The document discusses how to define your brand through developing clear and concise key messages and positioning. It emphasizes the importance of understanding your target customer and competitors, and establishing consistency across platforms in communicating what makes your brand unique and memorable to drive customer choice. Examples are provided of strong shoe brands like Christian Louboutin, Toms, Nike, and Zappos that have successfully defined their brands through distinctive positioning and consistent messaging.

1. @RaniMonson@RainMakingMkt
Key Messages: Your Brand’s
Stiletto Heel

2. @RaniMonson@RainMakingMkt
Let’s Make the Most of Our Time
slideshare.net/ranimonson/

3. @RaniMonson@RainMakingMkt
Hypocrite Oath

4. @RaniMonson@RainMakingMkt
TO TALK ABOUT
SHOES!
Why we’re really here…

5. @RaniMonson@RainMakingMkt
Quick (Female) Shoe Primer
• Heel height / type of
heel
– Wedge
– Platform
– 3 inch
• Color
• Material
• Open toe / closed
• Decoration
• Brand
• Price

6. @RaniMonson@RainMakingMkt
Why Should I Care About Shoes?!
• You don’t have to…
• …but it’s a great analogy to help you define
your brand

7. @RaniMonson@RainMakingMkt
Seth Godin’s Definition of a Brand
A brand is the set of
expectations, memories,
stories and relationships that,
taken together, account for a
consumer’s decision to choose
one product or service over
another.

8. @RaniMonson@RainMakingMkt
Defining Your Brand
• Start with the 5 W’s
– Who
– What
– Where
– When
– Why
• Don’t forget “how”
• Write all of these down

9. @RaniMonson@RainMakingMkt
Keep Your Customer In Mind
Remember: Your Target Client Might
Not Be Your Actual Clients

10. @RaniMonson@RainMakingMkt
Be Memorable
• How are you different
from the competitor?
• What is unique about
your brand?
• …yes, you’re still writing
all this down &
brainstorming about your
brand

11. @RaniMonson@RainMakingMkt
Stuck?
• Review your competitors
• Look at companies /
brands you aspire to
emulate
• Review keywords being
searched for on Google
in your field
• Interview your clients --
why did the hire you?
– Consider having
someone else do this
• Survey your clients

12. @RaniMonson@RainMakingMkt
Your Deliverable: Your Branding
• A clear set of short,
concise messages
that communicate
the benefits of the
brand
• This becomes the
platform for all
communication
tactics and
marketing efforts

13. @RaniMonson@RainMakingMkt
What Do You Mean By Platform
• Establishing an
image and
communicating it
consistently is
required for any
brand to establish
itself and to build
awareness
• Then, determining
the right places you
need to be for your
brand

14. @RaniMonson@RainMakingMkt
Source: SocialMediaToday

15. @RaniMonson@RainMakingMkt
STRONG SHOE
BRANDS
Examples of branding that
works via shoes…and how
it’s carried out across
various platforms (ha!)

16. @RaniMonson@RainMakingMkt
Christian Louboutin: Red Sole

17. @RaniMonson@RainMakingMkt

18. @RaniMonson@RainMakingMkt
Toms

19. @RaniMonson@RainMakingMkt
Toms

20. @RaniMonson@RainMakingMkt
Toms

21. @RaniMonson@RainMakingMkt
Nike

22. @RaniMonson@RainMakingMkt
Nike
• Only on Twitter & Facebook
• Nike doesn’t have to be everywhere…do you?

23. @RaniMonson@RainMakingMkt
Zappos: Customer Service
“We've aligned the entire organization around one
mission: to provide the best customer service possible.
Internally, we call this our WOW philosophy.”
• Look at all the ways they are doing this…just on the
home page

24. @RaniMonson@RainMakingMkt
Back to Your Brand
• Brand is the single
largest asset of any
organization
• Your job is to protect
the brand by
communicating clearly
& consistently what the
brand stands for
– And what it doesn’t
represent

25. @RaniMonson@RainMakingMkt
Quick Review: Defining Your Brand
Questions you need to
answer:
• The 5 W’s + How
• Who is your ideal
customer?
• What’s memorable about
your brand?
Then come up with your
key messages
• Be consistent
• Be concise

26. @RaniMonson@RainMakingMkt
Q & A
+
CONTACT INFO
Rani Monson
Rani@RainMakingMarketing.com
http://www.slideshare.net/ranimonson