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BIG RESULTS.Small Branding.

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Would you buyMY BLOG?

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WHAT IS(N’T) A BRAND?

@vasvalchSource: Interbrand

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WHAT IS(N’T) A BRAND?

”“

To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.

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Your brand is what other people say about you when you're not in the room.

- Jeff Bezos windmill fixer and founder of Amazon

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DIFFERENTIATE WITH VALUE OR DIE WITH PRICE

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Take control of your brand

1. Know your audience.2. Bring them value.3.Establish trust.

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1. KNOW YOUR AUDIENCE

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Let’s get statistical

If you have a site:• Demographics through Google Analytics• Interest data in Facebook Audience Insights• Website demographics in LinkedIn

But even if you don’t:• Facebook Audience Insights

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Talk to them! Jobs-to-be-done

Source: Intercom on Jobs-to-be-Done

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Talk to them! Jobs-to-be-done

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2. BRING THEM VALUE

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Informational needs

Hipmunk (Travel Aggregator):The Traveler’s Guide to Tipping Internationally

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Emotional needs

Dollar Shave Club (Subscription service):Our Blades Are F**king Great

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Functional needs

Inoreader (SaaS):Comic-Con “hacks”

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Social needs

Magic: The Gathering (Card game):Friday Night Magic

@vasvalchSource: Lonely Island

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Performance marketing is the minority

Icons: monkik @ Flaticon

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3. BUILD TRUST

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63%Technical expert61%

Academic expert 54%Person like you

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Professional Personal

That’s what builds trust

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We’re all grateful for people who write and speak in ways that help us remember that we’re not alone.

- Brené Brownempowerer of many, author & speaker

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$112,500

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Vassilena Valchanovav@valchanova.me

Find the slides on valchanova.me/slides

THANK YOU!ANY QUESTIONS?