding ─ inside & out ─
is the antidote

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WHY IS BRAND STRATEGY
IMPORTANT?
Brand Building Blocks
Who are we? Who is my ideal customer?
Where are they? How are we different?
What is our personality? What is our promise?
Brand Strategy
Key
Messages
Brand Building Blocks
Company
Name
Visual
Identity
Marketing Programs and Tactics
Create needed materials. content
Decide where to advertise, promote, influence.

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AN EFFECTIVE BRAND MUST BE…
Unique
Does it stand out
from others?
Compelling
Does your
audience care?
Authentic
Can you walk
your talk?

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CRAFTING THE BRAND STRATEGY
Boils down to 10 key questions to get to
the brand “sweet spot”…but we’ll focus
on only a few today

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WHO ARE YOU TALKING TO?
“Everyone” is not a market!
This is the single most important aspect to a strong Brand Strategy.
Who is your ideal buyer? If you don’t know them intimately and make them
real, you’ll be shooting at a moving target.
Think IDEAL, not average. Defining this well guides your content, new
offerings, ads, and ensures that what you offer appeals to the right people.

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HOW DO YOU SOUND AND LOOK?
What do you want people to associate with you or your blog? What is
authentic? Think of pictures, images, adjectives, people, locations, traits

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BE PRECISE! WORDS MATTER
Playful
Buttoned-up
Savvy
Snarky
Bubbly
RomanticNatural
Sober
Comical
Casual
Cutting-edge
Fast
Fresh
Manic
Flirty
Protective
Efficient
Handcrafted
Geeky
Calm
The more descriptive the word, the more your designers and
writers can create just the right content
Warm

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WHY SHOULD THEY CARE?
“What’s in it for me?”
Talk in terms of benefits, not
just features
Develop a messaging
platform by audience to
inform all communications &
content

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BUILD THE STORY FOUNDATION
Your messaging platform is an internal “outline” to
ensure content and communications are consistent:
You always want to control your message!
Copy is the external face of your messaging
platform, expressed publicly through channels
(blog, social media, video/podcast scripts, reports)

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CREATE A MESSAGING PLATFORM
BENEFIT CAPABILITY/KEY MESSAGE PROOF POINTS/FEATURES
CORE POSITIONING STATEMENT
______ offers __(products/services)_____ for ____(target audience)_______so they can
_______________(benefits)________________________.
You get... We offer this benefit by…
(HOW)
•Features
•Awards
•Press
•Customer/Client List
•Testimonials
•Differentiators
•Stats/Studies
Main Benefit #2
Main Benefit #3
Key Message #2
Key Message #3
Core positioning statement rolls up by combining the
three main benefits you provide.
Determine the benefits first!

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SHARE THE STORY: CREATE AN
EDITORIAL CALENDAR
Efficient Memorable Reusable

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SUMMARY: THE STORY MATTERS!
Creating a brand foundation, will help you:
Define who you are and who you serve, crisply and cleanly
Stay consistent in all your content marketing efforts
Spread the word about what you can do more easily
Focus on the most effective channels & content
More efficiently create content that is unique, relevant and
authentic to your target audience

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THANK YOU!
Questions, Clarity, Feedback? maria@red-slice.com
Explore Resources, Corporate Workshops: www.red-slice.com
Branding Basics for Small Business:
How to Create an Irresistible Brand on Any Budget
(Norlights Press) Available here today or online