The Power of the Brand Trifecta: Components for a Brand
Kate DiLeo, Ennoble
Session Recording and Slide Deck
The Power of the Brand Trifecta
Presented by Kate DiLeo, CEO & Chief Brand Architect for Ennobble
Creating and maintaining a brand is difficult. You’re going to have a lot of questions. Who do I market for? How can I develop my brand successfully? Do I need to be an expert?
Kate DiLeo, CEO and Chief Brand Architect for Ennobble, answers these questions, and more, in her session, “The Power of the Brand Trifecta.” She’s successfully built over 250 brands and helped them win more work.
Learn from Kate how to:
- Implement the best practices for developing a strong brand that truly creates the path of least resistance to revenue for your company
- Apply three key brand components that provoke a prospect to engage in conversation
- Clarify how to organize a brand message to get more prospects, clickable users, and customers who buy
Dare to Push the Envelope
You don’t need to be an expert in marketing to market. Kate originally started her career working towards her PhD in Anthropology. However, a crash in the market had a change of plans for her. She decided to get out of academia and got a job in sales cold- calling IT professionals.
Kate was successful. Ninety days into her new role she was approached by the marketing department, who was interested in how she was doing so well. Her response, “I threw out all your marketing scripts and unsubscribed everyone from the e-mail list.”
Her new employer was upset – but also intrigued.
Kate realized it’s not about having a complex sales script but instead, getting to the main point and coming up with a great, sometimes unconventional, brand pitch. The approach that made her so successful? Being collaborative and always trying to provoke.
Converting Prospects is Key
Companies struggle with getting a prospect to convert. However, Kate explains failure to convert is a brand pitch issue, not a sales pitch issue. A strong brand gets the right prospect to the right table at the right time.
Ask yourself, is your message on point? If it’s not, try to PROVOKE. Your goal is to provoke your prospect to have a conversation WITH you; provocative messaging will anchor your marketing strategies.
(5:46) Kate gives these guidelines on how to get a conversion:
- Great brands don’t shout at you like a megaphone – avoid overwhelming amounts of content and details. Shouting makes the audience feel inundated.
- Storytelling can be a problem because it’s a one- way dialogue – Kate urges marketers to ask themselves: Where are you allowing the prospect to reply? To ask questions?
- Great brands create conversations that convert through provocation – Each piece of the brand should provoke the prospect to want to know more. There’s no conversation until they ask, “Tell me more?” or “What’s in it for me?”
(7:32) The Infamous Brand Trifecta
Your brand’s job is not to serve everyone in the world – speak to the 70% that is relevant to you. Stay honed in. As your market share grows, so can your message.
The Brand Trifecta is Kate’s greatest piece of advice. She believes it’s the key to success and can be adopted by any business. Until a prospect knows your brand trifecta, they are not ready to learn more about your products and services. Implement the trifecta for your brand and do it step by step – and in order. First, Tagline. Second, Value Proposition Statement. Third, Differentiator Statements.
When you feel confident with your trifecta, have it across everything. After you talk to someone, they’re going to be excited and want to deep dive into your brand. If what you talk with them about doesn’t have the same message as that initial touchpoint, you’re going to lose them.
Understanding the Tagline
The tagline is the most important thing when someone sees, meets, or interacts with your brand: it’s what you do. It makes them want to investigate you further. Your tagline needs to:
- Be action oriented
- Be short and concise – max 5 or 6 words
- Answer the question, “What do you do?”
- Provoke the prospect to want to know more about you
Putting the Proposition Statement into Practice
After your tagline, your value proposition statement comes into play. This is how you solve your customer’s problem. This should be:
- A short and clear sentence. If it runs 4-5 lines, it’s too long. The best ones Kate has seen are short and to the point.
- A “you- focused” call- to- action statement. They do not start with “we” because this is more of a mission statement. Some of Kate’s favorite examples include, “Leverage this expertise” and “Partner with the premiere firm.”
- Phrased as “Do this, so you get that.” Keep it simple.
- Able to articulate how you solve someone’s problem.
- Able to provoke a prospect to want to know more about you.
The Often- Forgotten Differentiation Statement
Last but certainly not least, your differentiation statement will seal the deal. It shows how you differ – and are better than – your competition. For people to understand your differentiation statement, make a comparison. For example, “We’re the Google for XYZ.”
Your differentiation statement is a:
- Combo of a phrase and sentence
- Usually come in sets of three to five
- Outlines what you are, and what you’re not
- Articulates how you’re different from the rest
- Provokes a prospect to want to know more about you
(14:18) The Psychology of Buying:
The brand trifecta correlates with the psychology of buying. You will know your brand is successful when you begin to see sales metrics change in a positive way. Customers will engage in a price conversation – which is what you want: a brand that will get you on a path of least resistance to revenue.
Always work towards prospect conversions. You want to convert quality prospects into customers to keep your business flourishing.
For more information on how to build your brand, view Ennobble’s website.