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Speaking about your company’s brand is a win/win strategy for you and the brand.
The brand gets more exposure and representation in the industry. And you get the association with the brand, which gives you more credibility, impact, and authority.
Case Study In Action
I thought of this Tip-Tuesday because I attended a series of marketing presentations the other day and saw this in action.
I saw two speakers from two competing brands present on Ad-Retargeting Technology (online advertising space). Both speakers looked sharp, passionate, and knowledgeable. They both did a great job with the delivery and content.
However, At the break, I found myself standing in line with five other people trying to speak to one of the speakers, while the other speaker had one person talking to them.
I have to admit, I asked my question and lingered to hear what others had to ask. The presenter got questions on pricing, implementation, strategy, and even questions about open positions in her company. Very successful, don’t you think?
After that I looked at my notes and tried to figure out what made the difference (This is part of my reverse engineering strategy)- I could only point out one significant difference. The successful speaker positioned their brand in the presentation a lot more (in fact it was 5x more according to my count).
Note: In my opinion, both speakers were successful, and there is no failure here. Only, one more successful than the other based on my criteria. Because no matter what, the less successful speaker did an excellent job and it took real guts to present at the conference, and she deserves a lot of points for that. If she is as sharp as I think she is, she will analyze her talk and improve for next time to get a better break-time response.
Implementation
Five opportunities to position your brand in your presentation
1. On the introduction slide
Put the company name and logo on the first slide under your name and presentation title
2. Mention the brand when you introduce yourself
Always introduce yourself as part of the company. Ex – “I am Peter Khoury from Magnetic Speaking.”
3. Share a good company story
Have a brief and compelling company/brand story and tie it back to the presentation you are delivering. The keyword here is short (less than a minute).Here is a short template for a possible brief company story “Our company started because_________, and we wanted to do something about it, so we came up with _____________, and this is what I will be presenting on today. Hope you find it useful.”
To learn how to tell your story or your company’s story in a more compelling way, check out the Magnetic Storytelling Bootcamp.
4. Remind them that the information is coming from the brand.
Here is an example of this one using our brand Magnetic Speaking: “We keep these Tip-Tuesdays short and to the point because we want you to think of Magnetic Speaking as an excellent source of usable and practical information.”
I could have emitted the brand name from the previous sentence. But I chose to keep it.
5. On the Closing slide
Put the company name and logo on the closing slide under your name.
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Hope this was helpful for you. As usual, the trick to learning fast is to implement quickly. Take this tip and use it in your next presentation. Go out there and spread your brand because you will reap the reward of that too.
