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Branding Strategies for Experts
- 1. HOW TO LAUNCH YOUR BIG IDEA @GreenleafBookGr #bigideas2015 SETTING YOURSELF UP FOR SUCCESS
- 2. SCOTT JAMES • Greenleaf Book Group, Manager of Brand Strategy • @scottandjames WELCOME
- 3. Nothing is more powerful than an idea whose time has come. - Victor Hugo
- 4. WHAT IS A “BIG IDEA?”
- 5. A BIG IDEA… Creates change Sets you apart Inspires long-term commitment Gets you excited! What’s your BIG IDEA? Tweet @GreenleafBookGr #bigideas2015 ✓ ✓ ✓ ✓ A BIG IDEA…
- 6. What’s your BIG IDEA? Tweet @GreenleafBookGr #bigideas2015 MEET ERIC • Physical Therapist • 15 years experience • “Everyone can be healthy.”
- 7. 3 VISION CONTEXT PROMISE REALITY 1 2 3 4
- 9. VISION & MOTIVATION What is driving you? Where do you see yourself in 3-5 years? What does success look like?✓ ✓ How do you define success? Tweet @GreenleafBookGr #bigideas2015 ✓ VISION & MOTIVATION
- 10. How do you define success? Tweet @GreenleafBookGr #bigideas2015 - Has seen too many companies stall or fail because of guesswork - Wants to become an expert consultant - Interested in a book & speaking IDEA: “Everyone can be healthy.” - Sees too many suffering from preventable, stress-related injuries - Wants to develop a training program and related products
- 11. READY FOR ? CONTEXT & LANDSCAPE 2
- 12. AUDIENCE COMPETITION Who are your biggest fans? Tweet @GreenleafBookGr #bigideas2015 SELF- AUDIT 1 2 3
- 13. AUDIENCE Whose problem are you solving? Who are the decision-makers? Narrow focus to primary & secondary targets ✓ ✓ Who are your biggest fans? Tweet @GreenleafBookGr #bigideas2015 ✓
- 14. Who are your biggest fans? Tweet @GreenleafBookGr #bigideas2015
- 15. COMPETITORS Who is already big in your space? What will people find when they search through Google or Amazon? Look at all types of media ✓ ✓ @GreenleafBookGr greenleafbookgroup.com ✓
- 17. SELF-AUDIT What are you currently doing well? What are you known for? Who already knows you? ✓ ✓ What are you known for? Tweet @GreenleafBookGr #bigideas2015 ✓
- 18. What are you known for? Tweet @GreenleafBookGr #bigideas2015 Currently: - Volunteers monthly at local hospital - Has a sheet of tips he sends to friends - Working with a designer on a prototype
- 20. VISION PROMISE How will you change the world? Tweet @GreenleafBookGr #bigideas2015 DIFFERENT- IATION 1 2 3
- 21. VISION What drives you & your idea? How would you change the world? What gets better? ✓ ✓ How will you change the world? Tweet @GreenleafBookGr #bigideas2015 ✓
- 22. How will you change the world? Tweet @GreenleafBookGr #bigideas2015 VISION: Repetitive motion injury sufferers (RMIS) find long-term relief without surgery or medicine
- 23. PROMISE Get specific How does your audience benefit? What translates across mediums? ✓ ✓ What is your core promise? Tweet @GreenleafBookGr #bigideas2015 ✓
- 24. What is your core promise? Tweet @GreenleafBookGr #bigideas2015 PROMISE: System for analyzing data that virtually eliminates guesswork VISION: RMIS find long-term relief without surgery or medicine PROMISE: Tools and training to beat chronic hand & wrist pain
- 25. DIFFERENTIATION What makes you unique? Why should anyone care? WOW factor ✓ ✓ What is your X-factor? Tweet @GreenleafBookGr #bigideas2015 ✓
- 26. What is your X-factor? Tweet @GreenleafBookGr #bigideas2015 PROMISE: System for analyzing data that virtually eliminates guesswork DIFFERENTIATION: 360° Q & A structure that teams can self-facilitate VISION: RMIS find long-term relief without surgery or medicine. PROMISE: Tools and training to beat chronic hand & wrist pain DIFFERENTIATION: Live video coaching
- 28. Eventually everything connects – people, ideas, objects. The quality of the connections is the key to quality per se. - CHARLES EAMES
- 30. CORE STRENGTHS What are you already doing? What areas do people frequently come to you for help with? When do you feel most alive? ✓ ✓ When do you feel most alive? Tweet @GreenleafBookGr #bigideas2015 ✓
- 31. PERSONAL ROLE Where are you most needed? What can you delegate or outsource? What can ONLY YOU do? ✓ ✓ What can ONLY YOU do? Tweet @GreenleafBookGr #bigideas2015 ✓
- 32. T i m e & T r a v e l Key things to consider… F i n a n c i a l N e e d s P u b l i c f a c i n g ? @GreenleafBookGr greenleafbookgroup.com
- 33. GETTING HELP What do you know you don’t want to be responsible for? Where will you need to delegate, hire out, or get help with? Who can you ask for feedback? ✓ ✓ @GreenleafBookGr greenleafbookgroup.com ✓
- 35. Tweetyour BIG IDEA For a chance to win a FREE consultation with one of our brand strategy experts! @GreenleafBookGr #bigideas2015
- 37. @GreenleafBookGr greenleafbookgroup.com Thank you! For more details about our brand development services, contact mmasumiya@greenleafbookgroup.com
- 38. Photo Credits Slide 7 “Islas Canarias Ocean Earth Pro ” by El Coleccionista de Instantes is licensed under CC BY 2.0 Slide 16 http://www.equilibrialeadership.com/ Slide 16 http://booksforabetterlife.com/portfolio/7-habits-of-highly-effective-people/ Slide 16 http://www.mousemitt.com/ Slide 16 http://www.amazon.com/Overcoming-Repetitive-Motion-Injuries-Rossiter/dp/1572241349 Slide 32 “Coin Stacks” by frankieleon is licensed under CC BY 2.0