BUILDING YOUR BRAND ON
A BUDGET
JULY 30, 2015

2
Nancy Goldstein
nancy@compassxstrategy.com
@CompassX
Monika Wingate
monika@digsite.com
@myDigsite

TODAY’S AGENDA
3
FIVE STEPS TO BUILD
YOUR STRATEGY
MAXIMIZE YOUR BUDGET
USING ITERATIVE
INSIGHTS
1. DOING THE RIGHT
THINGS
2. DOING THINGS RIGHT

4
LET’S TALK ABOUT BUILDING YOUR BRAND

BUILDING YOUR BRAND ON A BUDGET
5
IN FIVE EASY STEPS! ASK ME HOW!
1
DEFINE
SUCCESS
FIND
YOUR
PEOPLE
STAND
FOR
SOMETHING
SAY
SOMETHING
THAT
MATTERS
REACH THEM
WHERE THEY
ARE
2 3 4 5

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DEFINE SUCCESS
How could this happen? I was so careful. I picked
the wrong play, the wrong director, the wrong cast.
Where did I go right?
- Max Bialystock, The Producers

WHAT ARE YOUR GOALS?
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WHAT DOES SUCCESS LOOK LIKE FOR YOU?
Impact?
Financial?
Distribution?

GOALS GUIDE YOUR ACTIVITIES
WITHOUT GOAL, YOU MAY BE WASTING TIME AND MONEY ON THE WRONG THINGS
GOAL: GAIN 20 NEW
CUSTOMERS
GOAL: SELL ONE MILLION
UNITS
SHOULD YOU:
• Hire more sales people?
• Build a library of HELP videos?
• Invest in Google Adwords?
• Create a Superbowl ad?
or

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FIND YOUR PEOPLE
We are not groupies. Groupies sleep with rock stars because they want to
be near someone famous. We are here because of the music. We inspire
the music. We are Band-Aids.
- Penny Lane, Almost Famous

BE SPECIFIC
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ALL WOMEN, PEOPLE WHO USE TECHNOLOGY, OR WHO LOVE FOOD ARE NOT THE SAME!
20-SOMETHING NYC WORKING WOMAN 20-SOMETHING NYC WORKING WOMAN

IN B2B, BUSINESSES DON’T BUY SERVICES. PEOPLE
DO.
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SALES
Sell smarter and faster with the
world’s #1 CRM
MARKETING
The future of marketing is 1 to 1
customer journeys
CUSTOMER SERVICE
Support every customer. Anytime.
Anywhere.
The SALESForce customer success platform helps companies
connect to their customers in a whole new way
SALESFORCE DOES IT WELL

QUESTIONS TO ASK
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Beyond gender and age, who are your ideal clients?
Why them vs. someone else?
What matters to them?

STAND FOR SOMETHING
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Nerds, jocks. My side, your side. It’s all bullsh*t. Its hard
enough just trying to be yourself.
- Ronald Miller, Can’t Buy Me Love

NIKE IS MORE THAN THE SHOES IT SELLS
14 Sources: nike.com; reebok.com; “Nike, Cultural Relevance, and Market Dominance,” W5 Blog, 10/22/14

QUESTIONS TO ASK
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What does your brand stand for? What matters to you?
How does your execution reflect those values and your culture?
Are decisions based on what is meaningful for your brand or are you reacting to what your
competitors do?

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Mike Cameron: How did you get Diane Court to go out with you?
Lloyd Dobler: I called her up.
Mike Cameron: But how come it worked?
Lloyd Dobler: I’m Lloyd Dobler.
- Lloyd Dobler, Say Anything
SAY SOMETHING
THAT MATTERS

SAY SOMETHING THAT MATTERS
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What is their current lens?
What does your audience
think, feel, or do now?
Your Messaging
As a result of your awesome,
what will the audience think feel
or do in the future?

EXAMPLE: METHOD CLEANING PRODUCTS
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PEOPLE WEREN’T LOOKING FOR TOXIC-FREE CLEANING
“It’s as if you found out Skittles are good for you,”
- Method co-founder Eric Ryan
Source: NYT, Ads for Method Celebrate the Madness. By STUART ELLIOTTMARCH 12, 2012

QUESTIONS TO ASK
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Why does your audience care that you exist?
What will motivate them to take action?
Why will your product or service be the thing that motivates them?

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REACH THEM WHERE THEY ARE
Lucille Bluth: I’ll be at the hospital bar.
Michael Bluth: Uhhh, you know there isn’t a hospital bar, mother.
Lucille Bluth: Well, this is why people hate hospitals
- Lucille Bluth, Arrested Development

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WHERE DO PEOPLE GO TO LEARN ABOUT WHAT YOU SELL?
VARIES BY WHERE THEY ARE IN THE BUYING PROCESS
INTEREST REVIEW/DISCUSS ENGAGE/BUY

BUILDING YOUR BRAND ON A BUDGET
22
IN FIVE EASY STEPS! ASK ME HOW!
1
DEFINE
SUCCESS
FIND
YOUR
PEOPLE
STAND
FOR
SOMETHING
SAY
SOMETHING
THAT
MATTERS
REACH THEM
WHERE THEY
ARE
2 3 4 5

USING RESEARCH TO ANSWER YOUR QUESTIONS
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THESE ARE IMPORTANT QUESTIONS…DON’T GUESS!
ASK PEOPLE IN PERSON USE ONLINE TOOLS TALK TO EXPERTS
NO!!!!! THAT IS CREEPY!!!!OBSERVE WHAT PEOPLE DO

TODAY’S AGENDA
24
FIVE STEPS TO BUILD
YOUR STRATEGY
MAXIMIZE YOUR BUDGET
USING ITERATIVE
INSIGHTS
1. DOING THE RIGHT
THINGS 2. DOING THINGS RIGHT

AVOID THE PROJECT RESEARCH TRAP
25

SET YOURSELF UP FOR SUCCESS
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Build
Iterative
Insights
Plan
For broader business
objectives
Collaborate using
a broader team
Create Multiple
Milestones
Leverage
Qualitative Technology

PLANNING FOR ITERATIVE INSIGHTS
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HOW INSIGHT COMMUNITIES WORK
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Gen
erate
Idea
s
Build
Conc
epts
Test
Prod
ucts
Deve
lop
Bran
ding
Go
to
Mark
et
ITERATE WITH YOUR TARGET OVER TIME
?
?
?
?
?

INSIGHT COMMUNITIES FOSTER ENGAGEMENT
29

COMBINE COMMUNITIES WITH IN-PERSON
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CASE STUDIES
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QUESTIONS?

Nancy Goldstein
Chief Strategist
(e) nancy@compassxstrategy.com
(c) 773-255-4853
Monika Wingate
co-founder and CEO
(e) monika@digsite.com
(c) 608-212-2855