How to build a brand and gain mindshare through knowledge content, relationship management, and industry leadership. We will discuss how to properly position, create a following, and build momentum over time, helping your company continuously and methodically grow. Jim will discuss proven strategies that help develop a strong following, help a brand spread itself efficiently, and create an organization built on knowledge demand - no matter the product, service, or organization size.

1. start small.
think big.
MARCh 8, 2011
PHIrE BRANDING COMPANY

2. start small. tHInk bIg. // MARCh 8, 2011 // PHIrE BRANDING COMPANY p.2
my namE Is JIm.
tOnight WE’RE
gOing tO gEt tO
WORk.

3. start small. tHInk bIg. // MARCh 8, 2011 // PHIrE BRANDING COMPANY p.3
tonIgHt’s
PanElIsts:
YOu.

4. start small. tHInk bIg. // MARCh 8, 2011 // PHIrE BRANDING COMPANY p.4
our goals:
DEfinE YOuR businEss.
builD a knOWlEDgE stRatEgY.
ChOOsE tOOls anD tEChniquEs.
builD a fOllOWing.
spREaD thE WORD.

5. start small. tHInk bIg. // MARCh 8, 2011 // PHIrE BRANDING COMPANY p.5
Common “small”
mIstakEs.

6. start small. tHInk bIg. // MARCh 8, 2011 // PHIrE BRANDING COMPANY p.6
small Is not a
sustaInablE
PoInt of
dIffErEnCE.
(if YOu aCt YOuR sizE,
YOu’ll alWaYs bE YOuR sizE.)

7. start small. tHInk bIg. // MARCh 8, 2011 // PHIrE BRANDING COMPANY p.7
don’t tHInk
your modEl Is so
unIquE tHat you
Can’t rEvEal tHE
sECrEt sauCE.
(if YOu’RE gOOD,
it Can’t bE REpliCatED.)

8. start small. tHInk bIg. // MARCh 8, 2011 // PHIrE BRANDING COMPANY p.8
laCk of
ConfIdEnCE Is
quICk dEatH.
(if YOu DOn’t shOW ExpERtisE,
nO OnE Will buY YOuR ExpERtisE.)

9. start small. tHInk bIg. // MARCh 8, 2011 // PHIrE BRANDING COMPANY p.9
EmulatIon
EnsurEs
subordInatIon.
(if YOu’RE simpl a “mE tOO”,
Y
YOu’vE pROviDED nO ChOiCE.)

10. start small. tHInk bIg. // MARCh 8, 2011 // PHIrE BRANDING COMPANY p.10
don’t fakE It
untIl you makE It.
Just makE It .
(i hatE that tERm.
if YOu nEED tO fakE it,
YOu WOn’t makE it.)

11. start small. tHInk bIg. // MARCh 8, 2011 // PHIrE BRANDING COMPANY p.11
don’t fakE It
untIl you makE It.
Just makE It .
(i hatE that tERm.
if YOu nEED tO fakE it,
YOu WOn’t makE it.)

12. start small. tHInk bIg. // MARCh 8, 2011 // PHIrE BRANDING COMPANY p.12
tHE CyClE of
growtH. perception.
Knowledge creates
Perception creates growth.
Growth creates experience.
Experience creates knowledge.

13. start small. tHInk bIg. // MARCh 8, 2011 // PHIrE BRANDING COMPANY p.13
brandEd ContEnt
Is tHE nEw salEs.
(thE mORE YOu shaRE,
thE bEttER YOu’ll DO.)

14. start small. tHInk bIg. // MARCh 8, 2011 // PHIrE BRANDING COMPANY p.14
you arEn’t Just
a ProduCt not
.
Just a sErvICE.
you arE a
markEtEr.
(WhEthER YOu likE it OR nOt.)

15. start small. tHInk bIg. // MARCh 8, 2011 // PHIrE BRANDING COMPANY p.15
ProduCt or
sErvICE wItHout
knowlEdgE or
PErsPECtIvE =
CommodIty .
(intElligEnCE = valuE.)

16. start small. tHInk bIg. // MARCh 8, 2011 // PHIrE BRANDING COMPANY p.16
ContEnt =
CurrEnCy .
sHarIng =
markEtIng.
no ContEnt =
CommodIty .

17. start small. tHInk bIg. // MARCh 8, 2011 // PHIrE BRANDING COMPANY p.17
makE your brand
sPrEadablE.
(if YOu’RE small,
YOu havE nO ChOiCE.)

18. start small. tHInk bIg. // MARCh 8, 2011 // PHIrE BRANDING COMPANY p.18
no mass mEdIa =
grassroots.
grassroots =
lEttIng otHErs
markEt on your
bEHalf.

19. start small. tHInk bIg. // MARCh 8, 2011 // PHIrE BRANDING COMPANY p.19
In ordEr for
otHErs to sPrEad
your word, you
nEEd to CrEatE,
CuratE, and
nurturE your
word.

20. start small. tHInk bIg. // MARCh 8, 2011 // PHIrE BRANDING COMPANY p.20
tyPEs of ContEnt:
blOg WEbinaRs
miCROblOg sEminaRs
WhitE papERs pR/authORship
maRkEt REpORts CasE stuDiEs(aCaDEmiC mORE
than pROmOtiOnal)
viDEO sElf publiCatiOn
pODCasts
fORums

21. start small. tHInk bIg. // MARCh 8, 2011 // PHIrE BRANDING COMPANY p.21
brandEd ContEnt
EffECtIvEnEss:
bRanDED COntEnt 72%
magazinE aDvERtising 28%
bRanDED COntEnt 66%
tv aDvERtising 34%
bRanDED COntEnt 66%
DiRECt mail 34%
bRanDED COntEnt 66%
publiC RElatiOns 34%
source: A Look at how Corporate America Invests in Branded Content: 2010, ContentWise

22. start small. tHInk bIg. // MARCh 8, 2011 // PHIrE BRANDING COMPANY p.22
CHI solutIons.
CasE stuDY

23. start small. tHInk bIg. // MARCh 8, 2011 // PHIrE BRANDING COMPANY p.23

24. start small. tHInk bIg. // MARCh 8, 2011 // PHIrE BRANDING COMPANY p.24

25. start small. tHInk bIg. // MARCh 8, 2011 // PHIrE BRANDING COMPANY p.25

26. start small. tHInk bIg. // MARCh 8, 2011 // PHIrE BRANDING COMPANY p.26
PlanEt bluE.
CasE stuDY

27. start small. tHInk bIg. // MARCh 8, 2011 // PHIrE BRANDING COMPANY p.27

28. start small. tHInk bIg. // MARCh 8, 2011 // PHIrE BRANDING COMPANY p.28

29. start small. tHInk bIg. // MARCh 8, 2011 // PHIrE BRANDING COMPANY p.29

30. start small. tHInk bIg. // MARCh 8, 2011 // PHIrE BRANDING COMPANY p.30

31. start small. tHInk bIg. // MARCh 8, 2011 // PHIrE BRANDING COMPANY p.31
don’t HavE
ContEnt?
bE an aggREgatOR.

32. start small. tHInk bIg. // MARCh 8, 2011 // PHIrE BRANDING COMPANY p.32
stratEgy Is
Paramount .

33. start small. tHInk bIg. // MARCh 8, 2011 // PHIrE BRANDING COMPANY p.33
PatIEnCE Is
nECEssary .

34. start small. tHInk bIg. // MARCh 8, 2011 // PHIrE BRANDING COMPANY p.34
I lovE It.
tHIs Is kInd of Hard.
wHErE’s tHE fEEdbaCk?
I’m borEd.
mEH.

35. start small. tHInk bIg. // MARCh 8, 2011 // PHIrE BRANDING COMPANY p.35
tHE tools
you’ll nEEd.
COnsistEnCY .
patiEnCE.
tRust.
inspiRatiOn.

36. start small. tHInk bIg. // MARCh 8, 2011 // PHIrE BRANDING COMPANY p.36
you fEar:
i DOn’t Want tO
shaRE.
you sHould rEall fEar:
y
bEing invisiblE

37. start small. tHInk bIg. // MARCh 8, 2011 // PHIrE BRANDING COMPANY p.37
you fEar:
Wasting timE With nO
immEDiatE REtuRn.
you sHould rEall fEar:
y
lOOking infERiOR tO
YOuR COmpEtitiOn.

38. start small. tHInk bIg. // MARCh 8, 2011 // PHIrE BRANDING COMPANY p.38
you fEar:
laCk Of timE.
you sHould rEall fEar:
y
COlD Calling.

39. start small. tHInk bIg. // MARCh 8, 2011 // PHIrE BRANDING COMPANY p.39
you fEar:
i DOn’t knOW hOW tO
staRt.
you sHould rEall fEar:
y
nOt having a
stRatEgY.

40. start small. tHInk bIg. // MARCh 8, 2011 // PHIrE BRANDING COMPANY p.40
lEt’s
start .

41. start small. tHInk bIg. // MARCh 8, 2011 // PHIrE BRANDING COMPANY p.41
wHo’s In your
sPaCE?
COmpanY ______________.
thEY’RE thE ________________COmpanY.

42. start small. tHInk bIg. // MARCh 8, 2011 // PHIrE BRANDING COMPANY p.42
wHat’s your
PosItIon?
uniquE pOint Of DiffEREnCE.

43. start small. tHInk bIg. // MARCh 8, 2011 // PHIrE BRANDING COMPANY p.43
for the (your target customer)
who needs (their need),
(you) is/are the (frame of reference),
with a (reason to believe).

44. start small. tHInk bIg. // MARCh 8, 2011 // PHIrE BRANDING COMPANY p.44
wHat doEs your
ComPany stand
for? that DEsCRibE YOuR
fOuR WORDs
pOints Of DiffEREnCE.

45. start small. tHInk bIg. // MARCh 8, 2011 // PHIrE BRANDING COMPANY p.45
wHat’s your
PErsonalIty? YOuR
fOuR WORDs that pERsOnifY
COmpanY.

46. start small. tHInk bIg. // MARCh 8, 2011 // PHIrE BRANDING COMPANY p.46
wHat arE your
CustomErs
and PotEntIal
CustomErs
CravIng?

47. start small. tHInk bIg. // MARCh 8, 2011 // PHIrE BRANDING COMPANY p.47
samPlE story
tItlEs of
artIClEs/
PrEsEntatIons/
blog Posts.

48. start small. tHInk bIg. // MARCh 8, 2011 // PHIrE BRANDING COMPANY p.48
morE tIPs:
bE human.
bE appROaChablE anD simplE.

49. start small. tHInk bIg. // MARCh 8, 2011 // PHIrE BRANDING COMPANY p.49
your brand Is a
lIvIng, brEatHIng
tHIng.

50. start small. tHInk bIg. // MARCh 8, 2011 // PHIrE BRANDING COMPANY p.50
your wEbsItE
as a knowlEdgE
aggrEgator.

51. start small. tHInk bIg. // MARCh 8, 2011 // PHIrE BRANDING COMPANY p.51
monItor.
lEt analytICs bE
your guIdE.

52. start small. tHInk bIg. // MARCh 8, 2011 // PHIrE BRANDING COMPANY p.52
don’t
(nECEssarIly)
loCk ContEnt .
trust tHE
unIvErsE.

53. start small. tHInk bIg. // MARCh 8, 2011 // PHIrE BRANDING COMPANY p.53
It works.
wItH any ComPany.
any ProduCt .
any sErvICE.

54. start small. tHInk bIg. // MARCh 8, 2011 // PHIrE BRANDING COMPANY p.54
If you gIvE your
CustomErs
notHIng to
sHarE, you arE
guarantEEIng
tHat tHEy won’t .

55. start small. tHInk bIg. // MARCh 8, 2011 // PHIrE BRANDING COMPANY p.55
wHat’s tHE
EndgamE?
Winning. Duh.

56. start small. tHInk bIg. // MARCh 8, 2011 // PHIrE BRANDING COMPANY p.56
q
anD
a.