Brand elevator pitch
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How to build your brand elevator pitch
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Brand elevator pitch
- 1. marketing toolkit! Build your Brand Elevator Pitch! @kingstonville www.kingstonville.com
- 2. Hi, my name is…! Imagine this scenario: You are an entrepreneur. You step into an elevator with a well known investor. She no4ces your branded shirt and makes the first move… ‘What is Brand-‐X?’ You have 60 seconds! Marke4ng Toolkit
- 3. On the Elevator! t you! Nice to mee Marke4ng Toolkit Elevator speeches or pitches are used to introduce your product, service or yourself, typically in seMngs where the window of opportunity opens and closes quickly and the stakes are high. A brand elevator pitch focuses on delivering the key brand message in the appropriate context to create a las4ng impression.
- 4. What’s the point?! The objec4ve of a brand elevator Encoding pitch is recall. Your mission is to create a h ook for your brand Retrieving Storing Crea(ng a Memory Marke4ng Toolkit that will act as a t rigger at right 4me. It’s much more subtle than a sales pitch and more powerful in the long run.
- 5. What should everybody know about your brand? þbrand personality þwhy your brand exists þhow to interact with it Marke4ng Toolkit
- 6. Brand Personality! It’s not so much what you say that defines your brand’s personality…it’s how you say it. Delivering your pitch in the right voice gives the message authen4city. Innovative Serious Discerning Conservative Fun Discreet Risk-taking Traditional Open Honest Marke4ng Toolkit Bold Visit -‐ hUp://ideonomy.mit.edu/essays/traits.html for 234 Posi4ve Traits
- 7. Brand Essence! A Brand Essence Wheel will make your brand pitch a lot easier to cra[. Spend 4me thinking through the whole brand and figuring out the core values. Marke4ng Toolkit • Brand AUributes • Brand Fundamentals Personality Mo4vators Core Values Authority • What users say about the brand History • What the brand says about the users
- 8. Brand Purpose! Your brand exists for a reason. This is a key component of the hook. Carefully consider... -‐ What makes it relevant? How does your brand create value beyond func4onality? What higher level need does it serve? -‐ What makes it different? Describe those brand elements that make it easy to spot your brand in a crowd. Marke4ng Toolkit
- 9. Connection Points! Know your connec4on points. Where does your brand fit in? If you have mul4ple connec4on points – figure out which best fits the present opportunity and hone in on that one. Environment Growth Demand Logical Savings Expenses Business Resources Supply Career Personal Development Marke4ng Toolkit Social Responsibility Loyalty Achievement Emo(onal Reputa4on Reputa4on Lifestyle Friends Personal Family Status
- 10. Crafting the Pitch! q Open with Personality q Create the context q Establish the connec4on point q Deliver the brand’s key message q End with Personality Marke4ng Toolkit
- 11. Example ! q Edu-‐tainment brand for young children What is Brand-‐X? That’s my favorite subject! Brand-‐X is really all about making learning fun. It leverages the technology that children can’t seem to get enough of to deliver useful, age-‐appropriate lessons. You may already know first hand how difficult it is to keep young children interested for more than 10 seconds! We like to say Brand-‐X makes paren4ng easy. You can check it out out at (loca4on/website) Look for the (key brand icon)! Marke4ng Toolkit
- 12. Example ! q Edu-‐tainment brand for young children What is Brand-‐X? That’s my favorite subject! [Personality] Brand-‐X is really all about making learning fun. It leverages the technology that children can’t seem to get enough of to deliver useful, age-‐ appropriate lessons. [Context] You may already know first hand how difficult it is to keep young children interested for more than 10 seconds! [Connec4on] We like to say Brand-‐X makes paren4ng easy. [Key Message] You can check it out out at (loca4on/website) Look for the (key brand icon)! [Personality] Marke4ng Toolkit
- 13. WE CONNECT ✪ WE CREATE ✪ WE INSPIRE We are a community of inspired crea4ve thinkers with a shared passion for building mutual value for clients and their consumers worldwide. Follow us @kingstonville Visit us at www.kingstonville.com