Kaitlin Zhang presents a workshop on "Brand Positioning and Elevator Pitch" at Kennington Park Business Centre, London. This event was hosted in conjunction with Club Workspace. 9 November 2016 Kaitlin Zhang is the CEO of Oval Branding, a cross-border branding agency between the UK, USA and China, specialising in tech, financial services, government based in London, UK. www.ovalbranding.com

1. @KaitlinZhang
Brand Positioning and Elevator Pitch
9 November 2016
Personal Branding Workshop
Kennington Park Business Centre
London, United Kingdom
Tweet @KaitlinZhang
@Clubworkspace
6:30pm Doors Open
7 - 8 pm Workshop + Q&A
8 - 8:30pm Networking

2. Today’s Agenda
• Personal Brand Positioning
• Brand Values
• Brand Mission and Vision
• Target Audience
• 4+3P Pitch Models
• In the end, exclusive £20 off 1 to 1 consulting service

3. About Me - Kaitlin Zhang
Personal branding consultant,
coach, speaker and blogger.
Branding consultant for
technology development
companies and start-ups.
Helped raise half a million £ last
year alone. Clients featured in BBC,
NY Times, Guardian, Wired etc.
Education background in graphic
design and visual art.

4. Kaitlin Zhang’s 5 Steps to a Powerful Personal Brand
• Pitch (today’s topic)
• Profile (photo & video)
• Platform (website etc.)
• Produce
• Partnership

6. Defining your personal brand values

7. Make a list of everyone you admire. Think of your
family, friends, current and former colleagues,
famous people, fictional people, cartoon
characters and so on.

8. To Do:
Defining your personal brand values
What values do I hold?
What sets my moral compass?
How do I decide right or wrong?
What do I strongly believe in?
What makes me angry?

9. respect honesty compassion commitment
equality empathy trust humility fun authenticity
charity consistency faith philanthropy pride
open-mindedness obedience selflessness
harmony acceptance community independence
caring generosity freedom integrity gratitude
responsibility dignity loyalty courtesy fairness
justice ethical harmony courage curiosity
knowledge wisdom risk-taking stability structure
tolerance tradition growth innovation adventure
belonging loyalty chivalry play sustainability

10. Your brand values are also for your audiences.
How do you want people to feel after an
interaction with you?
Your unique promise of value: This is the promise
you make to your target market that your brand
will fulfill. It clarifies and communicates what
makes you special. You must be able to live up to
this promise.

11. TO DO:
Write these 5 - 10 values down using pen and
paper and notice how your body reacts to them.
Then choose your top 3-5 values.

13. My Brand Values
Kindness, positivity, discipline,
simplicity and life-long learning

14. Get in groups of 3 and brainstorm some synonyms
Instead of‘happy’,
maybe you are
‘joyful’,‘cheerful’,‘positive’,‘lively’,‘enthusiastic’,‘smiley’

15. Mission Statement - What’s wrong with the world and
how you intend to fix it
Vision Statement - What the world will look like after
you’ve finished changing it

16. Whose mission statements are these?
To organise the world’s information and make it
universally accessible and useful.
To be Earth's most customer-centric company where
people can find and discover anything they want to buy
online.
To have fun in my journey through life and learn from my
mistakes.

18. Lisa Cruz (@lisaredshoespr)
Personal brand vision:
To be the best in public relations while
having fun, kicking @#$. and always pushing
the envelope for employees, clients and
myself. To use communication to make the
world a better place.
Source: https://www.quicksprout.com/the-complete-guide-to-building-your-personal-brand-chapter-1/

20. Additional questions to think through:
• What do you day dream about?
• What are your interests?
• What are your strengths and weaknesses?
• What’s your background?
• What are your achievements?
• What are you passionate about?
• How have you approached or resolved problems in the past?
• What is your strategy for finishing work?

21. PRO TIP:
Create target audience personas
and identify their values.

22. https://www.exposureninja.com/wp-content/uploads/2015/12/shopify-buyer-profile-example.jpg
Who is your target audience?

23. You want people to ask you to
“Tell me more.”

24. If it feels like you are pitching somebody,
you are doing it wrong.

25. Your No. 1 priority is to LISTEN.

27. If the other person is in your target market,
immediately create value for them.
If the other person is not in your target market,
make yourself memorable
so they can refer you to others.

28. TO DO
Talk to the someone and ask them:
How can I help you?

29. Kaitlin Zhang’s
4 + 3P Pitch Model
1. One Liner Pitch
2. Bullet Pitch
3. 50 Word Pitch
4. 200 - 300 Word Pitch
1P. Pixar Pitch
2P. Participatory Pitch
3P. Poetic Pitch

30. The First P - Pixar Pitch

32. Pixar Pitch Example - Finding Nemo
1. Once upon a time there was … a widowed fish,
named Marlin, who was extremely protective of his
only son, Nemo.
2. Every day … Marlin warned Nemo of the ocean’s
dangers and implored him not to swim far away.
3. One day … in an act of defiance, Nemo ignores his
father’s warnings and swims into the open water.
4. Because of that … he is captured by a diver and
ends up in the fish tank of a dentist in Sydney.
5. Because of that … Marlin sets off on a journey to
recover Nemo, enlisting the help of other sea creatures
along the way.
6. Until finally … Marlin and Nemo find each other,
reunite and learn that love depends on trust.

33. Pixar Pitch Example - Finding Nemo
1. Once upon a time there was …
2. Every day …
3. One day …
4. Because of that …
5. Because of that …
6. Until finally …

34. 1. The One-Liner Pitch

35. Create a one-liner pitch for:

37. Is it more than is expected?
Steer away from words that are too common.
E.g. strategic, creative, passionate, hardworking

38. I am [insert your name]
and
I [insert verb]
for
[insert target audience]
with
[problem they have]
to
increase/grow/achieve x, y, z.

39. Example:
I’m a digital marketing expert who launches
winning Facebook campaigns for app
development businesses like yours to grow a
bigger following and increase conversions.

40. Anticipate any follow up questions:
Ask Who What When Where Why and How

41. www.iheartmylife.com

44. TO DO:
Write your one-liner elevator pitch.

45. TOGETHER:
Practise your one-liner pitch with
2 other people beside you.
Provide constructive feedback using the
3 + 1 model:
3 praises and 1 suggestion for improvement

46. The Second P - Participatory Pitch
Adding a hook to your pitch:
Have you ever wondered…?
Have you ever had this challenge…?
Did you know that…?
Imagine this…

47. TOGETHER
Improve your elevator pitch
and tell at least 3 different people later today.

48. 2. The Bullet Bio

49. 160 characters to use wisely

52. 3. The 50 Words Pitch
Benefits, credibility, wow factor

54. Example:
"When I first started working as a design and
media intern, I helped the company increase the
number of Facebook followers by 33% in the first
two months."

55. The Third P - Poetic Pitch
- Aliteration:
Holiday Inn: "Pleasing people the world over"
- Rhymes
Cheese Council: "Anyway you please it, cheese it”
- Comparison
… is like Uber except for the disabled
… is like Starbucks but with English tea

56. 4. The 200 - 300 Words Pitch

57. • A compelling story
• Build an emotional connection
• Highlight your value and service through a story that is
engaging, entertaining and memorable.
• Be personable, relatable and share something
interesting or unexpected about yourself.
• And just for fun, you can also include a quote you said
in there.

58. PRO TIP:
Draft your elevator pitches in 1st person and 3rd
person format.

59. PRO TIP
Try doing a free Myer-Briggs Personality test.
16personalities.com
truity.com

60. TO DO:
Make sure elevator pitches are consistent online.

61. Today’s recap:
Personal Brand positioning
Brand value
Brand mission and vision
Your target audience
4 pitches:
• one liner pitch
• bullet pitch
• 50 word pitch
• 200 - 300 word pitch
3 Ps
• Pixar pitch
• Participatory pitch
• Poetic pitch

62. Kaitlin Zhang’s 5 Steps to a Powerful Personal Brand
• Pitch
• Profile (photo & video)
• Platform (website etc.)
• Produce
• Partnership

66. £20 off
1 to1 Private Consultation with Kaitlin
Original Price: £99, now £79
Offer for first 5 people only.
Email: info@kaitlinzhang.com

67. Contact Me - Kaitlin Zhang
Contact me to improve your
personal brand online and manage
your professional reputation.
www.kaitlinzhang.com
@KaitlinZhang
facebook.com/
kaitlinzhangbranding
Email: info@kaitlinzhang.com