SESSION #3: PART 1

1. SESSION #3: PART 1 BRAND PYRAMID EXERCISE

2. SESSION #3:BRAND PYRAMID EXERCISE Notes on Session 3 Homework: COVERED IN PART 1- The homework for Session 3 is called the Brand Pyramid Exercise. Do Session 3 exercise on your primary target from Session 2 The Brand Pyramid has 4 key steps – you have 2 weeks to complete Session 3 homework For Part 1 of Session 3 Office Hours, please do steps 1-3 COVERED IN PART 2- Complete Step 4 (Brand Pillars) for the Part 2 of Session 3 Office Hours There is an example at the end of this packet to help guide you Please post only the answers requested on the Community Page- not the full homework This is a critical piece in building and strengthening your brand, it is often the most difficult – don’t hesitate to reach out with any questions To help guide you in this exercise we have included step by step instructions and an example from BrandTwist’s own brand idea and pillars. Please note this example is confidential and not to be shared outside of class. Actual worksheets for you to fill in are at the very end of the packet

3. SESSION #3:BRAND PYRAMID EXERCISE This exercise will help you develop two essential elements of your Brand Framework – what we call your brand strategy: • Brand Idea Your Brand Idea is your brand promise. It is WHAT you are offering to your target that makes them choose and stay loyal to you. It transcends any one product or service that you offer. It should connect with both their rational and emotional needs. • Brand Pillars These Pillars are the ways in which you consistently deliver your promise and the reasons WHY your targets will believe you. These pillars reflect your brand values and they way you approach every thing you do for your brand. They are bigger than any one piece of communication or program.

4. BRAND FRAMEWORK- This slide is a reminder of our end goal. Session #2 addressed the WHO. In Session #3 we are going to focus on the WHAT and WHY. We will get to the HOW in Session 4 onwards. BULL’ S EYE TARGET AND KEY INSIGHTS BRAND IDEA PILLAR 1 PILLAR 2 PILLAR 3 Touch point Touch point Touch point Touch point Touch point Touch point

5. SESSION #3:BRAND PYRAMID EXERCISE Ex. BrandTwist Brand Idea & Pillars: Entrepreneurs and businesses that need help focusing limited resources, standing out in the market place and connecting with profitable targets WHO? Bull’ s eye target/key insights Step 1: Summarize the Bull’s Eye Target and insight Fill in one sentence that summarizes your Bull’s Eye target and their key motivations Take this from Session 2 Target Persona exercise Create a one sentence summary. Write this sentence in the top of the worksheet in the WHO box Make sure you include the “conflict” they are trying to resolve and not just who they are. Include something about what they are looking for, frustrated by, worried about etc.

6. SESSION #3:BRAND PYRAMID EXERCISE Step 2: Fill out the Brand Benefit Pyramid Remember, strong brands answer real target needs. So you must keep your Bull’s Eye target top of mind when completing this exercise. Fill in the pyramid starting at the bottom and working your way up through these levels: Brand Attributes: products and services you offer Functional Benefits: what can your target get done Emotional Benefits: how does getting these things done make them feel Higher Order Benefits: what ultimately are they able to accomplish, or become when they use or engage with your brand. As you move up the pyramid, think of areas that your brand can differentiate itself from your competition. Keep pushing to the top to uncover something that is powerful and emotional. This may not be something that your brand will ever communicate directly, or that your consumer will ever admit out loud, but it should be something that is felt and loved by the fans of your brand.

7. SESSION #3: BRAND PYRAMID EXERCISE BrandTwist Benefit Pyramid Bull’s Eye Target: Entrepreneurs My Brand is My Business’ secret weapon. If I continue to learn, nurture and develop it - there is no limit to what I can achieve with my business and in my life. I finally get what a brand really is and what it can do for me. I feel relieved, empowered and excited. Develop branding solutions that help them to better position themselves in the market, attract more customers and make the most out of limited resources. Brand building content and services: Consulting, 1 one 1 coaching, webinars, online classes, live workshops, thought pieces delivered in - tweets, posts, blog entries magazine/ journal articles and key note conference presentations

8. SESSION #3:BRAND PYRAMID EXERCISE Ex. BrandTwist Brand Idea & Pillars: Entrepreneurs and businesses that need help focusing limited resources, standing out in the market place and connecting with profitable targets WHO? Bull’ s eye target/key insights WHAT? Brand Idea Core Brand Promise YOUR BRAND IS YOUR BUSINESS’ SECRET WEAPON Step 3: Create a Brand Idea Statement – one sentence please Remember, strong brands answer real target needs. So you must keep your Bull’s Eye target top of mind when completing this exercise. Look at the top of your Benefit Pyramid, create one sentence that describes your brand promise. Go beyond what your brand offers, to what your consumers can accomplish. This may take you several attempts and when you find something you are happy with write it down in the small triangle next to the WHAT on the worksheet. Don’t worry about getting it perfect – capture the core idea. Remember this is not a tagline. It is an internal statement. It may eventually become a starting point for your tagline, but don’t worry about that now.

9. SESSION #3:BRAND PYRAMID EXERCISE Post Your Answers on the Community Page Post only the answers to these 3 questionsfor Part 1 of Session 3. Remind us of your business/target and in one sentence. Recap of your Target’s highest need (Top of the Pyramid) Brand Idea Statement (core brand promise)

10. WORKSHEETS The next page is your actual worksheet for the Brand Pyramid. Insert a text box and type in directly on your computeranswering in the corresponding space on the pyramid.

11. BENEFIT PYRAMID WORKSHEET

12. QUESTIONS? Don’t hesitate to reach out. Please post your questions on the Community Page so others can benefit as well from the answers. Thanks and have fun!