Nail your next next job interview with your 7-second & 30-minute personal brand pitch!">Nail your next next job interview with your 7-second & 30-minute personal brand pitch!

Nail your next next job interview with your 7-second & 30-minute personal brand pitch!

Posted on Leave a commentPosted in How to Guide for Marketers

A typical marketing job interview starts with you waiting in the lobby longer than you wanted. Then the big introduction, the handshake, that awkward small-talk on the way to the tiny little room where all you can think to talk about is the weather or you finding a great parking spot. Then you sit down, and out comes that dreaded question, “So, tell me about yourself”. Oh god well all hate that question. “Ummmm, let me see, I like basketball, walks in the park and I think I’m rather funny, or at least my wife does”. Wow, bad start. Then you get about 8-10 questions that ask “tell me a time when…”. And finally, they end the interview with, “Anything else to add?” Then there is that awkward walk back to the reception desk, where you talk about your plans for the weekend. Then you drive home, and realize that you forgot to mention your 3 biggest career accomplishments.

The problem is you didn’t know how to answer “so, tell me about yourself” because you never know a great way. Well I will show you how. Then you waited defensively on the 8-10 “Tell me a time when….” type behavioral questions everyone is using. You sat there like a game show contestant hoping that examples will miraculously pop into your head at the last minute. Well, I am going to show you how to organize the 10 best things you ever did so that never happens again. And, you were so relieved at the end of the interview, that when they said “Anything to add?” you mistakenly let out a big sigh and said: “No, I think we are good!” That’s no way to end it. This is like the end of the TV ad, where you forget your tagline. Instead, I am going to force you to go for the close with your 7 second pitch again!

Having interviewed about 1,000 marketers over my 20 year career, I can tell you that many of the best marketers in the world kinda suck in job interviews. They forget that when they are looking for their next role….that THEY are now the brand they must be able to market. The same rules apply.

Marketing 101 would suggest that you have to map out your strengths to what they are looking for. Your winning zone is to find that clear difference that matters to employers. Avoid the losing zone where your peers are better than you and the dumb zone where no one cares. Where it is a tie, the risky zone, you can win that through your experience or bringing your values into the mix. But you need to fin your winning zone.

Nail your next next job interview with your 7-second & 30-minute personal brand pitch!

So tell me about yourself: Deliver your 7-second pitch

“As a brand leader, I find growth where others couldn’t, and I create a motivated brand team that delivers great work to drive results”.

Think of this like your 7 second personal brand pitch, where you give a summation of your personal brand’s big idea. Here is a simple tool I have created to help you answer:

  • What is the shortest way that you define yourself.
  • What is the primary benefit you will provide your next employer?
  • What is the secondary benefit you will provide.
  • Then wrap it up with an expected result.

Nail your next next job interview with your 7-second & 30-minute personal brand pitch!

Look at your resume and then start off by brainstorm as many options for each of the 4 areas as you can. This is a great way to assess yourself based on what you have done over the last few years. Make sure your definitions are more forward looking with an aspiration for what you want to be, not what you have been.

Nail your next next job interview with your 7-second & 30-minute personal brand pitch!

Once you get that done, you can then begin to piece it all together and see what your own 7-second pitch might start to look like. Keep tightening that pitch until it flows. In my 20 years of CPG marketing, I became the turnaround guy, so “I could find growth where others couldn’t” became my little hook. What is yours?

Nail your next next job interview with your 7-second & 30-minute personal brand pitch!

Expand your 7 second pitch up to a 30-minute pitch

Once you feel comfortable with your 7 second pitch, take each of those 4 statement areas and try to come up with 2-3 examples and stories from your past that can prove and demonstrate. These examples help define your 30-minute pitch:

Nail your next next job interview with your 7-second & 30-minute personal brand pitch!
Now you have 10 stories you can use to bring into your interview to answer any of the “so tell me a time when…” questions. If these are your best 10, then you should refer to these to help demonstrate your big idea. This is also a great page that you can be looking at when you are sitting in the reception area, just prior to your interview.

So here’s how the interview should go:

  • “So tell me about yourself”: Deliver your 7-second pitch.
  • The 8-10 interview questions: Deliver any of the 10 examples from your 30-minute pitch.
  • “Anything to add?”: Repeat your 7 second pitch as your closing line.

Nail your next next job interview with your 7-second & 30-minute personal brand pitch!

This way, you are now controlling up front how you want to define yourself. All 8-10 examples will help add to that definition. And as you get to the end, you wan to use a 7-second close to re-affirm your big idea.

Later on, as the various interviewers re-group to discuss each person, you hope your big idea sticks in their head. “I really like Bob, because he could turn this brand around. He has done it before. He gets results”.

You can use this 7-second pitch that top of your resume, your descriptor for your LinkedIn profile, your handshake introduction at networking meetings, or within the body of any emails that you send looking for jobs. The more you use it, the more you begin to make this your reputation.

One last tip. If you are in Marketing and can’t think of a safe “what’s your weakness”, I can tell you mine. “I’m not very good at negotiations.” The reason it is safe, is that most marketing jobs don’t really require any negotiations. If you’re reading this and you’re not a Marketer…then I guess your safe answer might be: “I’m not really good at marketing”.

Good luck to you. I hope you get what you are looking for.

At Beloved Brands, we can’t really help you get a job. But once you do land that dream job in Marketing, we can certainly help you succeed. What we do best, is we make Brand Leaders smarter so they can produce exceptional work that drives stronger brand results. We offer brand training on every subject in marketing, related to strategic thinking, analytics, brand planning, positioning, creative briefs, customer marketing and marketing execution.

We can help you come up with your brand’s Brand Positioning, Big Idea and Brand Concept. We also can help create Brand Plans that everyone in your organization can follow and helps to focus your Marketing Execution. We provide a new way to look at Brand Management, that uses a provocative approach to align your brand to the sound fundamentals of brand management.

To contact us, email us at graham@beloved-brands.com or call us at 416-885-3911. You can also find us on Twitter @belovedbrands. And please feel free to add me on LinkedIn.

 

Beloved Brands Graham Robertson

 

 

How good is your marketing team? Find their score.">How good is your marketing team?

How good is your marketing team? Find their score.

Posted on Leave a commentPosted in How to Guide for Marketers

While there are a lot of marketing specialists these days, the best brand leaders should be a generalist, who are strong on analytics, strategic thinking, defining the brand, leading the brand plan and inspiring smart execution. I see it as a continuous cycle, where you analyze, think, define, plan and execute, each time making adjustments based on the marketplace. These are the 5 major elements you need to run a brand.

How good is your marketing team?

 

How good is your marketing team?

Using those 5 major elements, I have broken down each into 4 key skills a marketer must have, for a total of 20 skills. I have provided definitions for you to think about when assessing your own team.

How good is your marketing team?

 

I would encourage you to do a evaluation using our scorecard to see how your team stacks up against your own expectations. This may help you to identify any of the potential gaps on your team, that are lingering in the back of your mind. For each element, try to score your team from 1 to 5, where a score of 5 means they are exceptional at that element, then a 4 means they are very strong, a score of 3 says they are solid performers, a 2 would mean they fall below your own expectations and a 1 means they are unable to perform that skill. Once you have completed the evaluation, you can provide an overall score to identify how well you are doing–unless they score in the 80 or 90% zone they likely need help. Not only that, their performance is likely holding back the performance of your brand.

How good is your marketing team?

How to make your team smarter

Smarter thinking starts with the analytics and strategy choices, that will lead into a smarter definition of your brand and the brand plan  that everyone will follow. Smarter people on your team will lead to better marketing execution that will have a direct impact on your brand’s performance.

How to do brand analytics 

Brand Leaders must be able to turn data into analytical stories that leads to better strategy choices. We show how to build a deep-dive business review on the brand, looking at the category, consumers, competitors, channels and brand.

  • We start with the smart analytical principles that will challenge your thinking and help you gain more support by telling analytical stories through data.
  • We teach you the steps to complete a deep-dive Business Review that will help assess the health and wealth of the brand, looking at the category, consumer, competitors, channels and brand.
  • We show key formulas you need to know for financial analysis.
  • We teach how to turn your analysis into a presentation for management, showing the ideal presentation slide format. We provide a full mock business review, with a framework and examples of every type of analysis, for you to use on your own brand.
  • We show you how to turn your analytical thinking into making projections by extrapolating data into the future.

 

How to think strategically

Brand Leaders must be able to slow down their brains to ask questions before they go looking for solutions. Strategic Thinking is an essential foundation to ask big questions that challenge and focus their decisions.

  • We teach Brand Leaders how to think strategically, to ask the right questions before reaching for solutions, mapping out a range of decision trees that intersect and connect by imagining how events will play out.
  • We take Brand Leaders through the 8 elements of good strategy: vision, opportunity, focus, speed, early win, leverage and gateway. We introduce a forced choice to help Marketers make focused decisions.
  • We teach the value of asking good questions, using five interruptive questions to help frame your brand’s strategy. This helps to look at the brand’s core strength, consumer involvement, competitive position, the brand’s connectivity with the consumers and the internal situation the brand faces.
  • We show how to build strategic statements to set up a smart strategic brand plan.

 

How to define your brand

Brand Leaders must be able to find a winning brand positioning statement that sets up the brand’s external communication and all the work internally with employees who deliver that promise.

  • We show how to write a classic Brand Positioning statement with four key elements: target market, competitive set, main benefit and reason to believe (RTBs).
  • We introduce the Consumer Benefit ladder, that starts with the consumer target, with insights and enemies. We layer in the brand features. Then, get in the consumers shoes and ask “what do i get” to find the functional benefits and ask “how does this make me feel” to find the emotional benefits.
  • We introduce a unique tool that provide the top 50 potential functional and top 40 emotional benefits to help Marketers stretch their minds yet narrow in on those that are most motivating and own-able for the brand.
  • We then show how to build an Organizing Big Idea that leads every aspect of your brand, including promise, story, innovation, purchase moment and experience.

 

How to write a Brand Plan everyone can follow

A good Brand Plan helps make decisions to deploy the resources and provides a road map for everyone who works on the brand

  • We demonstrate how to write each component of the Brand Plan, looking at brand vision, purpose, values, goals, key Issues, strategies and tactics. We provide definitions and examples to inspire Marketers on how to write each component. We provide a full mock brand plan, with a framework for you to use on your own brand.
  • We offer a workshop that allows Marketers to try out the concept on their own brand with hands on coaching with feedback to challenge them. At each step, we provide the ideal format presentation to management. We offer unique formats for a Plan on a Page and long-range Strategic Road Maps.
  • We show how to build Marketing Execution plans as part of the overall brand plan, looking at a Brand Communications Plan, Innovation Plan, In-store plan and Experiential plan. This gives the strategic direction to everyone in the organization.

 

How to inspire Marketing Execution

We show Brand Leaders how to judge and decide on execution options that break through to consumers and motivates them to take action.

  • The hands-on Creative Brief workshop explores best in class methods for writing the brief’s objective, target market, consumer insights, main message stimulus and the desired consumer response. Brand Leaders walk away from the session with a ready-to-execute Creative Brief.
  • We provide Brand Leaders with tools and techniques for judging communication concepts from your agencies, as well as processes for making decisions and providing effective feedback. We talk about the crucial role of the brand leader in getting amazing marketing execution for your brand.
  • We teach how to make marketing decisions with the ABC’S, so you can choose great ads and reject bad ads looking at tools such as Attention (A), Branding (B), Communication (C) and Stickiness (S)
  • We teach how to provide copy direction that inspires and challenges the agency to deliver great execution. We also talk about how to be a better client so you can motivate and inspire your agency.

 

Time to step up and invest in training your team

The smartest plan for your people is to identify the gap areas and then look through each of the modules to see which one would be best suited to help them. We can certainly customize any program to meet your needs. One of the best ways to drive long-term business results from your brands is to ensure you have a strong marketing team in place. At Beloved Brands, we can develop a tailored program that will work to make your team better. Regardless of industry, the fundamentals of Brand Leadership matter.

In terms of connecting with your people, training is one of the greatest motivators for teams and individuals. Not only do people enjoy the sessions, they see the investment you are making as one more reason to want to stay. They are focused on their careers and want to get better. If you can be part of that, you will retain your best people.

The Training Program can executed to meet your needs whether that’s in:

  • Classroom format or small team training
  • Coaching, either in team setting or one-on-one
  • Mentoring to high potential managers or executives.
  • Skype video or webinar style for remote locations.
  • Lunch and Learn Style

Smarter people will lead to better work and stronger brand performance results

 

Beloved Brands: Who are we?

At Beloved Brands, we promise that we will make your brand stronger and your brand leaders smarter. We can help you come up with your brand’s Brand Positioning, Big Idea and Brand Concept. We also can help create Brand Plans that everyone in your organization can follow and helps to focus your Marketing Execution. We provide a new way to look at Brand Management, that uses a provocative approach to align your brand to the sound fundamentals of brand management.

We will make your team of Brand Leaders smarter so they can produce exceptional work that drives stronger brand results. We offer brand training on every subject in marketing, related to strategic thinking, analytics, brand planning, positioning, creative briefs, customer marketing and marketing execution.

To contact us, email us at graham@beloved-brands.com or call us at 416-885-3911. You can also find us on Twitter @belovedbrands.

Beloved Brands Graham Robertson

 

How to build a winning Brand Positioning Statement">how to write a brand positioning statement

How to build a winning Brand Positioning Statement

Posted on 17 CommentsPosted in How to Guide for Marketers

The role of Brand Positioning Statement is to make focused decisions as to who the brand will serve and what the brand will stand for.

 

Brand Positioning Statement

 

A smart brand positioning statement should narrow the target to those consumers who are most capable of loving what the brand does. The brand positioning should find the ideal balance between functional and emotional benefits.

There are 4 elements that make up a Brand Positioning Statement, including who will you serve, where you play, where will you win and why consumers should believe you. These are the consumer target, category, main consumer benefit and support points:

  1. Who is the consumer target? What slice of the population is the most motivated by what your brand offers? Do not just think about who you want, but rather who wants your brand.
  2. Where will you play? What is the competitive set that defines the space in the market your brand competes in? Positioning is always relative to who you compete against. For instance, a brand is never fast, it is faster.
  3. Where will you win? What is the main promise you will make to the consumer target, that will make your brand stand out as interesting, simple, unique, motivating and own-able? Do not talk about what you do (features). Talk about what the consumer gets (functional benefits), and how the brand makes them feel (emotional benefits).
  4. Why should they believe us? Understand what support points and features are needed to back up the main promise. These support points should close any potential doubts, questions or concerns the consumer has after hearing the main promise.

Classic Brand Positioning Statement

Before you just randomly write out a brand positioning statement based on your intuition, I will force you to think deeper to focus your decisions on the best possible space for your brand to win and own.

 

Who is the consumer target market?

The 7 key questions to define the consumer target market:

  1. What is the description of the consumer target market?
  2. What are the consumer’s main needs?
  3. Who is the consumer’s enemy that torments them everyday?
  4. What are the insights we know about the consumer?
  5. What does the consumer think now?
  6. How does the consumer buy?
  7. What do we want them to see, think, do, feel or whisper to their friends?

One of the biggest mistakes I see Marketers make is when they pick too big of a target market. A smart target market not only decides who is in the target but who is not in the target. There is this myth that a bigger target will make the brand bigger, so the scared Marketer targets ‘everyone’. There seems to be an irrational fear of leaving someone out. Spreading your brand’s limited resources across an entire population is completely cost-prohibitive. While targeting everyone “just in case” might feel safe at first, it is actually riskier because you are spreading your resources so broadly, that you never see the full impact you want to see. This gives your brand a lower return on investment and eventually will drain your brand’s limited resources. Please focus.

Consumer or Customer Profile

The Consumer Benefits Ladder

The Consumer Benefits Ladder helps turn your brand’s features into consumer benefits. You should stop thinking about what your brand does and start thinking about what your consumer gets. This will help your brand positioning statement come alive.

 

Consumer Benefits Ladder The 4 steps to build a Consumer Benefits Ladder:

  1. Leverage all available research to brief the team, helping define the Consumer Target Profile with consumer insights, need states and the consumer enemy.
  2. Brainstorm all the possible Brand Features that your brand offers, plus any brand assets. Make sure that these features give your brand a competitive advantage.
  3. Move up to the Functional Benefits by putting yourself in the shoes of the consumer and for each feature on your list, ask “so if I am the consumer, what do I get from that?” Challenge yourself to come up with better benefits by asking the question up to 5 times, pushing the answers into a richer zone.
  4. Then move up to the Emotional Benefits by looking at each functional benefit and then ask “so if I am the consumer, how does that make me feel?” As you did in step 3, keep asking the question until you see a deeper emotional space that you can play in and own.

What are the functional benefits?

To help Brand Leaders, I have taken the 9 functional need state zones shown earlier in this chapter and expanded the list to over 50 potential functional benefits that you can build your brand around. As you look through the list, gravitate to the functional benefits you think will fit the needs of your consumers, and where your brand can do it better than competitors. Start with my words and layer in your own creative language with specific category or consumer language.

Functional Benefits

 

What are the emotional benefits?

Below you will find a list of 40 potential emotional benefits. From my experience, Marketers are better at the rational benefits than they are at the emotional benefits. I swear every brand thinks their brand should be the trusted, reliable and yet like-able. As a brand, you want to own one emotional space in the consumer’s heart as much as you own the rational space in the consumer’s mind. When I push Brand Managers to get emotional, they struggle and opt for what they view as obvious emotions, even if they do not fit with their brand. I have used Hotspex research methodology to create a ‘cheat sheet’ with 8 major Emotional Consumer Benefits, that includes optimism, freedom, being noticed, being liked, comfort, be myself, be in control and knowledge. To own a space in the consumer’s heart, brands should own and dominate one of these zones, always thinking relative to what zone your competitor may own. Do not choose a list of emotions from all over the map, or you will confuse your consumer. Use the supporting words to add flavor to your brand positioning.

How to write brand positioning statement Emotional Benefits

 

Start by building your brands around clusters of benefits

I recommend you start by looking at potential clusters of the functional and emotional benefits, that you believe match up with what consumers want and what your brand does better than other competitor.

Looking at the example, I have mapped out benefit clusters for two distinct car brands (Volvo and Ferrari) to showcase how different the functional and emotional benefits should be.

  • Volvo is notorious for safety, part of works better. Volvo makes you smarter and helps your family. Volvo plays in the control and knowledge zones.
  • Ferrari is built around speed and performance, part of the works better. It delivers against experience and sensory appeal. Emotionally, Ferrari plays in ‘get noticed’ and ‘feel free’.

Sorting through the benefits

When you conduct the benefits brainstorm on your brand, use the Consumer Benefits Ladder worksheet to focus the team’s thinking. Like any brainstorm, you will end up more choices than you can use. Here is an example of the output of a Consumer Benefits Ladder worksheet for Gray’s Cookies.How to write brand positioning statement Consumer Benefits ladder

 

Narrow down the list by sorting through the benefits to find those that are the most motivating to consumers and own-able for your brand.

Market Research Benefit claim sort

Support points to the main benefit

I took one logic class at University and the only thing I learned was ‘premise-premise conclusion’. Easy class, but the lesson has stuck with me:

  • All fish live in water (premise)
  • Tuna are fish (premise)
  • Therefore, tuna live in the water (conclusion)

In a positioning statement, the main consumer benefit is the conclusion, with a need for two support points as the premises. The reason to believe (RTB) should never be the conclusion. If pure logic teaches us that two premises are enough to draw any conclusion, then you only need two RTBs. Brands that build concepts with a laundry list of RTBs are not doing their job in making focused decisions on what support points are needed. With consumers seeing 7,000 brand messages per day, having a long list of support points, risks having a cluttered mess in their brand communications. Claims can be an effective tool in helping to support your Reason to believe. How to write brand positioning statement Consultant

There are 4 types of claims you can use on your brand: process, product, third person and behavioral.

Process Support

  • How your product works differently
  • Showcase what you do differently within the production process
  • What added service/details do you provide in the value chain

Product Claims

  • Usage of an ingredient that makes you better
  • Process or ingredient that makes you safer

Third person endorsement

  • Experts in the field who can speak on the brand’s behalf.
  • Past users/clients with proof support of their stories.

Behavioral Results

  • Clinical tests
  • In market usage study
  • Before and after studies

How to write a Brand Positioning statement

After doing all the homework, now you can put together a winning Brand Positioning Statement that addresses:

  1. Who is your consumer target? Keep the target focused. Do not be vague in your definition. Never go after two segments at the same time. Bring the target to life with need states, consumer insights and a consumer enemy.
  2. Where will you play? Define the space you play in, against those brands you compete against. Which competitor do you fight against for the same dollars?
  3. Where will you win? Narrow your benefit down to one thing. Never try to stand for too many things at once—whether too many functional benefits or too many emotional benefits. You cannot be all things to all people. Make sure you talk benefits, not features. Find the ideal space that is unique and motivating to the consumers, while being own-able for your brand.
  4. Why should they believe us? The role of support points is to close off any potential doubts the consumer might have when they see the main benefit. Watch out that these are not just random claims or features that you want to jam into your brand message. They should support and fit with the main benefit.

How to write brand positioning statement classic fundamentals

If you need help facilitating a workshop on finding your brand positioning, feel free to reach out to graham@beloved-brands.com. We lead workshops to help teams build their Brand Positioning Statement, helping the team find the consumer target market, main consumer benefits, reason to believe and a Big Idea that summarizes everything.  Click on the Powerpoint file below to view:

Beloved Brands: Who are we?

At Beloved Brands, we promise that we will make your brand stronger and your brand leaders smarter. We can help you come up with your brand’s Brand Positioning, Big Idea and Brand Concept. We also can help create Brand Plans that everyone in your organization can follow and helps to focus your Marketing Execution. We provide a new way to look at Brand Management, that uses a provocative approach to align your brand to the sound fundamentals of brand management.

 

 

We will make your team of Brand Leaders smarter so they can produce exceptional work that drives stronger brand results. We offer brand training on every subject in marketing, related to strategic thinking, analytics, brand planning, positioning, creative briefs, customer marketing and marketing execution.

To contact us, email us at graham@beloved-brands.com or call us at 416-885-3911. You can also find us on Twitter @belovedbrands.

How to write brand positioning statement brand consultant