Transcripts
1. This class, me and outcomes : Hi guys. It's Frankie again. In this class on a series
on account-based marketing, we'll be focusing on
building brand heroes. Now you might be
asking yourself, why now, why the stage? Well, there's a particular stage where building
your brand just as much as building
leads and creating those heroes is going
to be important. So tonight, we're going
to talk about a strategy on specifically brand
marketing strategy. And what it means. It's not what you think it is, is actually building logos. And it's been sexually
about associating your brand or a particular
buying situation. We'll get into that a
little bit more detail. So essentially
about how to create brand that attracts
those heroes. So we're going to dive into
this a little bit more. But as always, as always, let me give you a bit of
background of the class as well. The previous class. So if you haven't, I am this class right here are definitely
a must because it's, it's the basics in terms
of account-based marketing is aligning principles
with your sales team. Understanding ideal
customer profiles on the standing of the accounts that you
are going to target. So I highly recommend that
you check out that class. And also there's another
class, nurturing curators. So one is about
creating brand late. The next one is about
nurturing those disease because there's an
enterprise or SAS, especially a SAS Enterprise,
the buying cycle, it's long and so you need
to nurture him throughout that journey until the time where they have
the intent to buy, which also is covered in a
little bit in an account, my account in the first
one I'm about intent, which is probably
a separate video, but we did cover principles of account-based
marketing and the first one. So making, making heroes with
account-based marketing. So let me get into a
little bit more about me. And the the agenda. We're going to cut her off
is I come to the class, which I'm talking about myself a little bit and the outcomes. Why? What is the difference
between brand and branding and brand marketing? So I want to make sure
that you're clear. What is the brand strategy, the brand marketing strategy, we get a view what we're
actually going to talk about. And it's not what you think. Trust me. It's not gonna wait. I'm gonna dive into
jobs to be done because we can link
those tasks that people do to our brand
and associate our brand. And then we're going to
talk about a competition and how we need
to be distinctive enough to ensure that we
invest in the right assets, ensuring that we are different
from the competition. And it comes down to
anything farm logo designed to color palettes. And even if you wanted to go into more like
celebrities and so forth, but we'll talk about that
as well until it's over how important competition and being distinctive enough
from the competition. Because ultimately, we're
trying to do in section five is really build
fame and uniqueness. And so in order to do that, you need to understand
what your competition. Six, we're going to talk
about how to associate your brand marketing
assets, your guides, your podcasts, your blog or your thought
leadership content to your brand and positioning in a buying situation we're
going to talk about soon. The last one, we're
just going to play some brand marketing. It's not, it's not
like a campaign. It's actually a long term
campaigning in a way. And you need to
write these waves. But it's important that once you stick to our brand strategy, cannot say cannot, shouldn't be changing
it to frequently, maybe reviewing every,
reviewing quite often. But if you're going
to make any changes, at least give it a
couple of years. We're going to close with
final remarks and a summary. So a little bit about me. I lead marketing at a
company called hybrid, one of the founders of ivory, where I accompany focus on
its enterprise analytics for, for CPG and retailers. And of course, where
it satisfies company, meaning that our solution
or a product is, is in the Cloud and
we serve us and provide that service through
our application and hands. But because there's enterprise
account-based marketing is critical and that's
why I created this class. Now about me, as I said, the marketing company called high rate, that's
a t-shirt there. I went over there T-Shirts. And why brand? Like I said in the beginning in
the introduction, brand becomes more important at a particular stage in
your business life cycle. And in particular
when you're scaling up and you reach where you've
got product market fit. And outcomes with the
cost is quite simple. We're going to identify
an approach to develop your brand
marketing strategy, understanding the customer
journey, jobs to be done, understanding your
competition, and then formulating a strategy to associate your
distinctive brand assets to a buying situation. So let's dive into
a little bit about the worksheets. So
let me move this. So there are three worksheets
to even cover off. The first one is basically
in jobs to be done. There's no rocket science here. It's a standard template. You can download it. So we're going to
understand who you're targeting your ideal
customer profile. Again, if you don't know that, check out the first video, the situation and
what the pain they get involved or opportunity in some cases and when
they are in this mode. And the mode, then the next section is really
about, we'll dive into it. But the next session is
about the motivations and functionally, typically we look at
the functional aspects, how, how this job, it can be solved
for this function that your service that
offers or solution. But we forget about the
other stuff like the, the social, emotional,
and motivational. And we're talking
about a little bit about why that actually, what is the problem
they're really solving? Because we want to associate
to that buying situation. Remember, this is all about identifying the
buying situation. And I'll come on to JVs so
they can blow your solution. And then we're
going to associate the buying situation
with your brand. And this is a great
tool to unpack. What is the buying
situation essentially, what is the pain we're
trying to solve? And then we can associate it to your brand distinctive
brand assets. And then that will
evoke the brand. That's the next one
of the templates. The next one is awesome
because this is fundamental you
need to understand is a competitive snapshot. If you will, going to
pick a couple of colors or sound assets or fixed
assets like celebrity, whatever word I said, you need to understand what the competition is doing
because you want to stand out. Here. We're trying to say,
okay, now we know what you're going to work out. Jobs to be done in our
customer's pain point we want to associate to a particular
bias is judging how do we build a distinctive enough brand that sticks out
amongst competitors. This is what we use
and I'll give you a real life example
of that as well. And then a final thing is, and we're going to
bring it together. The job is done. We're going to say, how
do we communicate and associate where they're at? And we'll give an
example of this. And bringing your marketing
assets into this as well. And the create messages so associated the distinctive
brand assets with that thought leadership to
the next time they go into their buying journey
and recall your brand. Highly critical.
2. What is brand vs branding vs brand marketing : Okay guys, we're
back in chapter two. And so before I start off with probably a good idea to us, fast is actually
define a couple of these fees because we use
them interchangeably. The first one here is brand. Okay. What is brand? Let's just unpack that. Essentially it's just a promise of your value proposition. Your unique value
proposition is what your, why you created the
company and what you promise you're going to solve their problems or
jobs to be done. Again, hence, that's
why we say the brand is essentially the promise of how you add on to
solve those jobs, to be done task, and
what the value that you provide to your customers. Branding is basically
the expression of that brand using
the creative cup. So there's your brand assets
or colors or the tones, the funds and all that. So these are the
distinctive brand assets. Highly important
because we want to pick a bunch of distinctive brand assets
and stick to them. That's why I said in
the beginning, it's gonna be a long,
long play, right? It's change your logo, your color palettes is
because you want to continue associated that your
brand with those colors, which in turn evokes
a buying situation. So these, these words are gonna be very important in the
next couple of classes. Subjects, we're
going to cover off. Brand marketing is
basically the actions that you take to take to engage, communicate, informed
that brand promise. There your fundamentals,
your brand, brand branding and
brand marketing. So let me straight up say,
what's this all about? So if you're at this stage, this is slide 12 is kinda what, this is all about, the
brand marketing strategy. Okay? So let's try to evoke. While we're trying to do is get your brand or distinctive
brand assets to be associated to your
distinctive brand assets to be associated to
a buying situation. On buying situations, it could be that you're
buying a drink. You're buying situation
is I'm first deep. Jobs to be done is I'm thirsty,
I need to buy a drink. You want to associate
that brand to that so they can evoke it. So let me give you example. Before I do that, let
me explain a little bit more, unpack
that a little bit. These are terms you can use in the book and
I'll refer you to the book if you're
interested in learning about this more specific while
we're trying to do it, your brain is kinda lazy. And this is a little energy as possible because once
conserve energy. So what we wanna do is hope that Brian and away is
create shortcuts. And these shortcuts are clues are often called
in technical terms, a category entry pathways. Your brand, your personal brand
or your company or brand. It becomes mentally available during their buying situation because it invokes something, it sees a color and you've remembers, remembers your brand. We want to shortcut like
macros, so it's quickly. There are news, a lot of
energy, mental energy. That's what we're
trying to do here. We're trying to get
your brand to be associated to a
buying situation. That buying situation,
we want to make it so easy that an action has a fee
because they see a color, they see a logo, they see or hear a sound and
see a celebrity, whatever those brand assets, distinctive brand and then
they're associated you. Because like I said, the
amazing in the brain is a pretty amazing minimum energy, but we do so much with it. So it always trying
to conserve energy. So that's why we're
trying to do it. So let me give you an
example in terms of a. When I talk about examples and it makes the next
couple of slides, I'll show you a real
life company examples. But what I'm about
to say is that when we associate a
distinctive brand assets, it becomes literally
a shortcut to evoke the brand's distinctive brand by situation, jobs to be done. Then I will see a
distinctive brand color or a logo or a sound, something that would evoke your brand in that
binds situation, that's ultimately
where we drink it. That's pretty much the
branding strategy. So here's an example. If you're hungry, you're,
what do you think? If you're driving around,
you see that evokes Hey, I feel like a MCAS. I feel I'm not feel her motivations
when it jumps to blend. It could be emotional, it could be functional. Functional, I'm hungry. I feel emotional in a
way evokes map makers. So that's what Mac is does. It has these brand assets
that distinctive gold arches and the red McDonald's
words in the future. When you hear, when you see
that when you're driving in the car and you're
probably not even hungry, you're driving or walking here. Even smells by the way, you see the logo good. You know, a few like Mac because I want
to have some macro. I feel it evokes the brand. Or if you hear that
sound, this sound. If you hear that because
you know what I feel, you've already associated the McDonalds other amazing job, of course, of associating
those moments. That's why you can probably
hear it during dinner time, you see an ad for markers, or you see if you're
driving and radio, start having advertising
just prior to lunch because I wanted to
associate the brand assets, which is a arches
and the sound just like brand assets
are distinctive, brand assets, remember, this is distinctive enough
to evoke in the future. So evokes a situation where
you know what, I'm hungry. It's the opposite of
the first one, right? Where I'm hungry, evokes have feel like Mac is in this one. Eventually, these sounds is
distinctive brand assets. It's helped evokes the
situation which in turn evokes the brand
because I feel like MCAS. So that's what
we're trying to do. We want to associate
distinctive brand assets with a buying situation when they have mentally available or
first thing they think of, when I see that gold color
or the red or the sound, they think of McDonald's. And that's what we're
trying to do here. Now in terms of where
it fits, like I said, when you're starting
out, you're really focused on just acquiring
customers, right? There's a whole bunch
of strategies that you can deploy around this. You can, if you can
think about it. Smoking, which we'll cover off. But this is where
brand marketing really shines because
it's imbalanced. And I'll talk about next slide. It's a balance between lead gen versus building
trust and the brand. And so that's when you just
scale up and establish. And scale-up is
basically you're trying to attract talent
to their brand. Because you need
people do because you feel building DemandGen. You're getting a
lot of customers. You need people to actually
service and support building those products and so forth,
so attracting talent. But when it comes to establish
really you're trying to protect the brand
from copycats. And that's why having a distinctive brand assets that you can actually rely on
it, you can defend it. So when it becomes
a buying situation, they think of, you
know, your brand. So that's why it becomes
even more important. Of course, exit, that
could be acquisition, but it's all about
doing advocacy again. So they can always associate your brand and they're buying situation and build
efficacy of your customers, essentially boosting their
efficacy of that color, that the logo that those
distinctive brand assets, which we'll cover off
examples of what they are. This is a rule here. Let me move myself
here a little bit. This is where it's
actually, could you see it? It's actually a line. If I go back one slide on slide, yeah, alright, it aligns
to this, this curve. This, yeah, sorry,
this curve, right? It's gonna alliance
to it as well. And it's basically
in the long term, the need to be distinctive, to have distinctive
brand is going to be important because
if you start now, so in order for you to get
to this maturity and protect the brand and attract towns
and build customer advocacy. Let's stage you start
moving away from DemandGen, which is always going to be the important. Don't get me wrong. But you move towards protecting because
there'll be a point where you've reached saturation
where you've breached the TAM. Essentially write that
total but accessible market of your, of your product. And so it's all about
protecting what you have and building that protection through brand and your brand burnout. So but it starts now. It starts now. You need to plan
for it because I say it's a long-term thing, it's a couple of years feet. I'm going to change your colors frequent unless you
do a merger and acquisition and you might consider re-branding
and so forth, but it starts down, the
planning starts now to allocate the right investments and
do it in the right way. Nor so when I say right now, it means that if you do a particular acquire a
particular distinctive asset, you might want to
protect that with IRP, PEPFAR, patents and trademarks, I should say, to protect
that and you do it now so you don't become their
own situation where you have to dial, it's working. We should we should protect it. That's why it's
the rule of 6041. You're getting into
this 6040 row where more of your budget,
marketing budget comes. Budget is allocated to to building a brand as opposed to just building demand gen. That makes sense. So
that's where we're at. A point where we want to
stop investing in brand. Ultimately, the
brand strategy is you can think about
it is to be noticed. And that's all brand awareness. That term we often
use be remembered, which is brand recall. But what we often forget
is brand anchoring. We want to be remembered in a particular situation that is aligned to your
value proposition, which is aligned
to the jobs to be done. And we want to build. Because it ultimately so
we can be talked about. So be noticed, be remembered, be remembered in
specific situation and be talked about,
which is profane. So if you think about
the previous classes, we talked about
account-based marketing, which is all about B. Notice we haven't covered a corporate marketing
which cutoff could be in another class. But this class is
really about this. We talked about marketing
retention, which is an artery, a little bit to be talked about. So nurturing is to convert
those heroes into Ambassadors, which is a previous
class, but being remembered in situation is not. So we talked about these
ones, like I said, in a nurturing and out and account-based
marketing classes. But this is all about
this whole area. Here. It should be remembered
in those situations. Or buying situations
where the jobs to be done by our customers
needs to be done. And so we want to create
what I said, shortcuts, which is your distinctive
brand assets to evoke that your brand when they're in that
buying situation. So let me go into what
we wanna do in this, sort of be remembered. The brand marketing
strategy is to as an opportunity to engineer
specific brand assets, brand hazards being logos, colors and tones and faces, celebrities and
specific ran houses and with specific messaging, anchor that brand and my case, every brand in the
right part of the mind. You guys will be
your brand, right? So when we do that, but engaging in
developing assets, which is you already have
your marketing assets, your foot leash,
I've asked you want associated with a
particular binding journey. When done right,
distinctive brand assets becomes retrieval clues. Remember, at the
beginning, category, entry paths, category
entry paths, or shortcuts. So when next time they're in a buying situation,
remember, your brand.
3. Brand marketing strategy overview : We're back. Now in this class or
subclass, I should say, we're going to talk
about marketing, the three fundamentals here. And I've covered it off in
the introduction a lot, but let me go into a little bit. So first thing is
that we want to talk about is understand
jobs to be done, what our customers
thinking and doing okay, to get their stuff done, the problem or
opportunity be done. So we want to, first part of the marketing strategy or
brand marketing strategy, is unpacking jobs to be done. What are the customer's
pain points? It's because we want to
associate those PowerPoints to that buying situation and
then associate brands. Then we need to understand, now we know what
they want to do. What are the customer
is saying and doing about in terms of
brand to be noticed, the first one is to what jobs to be done in n and we
want to get it known as, but in order for
you to get noticed, you need to be
distinctive enough from a competitor so
you can allocate. You can say why we solve unique value proposition
differently to customers. And we want to associate
specific brand assets to that. We always think of us as
opposed to complete it. So what competition
is staying and doing? Branding to get noticed? The final thing is
that once we know what the jobs are began and what colors and pellets
and distinctive brand assets we went
and used to be noticed, we want to associate those
distinctive brand assets to to a, a thought leadership content, or associate the brand. We want to assess your band
too in that buying situation. So basically what I'm saying
here is to be distinguished, we want to create how
to create your brand, to be part of that jumps
to be done that can. So we can create these
fame and uniqueness and brand recall or in a
buying situation through, we do that through
marketing assets, through talking about
thought leadership, but your podcasts or, or a white paper, or white papers or conference
sponsorship and so forth. So we want to associate distinctive brand
assets and jobs to be done so we can create
this fame and uniqueness. That is it, That's the strategy, understanding where
customers doing, getting no snow right
with the right assets and associating their brand with that buying situation
through marketing assets, through fort leadership assets, or through anything that would inform to say to the customer how we solve
your problem differently. That's it. Okay? And then basically, this is important because
we need me to repeat it. Repeat with offering
value to the pain point. Why put in a long time
the memory the case. That's why you spend
it continuous paying money on brand and
brand marketing. Because memory decays and
competition increases. Competition comes
in and said, Hey, we can solve that
problem as well. He's clone some of your
colors or your tagline, not simply to replicate as much as possible
because they know that they're solving is maybe
even unique than yours. And so that's why we continue
to invest in a cycle. Invest because memory decays over time and people
forget about the brand. So we need to continue to market and build
the association, your brand assets to
those buying situations. And competition continues. And so we need to
do that as well. Okay, so here's an example and now I'm going to move
over here a little bit. So give me a little bit. Yeah. Okay. So here is a quick summary of
example of how the mind works and how we're linking
all these tools together. So your job is to be done right? There's a problem. Playing sport. I'll give
you a real-life example. If you're playing
sport, you're sweating, you dehydrated okay,
impacts your performance. This creates a buying situation. And not buying situation is I need a better way
to stay hydrated. And the brain tries to
leverage past experiences, past images or videos or literature they've
learned about how to address that
buying situation, had thought leadership content. They might see a video that
my download a paper them, I read a blog about it or
athlete has been sponsoring. Ethylene, been sponsoring
a product that actually helps them solve that problem. They seek clues. Like I said, conduct
research libraries. This is why you see a lot
of companies like Powerade, which Coca-Cola, its sponsors these sporting events
because they want to associate the brand
in that situation. This then is that we tried to attract certain brand assets. In this case, the shape of the
bottle and the color blue. To that useful information. So that sponsorship to
that acknowledgment. White paper or that
advertising showing how hydration is important in how we solve it
uniquely with ISO for electrolytes and so forth. And then next time when
you're paying spores, you think of all going
about to place by God, I need to get Powerade because I want to make sure
I stay hydrated. But you can repeat it. Repeated because memory decays. You forget about now? Yeah. I'm sure I drink
water or should I? Oh, yes. You remember
it decays over time. And competition comes in,
new, new products coming in. We do it better. We solve that hydration
problem even better. We have now five, isotonic and so forth. Okay? So that's why you have these
sponsorship, you have power. I say it's always simple, blue logo, the font-style, so you could keep
on rid recalling. And that's where you
hear things like this focus hostile hydrate believed that's a key message
that people record. Yes, I want to stay focus. I want to be hydrated. And they emphasize the four ions which is electrolytes, right? To replenish through sweat
so they can give you a little bit of a scientific
in a way, foot leadership. So I'm losing when
you, when you sweat, you losing electrolytes and this product sold
that job by nurtured, by adding those particular
electrolytes into the drink. And you can see that
the bottle there. So the bottle shape, is a distinctive brand assets. The color is a
distinctive brand assets. That the fonts and the
way it's been written, that the font type is a
distinctive brand assets. And we want to associate these brand assets to
that buying problem, which is a buying situation. And of course, we need to understand what
the competition, because we want to stand
differently to the competition. So you can notice why you have this distinctive
Gatorade is orange, very distinct compared to that. So when you go to a shopping
aisle and you can see where the blue ones and the
orange ones are completely. But you keep continuing
to invest in a brand. Hence why the case
competition comes in. The way you saw. Their job is different
to Gatorade, and that's the power and
that's the product thing. But my point here is that
you're trying to identify the key distinctive assets to associate a buying
situation or problem, which is in this case
performance and dehydration. So next time when
they added an event or doing the activity, they will think of
a buying situation or a record or blue. Yeah, I'll just get the power n. Now let's try some
more examples. Okay, remember, he's
a buying situation where your afternoon tired
at work by a category. So you're, you're at work
and you're tired and you're, you want to uplift
in a way, right? You need something to uplift. So here I'm tired and the
brain goes, I'm tired. What should I think
I need a break? Because I've been working. The first thing
you think of, have a break, have a Kit Kat. Distinctive brand assets
here is that the red, but also the tagline, have a break because
then have a break is not associated with a
buying situation. I'm tired, I need a break. So you can see here. And then what happens, the distinctive brand
assets being the red and take a break
and have a kicker, which is tagline is associating
KitKat, the actual brand. So here's another, I'm tired. I need a pick me
up because again, I've been working at work. Same category buyer. Alright. Move myself here. Pick me up. You know, the Red Bull gives you wings. It picks you up. And you can see why they've
gone with the tagline. Remember that the colors, the tagline hasn't
changed, right? So when you go there,
but the competition has, have V and other sport and energy drinks
come in a market, but they continued
to pick your news or tagline gives you
wings and the blues, distinctive blue and
red come, come through. So let's go into a little
bit about in terms of the difference between the brand promise and
distinctive brand. This is branding and branding. And then if you
think about this, these are your distinctive brands and there's a
book there you can actually get called building this every bank
pretty good book. Hence, a lot of this is
based on this book as well and my own experience
and there's other references. But the essence of this
book is about finding those distinctive brand assets and associating those
brand assets with some, some, some buying situation
that adds value could be a thought leadership asset
and it gives you value back. Then an X on there
and buying situation. Recall yours, distinctive brand assets and hence the brand. So these are branding, but these are the stuff that
even if you unpack that, you have color assets,
you have Word assets, you have story of assets,
moments, journey. But the people that
especially in services, in particular in services
like safety or insurance. Moments, human
assets, celebrities. We can talk about
many celebrates or characters and so forth. Jingles, which we just talked
about, McDonalds, right? Shapes is also very important. You have a particular shape. You see that the, the logo for Apple
or Nike, right? Shapes are important. And then you have
sounds, styles as well. So that's a kind of
experienced if you go into if you visited it, a
Shopify website. This is the styling
is distinctive. After another competitor. Or if Spotify, for example, if you want to, another example, you can check out once
you notice these things, even simple things like going to a Burger King
versus a McDonald's. Styles, completely different. Okay, so these are a bunch of distinctive brand
assets which can use to create shortcuts. Do you evoke your brand
in that buying situation? As giving an example, this is
the brand as cursor, okay? So that is basically the brand
that's a stressor, right? Is the Nescafe and you've got all those
other associated things, but this is the
actual brand itself. This is the distinctive
brand assets. Okay? So this is a distinctive brand, which is the color that the swift and the colors are chosen specifically,
which we'll dive into. But this is not part
of this course. When I talk about brand colors, That's assuming that
you've selected brand. What I'm saying brand colors
is that you've bunched. This is about having
a strategy do form your brand urgency
to come up with the requirements for your brand. So in this case, you can
see it's gold, the SUV. This really is trying to position the brand in
a particular area. These are express
rose color palettes. And you can imagine these
colors are very similar to gold and the color
of coffee, right? So that's very goal, is trying to associate a particular brand
premium and coffee. To recall, Hey, I
feel like when you see coffee or tea or
coffee or smell coffee, record an S Cafe and espresso. Okay. This is the product combined, okay, You have the brand
and the brand assets. Then you have a celebrity. In this case, they've
used a brand assets, celebrity associates. So we can actually
see George Clooney, it associates and
your bonus here, I feel like a coffee. It evokes the buying situation. These are color assets, these are shape and a logo, shape, word assets, and
that's your human assets. So these are distinctive
brands and you want to associate these brand assets
to a buying situation. There's different
varieties already. You can see there's a dark black and that's all
part of that pellet. Pellet, pellet. But you're
trying to associate these these brand assets
to that buying situation. And in particular, what is good. And especially I
want to associate those brand assets to
a particular quality. That's why the selection
of the colors, the selection of celebrity
want to associate is quality. So not only buying situation, it also binds to Trajan
had a basic quality. Hence, they position
themselves as high-quality and higher price as opposed to some
other products. And that's where they
unique value proposition in jobs to be done
because there might be attracting a particular
type of people feeling like on a BB stylish but
drinking coffee, right? And so that's why they invest in different
types of colors. Celebrities go back here, the word, the shapes, assets. And now you can justify
a business case, why you're doing this? Now you have unpacked a
little bit of the reasons why selecting these distinct,
distinctive brand assets.
4. How "Jobs to be Done" links to your branding strategy : So we've covered a lot, right? So now we're going to
talk about, remember, about sedges, this
framework, right? It's about finding what
jobs have been done, understanding what the
competition is saying. So you can position
our way to get noticed and then
building a bunch of distinctive brand
assets and associating their brand with some new
value, with some new R3. To say, this is how we
solve your problem, your jobs to be done
in a unique way. And we have to do it constantly. Because memory, the
case competition comes. Okay, that's the framework. So these are the three things. We're going to focus on
this side a little bit, okay, so let's talk
about jobs to be done. Now. Job design is a great framework. The framework, basically, we want to be associated
your brand, okay? In that buying situation. So when they, in that
situation to be doing it, in this case, drilling a
hole they didn't hold. I really want is
they don't want to draw that one hole
because they don't want a whole they want
to they want to put there the creative work, the artwork that they don't want their
outlook to be greater, Really the job done, but I want to show
off and be liked by. That's what they're
trying to really solve. So there's multiple
ways we can go there. It's like an onion effect in
a way, but don't get there. But the point here
is that we want to, we want to give your brand. The brand strategy is
about giving your brand the best chance
of being mentally available during the foot for your target audience in a buying situation,
jumps to be done. Jobs. Jobs is just shorthand
for what the individual seeks to accomplish the job
to be, to look at fame. And it's not really
about the whole, it's about what to put on
the whole it's gonna work, but putting a hole, it's actually putting a frame. It's not about the frame itself. It's actually about because it's not about the ad
is actually about, hey, see how
staccato name, okay? And then that informs what type of brand
assets you news because if you want to position that brand into how we're all about, unpacking that emotional. So it's not functional
in jobs can be like I said, functional,
social, emotional. It's really want to
target your business and your brand and unique value
proposition in emotional. So we will say, Hey, we understand that we
want to show off. It's not about the drill. It's not about the whole
it's not about the frame, it's not about painting, it's about showing off and it's an emotional jobs to be done. So it's important
that in this case, examples we've
talked about coffee. Do they really need a break? Or do you don't want,
really want to socialize? Again, it's a social aspect,
partly emotional coffee. So that's where you have
these branding to inform those brand assets to select to associate again with vacation, in this case, use of
George Clooney, a star. It's all about, I want to
socialize with sophistication. That's what they're
trying to do, the brand and jobs to be done. So it's not about coffee really. Maybe I'm, maybe it's a
bit of a caffeine hit, but also they want to be
feeling, I am fisticuffs. I like to have tight control. It's convenient, it's stylish. And so that's where they
got the gold color that the brand logos are
quite distinct. So by understanding
your target audience, there's jobs to be done. You can engineer the
right brand assets, brand strategy to match that buying situation in
that category pathway. So my category entry
pathways is that's when they're in that category
mode or buying a drill. And more specific, if
they're not buying the jaw, the buying the whole, and that's specifically the
buying category. Academy Pathway is all
about showing off. It's all about this. It's not a functional element. It could be a social,
it could be emotional. So if we look at these holes, is a whole they need or show off the shelf they are
they want to show off. They want to be the one to
be their emotional driver here is about belonging,
be respected by others. Similarly, if coffee is often called a social
lubricant, we've styled. So that's what they're
trying to target is the functional benefit
is caffeine uplift. But what they're really trying
to do it, I feel belong. Little finger muscles, law of needs really about belonging and sophistication and
social aspect and so forth. We need to unpack that. And that's why we have this
just helps us unpacked. Who is our ideal customer
profiles which are covered off in account-based
marketing class. What is the pain point? Really articulate them,
but what are they actually really looking at it
from an emotional, functional, and
also social aspect, what are we trying to
solve the problem? So you need to unpack
it and freeways. The outcome you want
to achieve is x. I can, so they can get hydrated with the
science confidence. Okay, that's the
outcome you want to darken really is trying
to solve their problem, is stay hydrated
in the Powerade. So when you understand
the jobs to be done, then you can say what
assets are considering, what marketing assets and
also what distinctive brands. Because firstly, if
you're targeting the power I'd example where
distinctive brand is blue. So I'm gonna be orange
and I'm going to pick on orange color for your brand marketing because they're associated
your competitor. You want to stay away. You want to create an
distinctive brand assets. Power, I'd example, it's blue, it's the shape of the bottle. Instead their wording and
they've news and so forth. Okay, so that's why understanding
the jobs to be done, it's important to stop
the next journey is to associate specific brand assets, distinctive brand assets, to that buying situation
they're in.
5. How your competition impacts your branding strategy : In this section is all
about, like I said, if we go back to this framework, what a customer is doing, what and how it's competition. What are they saying
and how they're positioned their brand. And then the final
thing is heavier, associate that distinctive
brand assets with some value, a value, and then repeat it because we want
to be distinctive enough so the coupon rate, but coiling, we're going to
cover this section here now. It's about what are the
community students before I go. Now I know what our
customers jobs to be done or what they're
feeling emotionally, functional and social
aspects of our, how we can add value proposition
can solve that problem. What are the competition doing? So we can pick the
right assets that, that is distinctive
enough to be noticed. And memory decays. And you can see here, part of this is that
in order for us to address that
competition, always come. It's not gonna be just
the current competition. That's why you always
do, or what we call a benchmark assessment, which I'll show you a spreadsheet
tool for that company, is always going to come down and just today it's competition, future commission, so you need to look out for that as well. So what we've done in HIV rate is if I move myself, yeah, yeah. Now let me move myself. Nano, not local, but
that's good enough. So you can see here,
once we consider the jobs where we'd like to
play and what we want to, oh, we need to overlay that with the branding
statue of a composition. Before we invest, we don't
know investing colors or logos that are similar
to a competition because all the work that
you do to build association, it's gonna get muddled
up with competition. So what we do is conduct this distinctive brand
assets benchmark assessment, which came out of the book that I showed you in the previous. That's where I've learned how to draw out this and you
can download the worksheet. The goal is to
ensure that assets and unique to lead to fame, uniqueness to be owned. And so you can invest in
protecting it a time. So invest, you put
in more money and build that brand in
the marketplace and associate the brand asset and also protect you
want to trademark and copyright and all those predictions mechanisms
you can have. And it also helps
you consolidate. So if you've been there and established company for awhile, you've created all
these brand assets. It might not be
that makes sense. It's expensive, so it's great
way exercise the console. So let's dive into
this a little bit. So you can see here what I've
done here is competition. You list your top
eight competition, people that you compete with. And then you look at
what assets shapes, words and sounds and so forth there and using them
and using some of them, some of them are in
McDonald's case, they are. Stories is a styling. Like I said to you,
you're styling. So in that case he
was talking to this, map it out like what other
competitors are doing. You quickly see here, you're where you're
going to invest. You're not going to invest in this blue color or the orange or the black wire because
there's a lot of competition already associating
that color to it. You can see here, for example, that is Blue Yonder, which is a big competitor. Competitor actually
it's a complimentary, but let's just assume
it's a computer. We're not going to invest
in building assets and association and marketing
am using these two colors. Because the people
who go who I use it blue Honda is owned
by the same company. You don't want that. So it might be if I were to select
Save the purple, that's quite distinct, right? It's a distinctive asset. So next time when our customers
in a conference or adult, or I'll show you some examples during see an asset
in a LinkedIn. They're associated you
because they see purple. And that evokes the brand
in that buying situation. So this is a great way to look at competition,
what's on offer, and then start designing, picking certain ones, embedding on them and
investing in them. Also, you can see that there are a lot of assets do we have, we have large shape acids. Why we, why do we have For
we've got to consolidate. Again, it helps with investing. So you spend your money wisely. Tagline words, similar
words to ask to ensuring that we registered
trademarks and we have registered donor
has a better idea. Now we know we definitely can
invest in it and predicted and build the assets around it because we want
to own that space. Competition. And using the distinctive asset benchmark
analysis hopes and identify which
distinctive brand assets we want to bet and invest in. You can, like I said, you
could be faced assets. You can invest in auto know, TikTok influencer because we want to associate
their brand with that. Very, very, that's very
conventional because investing in people can be over time, that person can go
into other areas, what you do, what your brand
do not want to go there. So that's why you need these
contracts for wanna have a big enough contract. This spins over a
few years and war. But anyway, my point
here is do analysis. Looking at your colors,
looking at the shape, looking at the words,
looking at sounds, do a benchmark and audit basic overview
versus the competitors. So before you invest
in any assets, okay, now we know what
the jobs to be done. We know what kind of assets
we want to own and invest in. Next session is investing
in associating that asset, distinctive assets to
that buying situation. So download this template. So now looking at
your competition, listing them, see what
they have in terms of those buckets, these
assets, buckets. And you can see here, I've done it, doesn't
take that long. A couple of hours,
I'm just visiting websites extracting
things, have a first-cut, share it with your
team, get them to actually see if they
find anything different. Well, the point of
this template is really to understand where you fit before investing in
any distinctive brand assets.
6. How your marketing assets impacts your branding strategy : Okay, so again, remember
this framework. So we now know what
jobs to be done. I customers, what
are they feeling, what the functional benefits and what the motivational basic, one of the motivations around this feelings could be
emotional or social as well. Then we're talking
about competition. How fast is stand out when to
make sure we get the right, we invest in the right product, distinctive brand assets,
logos, shapes, and so forth. The next area we're going to
focus on is creating value. And that's using the
distinctive brand assets, the jobs to be done framework. So like I said here, is we want to create value in order for us
to associate our brand, to be jobs to be done, and to create that
fame and uniqueness, we need to offer value. And that value is how we're solving their pain
points and in the future, this repetition, you
have a job to be done. Distinctive brand assets. You're searching their
brand answers for that asset and create value by showing
how we solve it. So every time you have this association in
that buying situation. So in our case, are we done is once you've determined it is, in this case here we will query in our enterprise business, we create thought
leadership content and we partner with
research firm to say, we wrap this distinctive
asset with our brand assets. So this is a report that
we commissioned around next-generation merchandising
solution because we're a company in
retail analytics. So now we, once we determine
the jobs to be done, need new way of optimizing planet grams or shelf
space in stores, you'd associate brand assets. Now we know which ones to
invest, create an investing. Now we're worried about
associated to the brands, taking this brand assets
and marketing brand. I said, we're going
to associate it to a marketing campaign. And this marketing campaign, it can be launched and LinkedIn
in different channels, or Google AdWords
or sponsorship. So now I'm going to associate this purpose and
literally wrap up. There are distinctive
brand assets. You can see here,
there's a purple, There's the shape effect, then the dots, digital dots. Alright, I'm standing
associated this brand assets with high every
Sunday in the future, if you remove hierarchy, you can distinctively
we see it's a high, very high every asset
and you satiating. So how this would work? Just move myself. They were associating, searching distinctive
brand assets, just specific stimulus or
buying, buying or marketing. Stimulus being marketing assets, your white paper
or your podcast, your sponsorship,
your celebrity. To create that
entry pathways and memory entry pathway
becomes hey, associated to that, to
that job to be done. So the brand becomes mentally
available really quickly. You don't want to use that
energy in the brain and to thereby situation in the
second, in our case. And when you say, Hey, with next-generation
or soma and strategy, if there's search for that word because they're in
a buying situation, they're googling and LinkedIn, they see a soma. They need to get
better at assortments. Product assortment
in the shelf space in retail stores,
they need to develop. They can refer to this, the thought leadership
product or asset, and then associate the color of purple and sofas
and in the future, when they see this
again and again, they can see purple is
associated with Hyper-V. It evokes the brand. So in this way, how works would be
something like this. So you have a target audience or your ideal customer profile
is blocked from Kellogg's. Colgate scrolling down
LinkedIn and this is purple. I remember purple, which is a channel we want to associate
the brand assets to, in this case, higher every
adding value in there buying, we're anchoring,
remember we're angry and they're binding situation. The seat for at least
the color purple is associated to high rate. You've got it keep going. If you keep on doing it,
it becomes habitual wear. Purple in that buying situation
is associated, ivory. This increases our chance to be noticed in that binds situation, which we've talked
about in the beginning. More importantly, into
the buying situation in a crowded space, in this case, social media. Either there's a lot of content there and if you see one or from a grain and it's
really different company, we can see purple because I must be at what
time are we up to? You? Repeat it. It's a long term. In this case, it's a social media campaign, but you can actually
replicate this campaign. The last thing is the
purple becomes a shortcut basically to evoke the hybrid brand
in a buying situation. Here's another
one. In this case, the channel is competences. Are the marketing channels
compensate anymore. You walk into a conference room, you can see from a distance
high, high Rihanna. Harvey is always associated with strategy simulation and strategy Assortment planning
and so forth. You continue to invest
in every way you do offline online in this case
is our conference, right? You can see the
purple coming out. So they're in a
buying situation and our conference or recall
what Harvard does, recalls in that buying
situation when they're in. So it's getting the right assets distinctive enough
on competition. You see competition
in the previous slide with the distinctive
benchmarking. And nobody owns purple. And so we want to
earn purple so that we can get that in by situation. Again, purple
becomes a shortcut. It's just the one
distinctive brand. It could be shapes
we can use as well. We can see little
dots there as well. Again, it records a brand. Next phase is
picking that right. So listed jobs to be done where that could be at work or it could be
with colleagues. What I feeling most likely
stress while they feel it, and what kind of
marketing assets can we do to solve that jobs
to be done, right? Messaging and then allocate those the brand assets
to that channel, which is, I just showed
you a few examples. Alright, so let's bring
that to life a little bit. So this is an example where somebody is doing an
assortment planning. There are there at work or offers that we've
colleagues or not. They've been maybe
a stressor home or stressed with the colleagues. They need to deliver
to a retailer. Assortment plans to the reader, Hey, this is what we should
have in your stores. So what we're gonna do, we're gonna use a
marketing asset, which is a report and the
messages which I showed you, which is the
next-generation tool by a third party vendor, reported that while
we're going to use is the high every purple color, the logo and tagline
associated with the asset. These are the channels similar
with here, in this case, seeking innovation that we're
launching new products, you need a better way to
forecast and assimilate the impact that they want to learn about this
at a conference. They're excited as far as
represents less stressful. They want to learn new stuff and the budgeting
for New Year's. So what can we do? Well, we will have guides. We have slides, slide
decks, which all purple. So keeping continues to the messaging here it was all about finding new innovation. And we ran a webinar in this case at a
conference and also at a conference about this
particular topic about Simulating new innovation with
AI and using our solution. So we're associating
guides and slides are all purple at a conference banners and speaking
engagements and a conference. But you can see it's
always the brand assets, marketing assets,
solving a problem. But as searching
that the purple, in our case, the Bretton
distinctive brand assets. So next time when they see
a purple or they're buying, buying situation
that we call hybrid. So here's an example, and you can continue to
build this out a little bit. So repetition leads to distinctive brand
assets over time. So we're trying to create
these category entry pathways, which is basically
when they're most receptive in their
buying situation, we want to associate
the brand assets to the bias situation with them for leadership and repeat it. Over time, the brand becomes mentally available just on you, which those brand assets. So you can see here, this
is the brand assets. I see now hybrid fits, but we associate with the purple across the customers are
ideal customer profiles. These are personas in Ohio. Associated web podcasts or a conference that's a
physical conference and other one day in our collateral towards purple associate
into this for leadership, this particular
positioning that alliance, the jobs to be done on
which is aligned to your own unique value
proposition doesn't make sense. So you see a bunch of
assets now and being associated to a problem, jobs to be done which
is associated to your unique value proposition.
7. Long term play, ride the waves & close : Okay. Last thing.
As I mentioned, it's a long-term thing, right? So finding a nice building your association,
maintaining presence. So it's all wave
that you go through. The first one is you need
to and determined that strong assets and what
the competition doing. So find those, do your benchmarking final
distinctive assets, only a few. You don't have to start
investing too much. And then this would hope
you also plan a forward in terms of how you want to protect their trademarks and so forth. So once you find your next, you need to build
association and protector and then
maintain it over time. You continue to look
at competition. Maybe you might tweak
things along the way. So there's not much
churn, drastic change. It's a long play. You need to continue to build out assets and associate
S it's nearby situation. Maintain that presence
always because two things, I'm married the case, people forget about you. The second competition
comes new company to own that space and
you want to protect it. So track competition. If things change, then you
can take action straightaway. So that's why it's
important to maintain it. So finding and build that association to those
assets in the right foot, leadership assets and
brand assets as well as marketing assets and bayonets and then
maintain it over time. So we're done. We're here, we're closing off. So to summarize,
the brand strategy is about being noticed in their biases in the buying
situation that matters, really matter for
your unique value, for your ideal
customer profiles. So what we covered off
is three fundamentals is what a customer is
doing in their jobs. So we can actually does and
how those jobs associated to an unique value proposition
and where we want to position your value proposition. Was it like the Nescafe
espresso premium or more? Cost-effective? It's all about precision. And then you pick
assets, current assets, or distinctive brand
assets associated to that, to that, to that
jobs to be done. But in a distinctive way, meaning you want to invest in distinctive
assets that you own, predict that is different
to the competition. So it's clearly stands out. So you want to create
this uniqueness and build fame over time. And then once you know
what the job is to be done and what what kind of
distinctive brand assets, colors and pellets and so forth. Then you need to associate that, those distinctive assets to
thought leadership content, something that
sponsorship or celebrity. Over time, it builds that. Recall our shortcut recourse
when I say George Clooney, it records coffee and
it recalls the brand. So in that situation or
in a KitKat example, I need a break. I need a KitKat. So automatically you don't, It's shortcut, just boom. Whenever buying situation, hopefully you found
that super useful. Download the guides, download
the templates and start building it as
those three things you need to worry
about jobs to be done. What distinctive brand assets? How do we associate it? Those brand assets in that
buying situation. Thank you. Take care. Bye.
Franki Chamaki, B2B marketing & Coffee
