Episode #2 - Soulful Brand

Transcription

Matthew Sloane
co-founder
Ryan Rigoli
co-founder
Episode #2
http://soulfulbrand.com/events/authentic-website-communications-webinar/
ATTENTION
common
HOW
approach
WHAT
impact
WHO
ideal customer
WHY
the inspiration
ATTENTION
common
alternative
HOW
WHY
approach
the inspiration
WHAT
WHO
impact
ideal customer
WHO
WHAT
ideal customer
impact
WHY
HOW
the inspiration
approach
Questions to Answer
when Creating a Deeper Connection
grounds the business
you are in
{
RESONANCE CHECK
OPENING
STATEMENT
WHY do you care about your business?
WHO do you work with?
WHAT impact is common?
HOW will you get us there?
The Deeper Conversation
“I know who you are”
when you share…………………….
“You know who I am”
“You can hold my intention”
“I trust your way”
WHY you care about your business
WHO you work with
WHAT impact is common
HOW you will get us there
More about the WHY, here >> http://soulfulbrand.com/how-to-inspire-your-audience-into-action/
Making the case for early
adopters—sharing why your
organization’s work matters
in a new market
www.shatterproof.org
• Homepage
• About Us
• Our Story
NOTE: Shatterproof is not a Soulful Brand client
website case study by
A
WHY
A. STAND
“ShatterProof
Stronger than Addiction”
WHY
B. STAND
B
HOMEPAGE http://www.shatterproof.org/
“Addiction is a disease that
shatters lives. It’s time to say
enough.”
C
WHY
C. STAND
“Addiction does not discriminate,
nor is it a moral failing.”
D.
COMPANY DESCRIPTION
“Shatterproof is a bold, new
national organization committed to
protecting our children from
addiction to alcohol or other drugs
and ending the stigma and
suffering of those affected by this
disease.”
D
Contains elements of
How (approach)
Who (beneficiary identity)
Why (vision)
E
WHY
E. STAND
“Addiction is a profound
public-health crisis.”
WHO
F. AUDIENCE
F
FACTS
The size of this group and
impact of problem.
G
WHY
G. MISSION
“Preventing, treating and
ultimately ending
addiction”
H
HOW
H. GUIDING
PRINCIPLES +
SERVICES
“Unite and Empower”
“End the Stigma”
“Advocate for Change”
“Research and Innovate”
(i.e. Community, Media,
Policy, Science & Medicine)
I
HOW
I. UNIQUE
APPROACH
“A distinguished team of experts
will lead the way”
WHY
J. STAND
J
K
L
“Addiction is preventable and
treatable.”
“A well-funded, large-scale
movement can alter the course of
this disease and save countless
lives.”
WHO
K. AUDIENCE
FACTS
The size of this group and impact of
problem.
WHY
L. VISION
“A well-funded, large-scale
movement can alter the course...”
M
M.
STAND
“Americans are stronger than
addiction. We are shatterproof.”
WHY
N. STORY
+ VISION
“Born from a father’s grief over the
loss of his son…”
“Together, we can cut addiction’s
impact in half within 20 years.”
HOW
O. UNIQUE
N
APPROACH
“A problem this complicated can only
be solved by some of the best minds
in the world. Shatterproof’s quest to
end addiction will be guided by an
extraordinary group of scientific,
medical, business, and public policy
leaders.”
O
ABOUT US http://www.shatterproof.org/pages/about-us
WHY
P. STORY
P
OPENING
“For more than 10 years,
Gary Mendell sought the
right treatments and medical
care for his son, Brian, who
struggled with the disease of
addiction.”
Q.
STORY CLOSING
“(Mendell) met with leading
experts in addiction and
discovered a huge gap in
patient advocacy. Unlike
other leading diseases,
addiction had no national
organization to help families
navigate treatment, put
research into practice, and
advocate for public policy
changes.”
Q
OUR STORY http://www.shatterproof.org/pages/our-story
Q&A
A visionary social enterprise,
making an impact
www.greenlightplanet.com
• Homepage
• Product Page
• Our Impact
• About Us
NOTE: Greenlight Planet is not a Soulful Brand client
A
WHY
A. NAME
+ TAGLINE
“Greenlight Planet
Energy everyone can afford”
COMPANY DESCRIPTION
“We deliver honest, affordable
energy to the world’s two
billion under-electrified
consumers. Our dynamic
sales models ensure our lifechanging Sun King™ solar
lights reach the people who
need them most.”
B.
B
C
HOMEPAGE http://www.greenlightplanet.com/
Contains elements of
How (approach)
Who (audience identity)
What (product)
WHAT
D. IMPACT
Measuring the impact that
Sun King™ lights have
on their customers
D
WHO
E. AUDIENCE
E
F
NEEDS
“Tough products for demanding
customers. Consumers expect
reliable performance in the toughest
rural environments.”
HOW
F. TECHNOLOGY
“With five-year lifespan LFP
batteries, water-sealed electrical
ports, and indestructible stands,
Sun King ™ products set the
industry’s gold standard for
durability.”
G
HOW
G. APPROACH
“A Direct route to Market
Thousands of village
entrepreneurs sell Sun King™
lights in their local communities.”
HOW
H. PEOPLE
Language and images appeal to
the mission and humanity behind
the venture
H
WHAT + HOW
I. PRODUCT
I
+ TECHNOLOGY
“The new Sun King™ PRO 2
features twice the brightness and
four times the mobile phone
charging capacity of similarpriced alternatives.
More power for consumers that
demand the best.”
A connection has been
established first at top of
page through a deeper
‘WHY’ and ‘HOW’, before
presenting standard
product image and
additional product details.
WHO + WHAT
J. AUDIENCE
+ IMPACT
“The SUN KING™ Eco has
gained international recognition
as the best light for children who
need a proper and safe light to
study after dark. Families who
switch from kerosene to our
lights record an average of 75%
increase in child study time.”
J
PRODUCT PAGE http://greenlightplanet.com/our-products/eco
WHAT
K. IMPACT
K
OUR IMPACT http://greenlightplanet.com/our-impact
How business associates,
within the organizational
umbrella, are impacted.
WHY
L. MISSION
L
“Greenlighters across the
globe are working hard to
bring innovative energy
solutions to the underserved.”
A.
PEOPLE
Bio emphasizes humanity of
each employee
M.
M
ABOUT US http://greenlightplanet.com/about
WHY
N. STAND
“Residents, users of the ubiquitous
kerosene lamps, were not charity cases.
Rather, they were savvy consumers
demanding a better product.”
N
O
P
ABOUT US http://greenlightplanet.com/about
HOW + WHY
O. UNIQUE
APPROACH + VISION
“(They) set out for India to make
Greenlight Planet a reality with the vision
that smart design, efficient engineering
and innovative distribution strategies
could make dirty kerosene lanterns a
thing of the past.”
HOW
P. UNIQUE
APPROACH
“With over 600 employees, we are
amazed at how each new team member
provides a unique and innovative
perspective, from the new designs, to
better training strategies, to more
efficient logistical systems.”
Q&A
Key Takeaways
To build a deeper connection
with your audience
1.
Share what your organization cares about up front,
on your homepage, not just in your ‘about’ section.
2.
Showcase the people behind your brand and what
they care about.
3.
Share the impact you’re having on your customer’s
lives, not just about your innovation.
4 Key Elements
To better understand the methodology we use to uncover
soulful brands, sign up for our free ebook here...
http://soulfulbrand.com/products/ebook-4-key-elements/
Jump-Start
For a self-guided assessment of your current brand
strategy, purchase our self-reflective ebook here...
http://soulfulbrand.com/products/self-assessment-jumpstart-your-brand/
Future Webinars
Which website/s should we feature next time?
Suggest a case study by emailing us at: [email protected]
Our Clients
For more about who Soulful Brand works with...
http://soulfulbrand.com/our-clients/who-we-work-with/
Thank you!
Ryan Rigoli
+ Matthew Sloane
co-founders, Soulful Brand

Episode #2 - Soulful Brand

Transcription

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