1. The document discusses developing an effective brand strategy and outlines key components including defining why the brand exists, its mission, and desired future vision. 2. It emphasizes that an effective brand strategy starts by explaining why the brand does what it does, then clearly stating what the brand does. 3. The document also provides tips for storytelling and engaging audiences, capturing and communicating the brand, and creating emotional connections with consumers.

1. Developing a Brand Strategy@SFAGENCY

10. WHY DO YOU EXIST?
What’s wrong with the world & how do you intend to fix it?
MISSION

11. THE DESIRED FUTURE STATE
What’s the world look like now that you’ve fixed it?
VISION

12. To feed America’s hungry through a
nationwide network of member food banks and
engage our country in the fight to end hunger.
A hunger-free America

13. 1. WHY
2. WHAT
3. INVITE..
INGREDIENTS
3 1. WHY
2. WHAT
3. ASK
INGREDIENTS

14. WHY
.
1
PEOPLE DON’T BUY WHAT YOU DO
THEY BUY WHY YOU DO IT
WHY

15. WHAT?
.
2
TEE UP THE OPPORTUNITY
WHAT

16. INVITE...
.CLEARLY SAY WHAT YOU NEED &
INVITE YOUR LISTENERS TO JOIN YOU
3 ASK

17. #TWITPITCH

20. Look to storytelling archetypes
There's a theory that stories fall into a series of patterns. Archetypes.
Templates for storytelling.
"The Quest" a hero overcomes numerous odds
"Comedy" we introduce confusion which must then be resolved
"Overcoming the Monster" where the hero defeats a pain point
"Rebirth" we show that there has to be a better way.

21. C A P T U R E
C R E A T E
C O M M U N I C A T E

24. BRAND PROPOSTION
[In less than 5 words]

27. BRAND POWER

28. How you think, feel & behave towards a brand

29. Design the conditions
that encourage the
behaviours you desire

30. BRAND EQUITY

31. The prices, market share, visual recognition
placebos and profitability your brand commands

37. STRATEGY

39. TRANSFORMATION
The Business of

40. Is your company dedicated to EXCEEDING customer expectations?

41. Do you excite such DEDICATION in your customers that they
do much of the MARKETING and PROMOTION for you?

42. EXERCISE
WHAT IS YOUR?
Unique Selling Proposition
Mission
Brand Promise

53. WEF Report on Future of Jobs

58. BRAND as SOCIAL

61. “You don't need to write anymore—just write a good
headline and point. If what you're pointing at turns
out to be a steaming turd, well, then repackage
the steam and sell it back to us.”
- Luke O’neil, Writer

65. Consumer - Product Relationships

67. DELIGHTFUL
over
CREEPY

68. are just 2 sides of the same
CULTURE
&
BRAND

75. How do you create an emotional
connection to a commodity?

78. GIVE & GET
Discovery what you listener
really cares about

79. TRUST
Don’t Fake it to Make It
CONSISTENCY
OFFLINE
PERSIST
Influencers have been persevering
for minimum of 6 Years
Be Predictable
Meet People Face to Face

80. HYGIENE FACTORS

81. EMOTIONAL FACTORS

85. Look to storytelling archetypes
Get a working web site and analytics up and running.
Track where your visitors are coming from (marketing campaign,
search engine, etc) and how their behaviour differs.
What were your hypotheses about your web site results?
Continue to test, tweak and twerk.

96. #TWITPITCH 2.0

98. C O N T E X T

99. Fundamental
Attribution
Error

100. You need to test
rather than assume
which context your
message will be
best recived in

101. C O M M U N I T Y

102. C O N T E N T

103. What would you
like your business
to be recognised as?

104. G E T M O V I N G .

105. S O C I A L F A B R I C . C O M

106. T H A N K Y O U