Where's the Beef? Defining your brand's Big Idea

Michelle A. HeathFounder & CEO

Growth Street Marketing@michelleheath @growthstreet

www.growthstreetmarketing.comwww.michelleaheath.com

Where’s the beef?Defining your brand’s big idea.

www.growthstreetmarketing.com

Where’s the beef?

Is your brand bun or beef?Bun

Fluffy Squishy

Gets soggy fast No nutritional

value Stale Unmemorable

BeefJuicy Addictive

Memorable Emotional Friend-worthy

Loveable

The beef: Your brand’s Big Idea

What is the Big Idea?• Defines your company at its heart and sole• Clearly and simply differentiates your brand• Sets you apart from the competition• Connects you with your customers• Delivers value and conveys emotion• Is the core of your brand position

How to define your brand’s big idea

It starts with WHY…1. Why would a customer buy your product?2. What value does your product deliver to your customer?3. Why is your product different than other similar products on the market?4. Why is your product valuable in your market?5. Why do your customers love your product?(What else do they want it to do?)

AND NOW…A FEW EXAMPLES OF THE GOOD.THE MEH.

THE NEEDS HELP.

Yesware

“Improve sales performance.” Clear, simple, easy to understand. Focused on delivering value. Love it.

WayfairWayfair clearly articulates their value to customers: To make Wayfair your favorite place online to buy anything for your home. Love how they use human speak and create an emotional connection. Homepage could leverage this value and position more.

OvulineOvuline uses data to help couples conceive faster and have healthy pregnancies.” Love the simplicity but data sounds sterile and non-human. Focus on the customer value first…even if it’s your core IP. Avoid buzzwords.

Cloudera“Ask Bigger Questions. The Cloudera Enterprise Data Hub has arrived.” What value is there in me asking bigger questions or having an enterprise data hub? Buzzwords might be key to funding but don’t translate to customers. Differentiation is key to your Big Idea, big data.

The HowHow do you put your Big Idea into action?• Messaging

– Consistency is key – Messaging consistency across channels makes your Big Idea even bigger– Use every opportunity in your marketing to reinforce your Big Idea– Programs and campaigns roll-up to the Big Idea messaging– Create messaging hierarchy/brand bible for company, agencies, vendors

• Reinforce your Big Idea across channels– Social Media– Email– Website– App/Mobile– Call Center– In-store– Print

Bring on the beef

• Focus on defining your brand’s Big Idea– Start by asking WHY– Articulate your differentiation– Communicate your brand’s value to the customer–Make an emotional connection– Avoid buzzwords and talk to humans like humans– Keep it simple

Need help with your Big Idea?Michelle A. HeathFounder & CEOGrowth Street Marketing www.growthstreetmarketing.comwww.michelleaheath.com

Connect with me:michelle@growthstreetmarketing.com@michelleheath@growthstreetlinkedin.com/in/michelleheath

Where's the Beef? Defining your brand's Big Idea

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