Gain clarity and consensus among your executives, managers and staff about the distinct value your company offers. Find and focus on the one unique thing you own that will tip sales in your favor. Get better performance from your brand, your people and your organization.
1) Know Your Self
Find out what really matters. What is essential and irreducible? Come at it from different perspectives.
2) Elevate Your Story
Find story themes and elements that will resonate with your most profitable prospects and customers.
3) Write Your Story
Make it true. Make it epic! Pitch it forward. Paint a picture of what the future looks like when you succeed. Connecting with people through story is the most powerful way to instill a belief system.
4) Perform your Story
What aspects are best expressed through different media: your website, your newsletter, talking points for different audiences, and your elevator speech?
Engagements can typically last one to three months. Faster if scheduling allows.
Sometimes identifying your most distinct and powerful difference or value is like mining for ore. You sift and take away everything that isn’t it. Sometimes it is like weaving themes and elements together to make a rich tapestry. Sometimes it requires literary investigation to discover what universal themes, archetypes and mythology we can tap into to stir the imaginations of your customers and audiences. For newer companies the process is more like farming, in that you claim fertile ground, sow seeds, cultivate, and then reap what you sow.
Brand is rooted in story. Your story is a bright beacon that will attract your most natural and profitable audiences. Your archetypes taps into the universal consciousness all humans share. Embracing the characteristics of your archetype is the best way to satisfy the unfulfilled narrative of your customers and stakeholders.
Business needs include:
• The way you tell your story is too safe or you’re leaving out the best parts.
• You don’t understand your company’s category or position in the category.
• Your story gets hijacked or watered down before it reaches your customer.
• Sales are flat.
• Your departments/managers are siloed.
• Investors/Funders don’t get you.
• Your employees bolt for the door at 5 pm.
Besides making money, why do you do what you do? Does that really matter? What does the future look like when you succeed? What’s in it for the rest of us?
How do you tell your story in three acts? How do you make your customer and stakeholder the protagonist of the story?
What part of the story works on a website landing page? What part is most effective in newsletter or an elevator pitch?
We will customize a package based on needs, budget and the number of attendees.
Using brand archetypes takes the mystery and guesswork out of branding. Your brand archetype instantly gives you fresh direction and focus. It influences your choice of words, images, titles used to market your business. Your brand archetype sets the tone, style and personality of your marketing without taking away any of your individuality. In fact, it makes it super easy for you to express yourself more fully in your marketing and create deeper, richer emotional connections with your audiences.
Find your archetype. Express your archetype based on your unique style. Activate it through design and social media.
Typically two 3-hour sessions.
Want to rise to the top and make your mark? In transition, off balance, and not sure what your story is? In a position to lead and no one is following? Personal branding can help.
Find out—at your core—what you’re all about. Define your higher purpose. Ignite your passion. Unleash your personal power. Communicate your vision in the form of a compelling story that people want to play role in. Typically four sessions over four weeks.
© Peter Davis Branding