Create a magnetic brand

Stop competing on price and engineer a brand that delivers the profit you deserve

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Do you know how to compete against clutter?

Do you know how to tap into human emotions that create customers for life?

Do you have an awesome product or service but struggle with how to stand out?

It’s not enough to have a great product and great service. You need a great brand that ties it all together.

A brand that gives you a sustainable competitive advantage.

A brand that allows you to cut through the red ocean and compete in the blue.

Do you ever worry about being considered a commodity?

Are you having trouble finding your sustainable competitive advantage?

Do your employees speak the same language about your company?

Do you know your big idea and how to communicate it?
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Being dirt cheap or the cheapest isn’t sustainable. Someone else can always undercut you. Unless you’re the only game in town, getting the competitive edge requires a strong brand platform. That’s what this is all about. It takes focus. The goal is to help you become a magnetic brand. A magnetic brand helps you sell more stuff more profitably because you’re not competing on price. And something for which passionate customers believe there’s no substitute. It’s time to give your customers a reason to believe.
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Sometimes we get so passionate about what we do - and how great our products and services are that we forget to think about the customer. If you build it, they will come doesn’t work anymore. The market is too crowded.
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At the end of Brand for Profit you walk away with the playbook to build your brand: how to talk about it with your different audiences, and how to visually represent yourself. It’ll save time and money when you need to develop your next campaign because the groundwork is laid. You’ll know your clear competitive advantage.  You’ll know the right style and tone that represents your company.
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If you need to build a brand that’s profitable, sustainable and accountable, this workshop is for you. If you want to compete today – and there tomorrow, building a strong brand is something you must do. It’s time to build a brand like the big guns without the big-gun budget. Welcome to the first Brand for Profit workshop – a better way to brand.
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In the Brand for Profit workshop, you’ll:

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• Uncover the killer idea that differentiates you from your competition
• Build the platform that gives you a huge advantage over your competition
• Develop your position and key messaging points to use when talking with prospects, customers, employees and investors
• Always know to get investors and the media to want to learn more about your business
• Map your brand against your competition and stake out your winning difference
• Give your employees the messages they can share when customers and prospects ask about your company
• Create a brand that engages with the senses and emotions that turn prospects into customers.
• Tap into the aspirational drives behind human motivation
• Walk away with your brand playbook containing actionable steps to implement across your company.

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Who is this workshop designed for?

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• Businesses who’d like to hire an agency, but don’t have the budget.
• Start up companies launching their first product or seeking funding and need to develop a presence.
• Small businesses struggling to stand out in a crowded marketplace and need a compelling way to talk about what they do and why they matter.
• Established businesses looking to sustain their business by redefining their brand promise and reason to believe.
• Any business who when asked what they do, cannot say how they’re different then their competition.
• Visionaries who need guidance translating their brand promise into language customers and prospects can immediately grasp.
• Businesses who know that they can’t just build a product and customers will come knocking. It’s for businesses who understand they need to communicate why they matter in words and pictures that connect with their peeps.
• Businesses who need to tell their story to investors, partners and resellers.
• Businesses who need to protect their image and help resellers market their products by providing a roadmap to do so.

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Brand for Profit is not for every business: For example, it’s not for:

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• Businesses struggling to stay afloat, looking for a magic, quick fix. Building a brand takes time. Brand success is not an overnight thing.
• Businesses that don’t have great products and services. A new brand will not fix that. It’ll only call attention to that sooner.
  
• Businesses that don’t care about creating awesome customer experiences. If you don’t care about your customer, don’t waste your money building your brand.
• Businesses that are not willing to do the work it takes to implement their new brand. If you go through this exercise and just leave the document in the drawer, you’re missing the boat. Save your money and let someone else take your spot.
• Businesses that believe if you build it, they will come. Unfortunately, that’s no longer enough.
• Those who don’t believe in the value of investing in building a magnetic brand. In other words, if you’re looking for something off the shelf, this isn’t for you.
• Businesses who treat brand building as frosting on the cake. Profit-driven brands permeate the entire company – not just the marketing department.
• Businesses looking for immediate sales, success or revolutionary change in your business because cash flow is tight and you’re not sure your doors are open next month, this isn’t for you. It is for those with a well-thought out business plan, ability to wow and delight their customers.

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The brand building process is messy at times. My job is to guide you through it, offering expert perspective, clarity and delivering a foundation you can put to work immediately.
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Now I’m not saying killer work is the answer to all your problems. What I’m saying is that profitable brands are built on sound fundamentals and nurtured constantly. You won’t achieve overnight success with the Brand for Profit workshop. It takes time. But you will have the brand platform for achieving the success and profit you’re looking for.
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What’s involved?

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Brand for Profit is an intensive, interactive workshop requiring heavy involvement by both of us. That’s why enrollment is limited.
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Understanding your brand vocabulary. The deep dive. In this part, we analyze your top six competitors for how they talk about their brand – from the perspective of someone who knows nothing about your business. What do we think. We compare this to how you’re currently talking about your business, looking for common themes and ways to differentiate yourself.
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Identify the keywords that define who you are and why you matter. What do you stand for? If you only had 6 words that represented your business, what would they be? We’ll start by coming up with 70 – 80 words then work with you do narrow the focus and find those that work best and that you can own. And create original definitions for each of them.
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Define your key audiences: who buys your product or service? What are they like? What keeps them up at night? And how do you meet their needs better than anyone?
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Answer six key questions:

1. Who are you?
2. What do you do?
3. Why does it matter?
4. Why do people connect with you?
5. When do people connect with you?
6. How do you do business?

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Develop competitive messaging. Define the real competitive opportunity. Do your competitors claim the same attributes you do? What qualities can you own? Do you need to redefine your product category? Or pinpoint your unique difference and take that to market?
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Identify your top assets – what are your current strengths? And how can they give you the competitive edge?
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Pinpoint your top weaknesses -  the problems you face today? And how you’ll over come them.
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Clarify your future vision. Where do you see your business in three years? What’s the future of your industry and your business?
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Present the proof that you have the credentials to be in business for the long term.
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Perception + Vision: What objections does your industry face that can be won through a clearly stated vision.  What perceptions about you do we need to correct? And how we’ll correct them.
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Develop your three key pitches:

1. Elevator – Your unique story in 35 words or less
2. Curbside – Tell me a little more about yourself.
3. Let’s do lunch – I’m all ears. Go in-depth about what you do that matters to your prospects and customers.

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Creative direction.
Define your look, tone, attitude and feel. Now that you’ve defined your brand, differentiated your brand story, how will you write about it and visually show it? The image styles that visually make your brand ‘hang’ together and the tone you’ll use in your marketing and communications. We’ll create a brand board that captures your brand essence and gives those tasked with executing your new brand a roadmap to follow when writing and developing or searching for the right visuals. This is the playbook you tap to create marketing messages that connect with your customers and help transform your brand into a charasmatic brand: That for which people feel there’s no substitute.
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Who participates in the process?

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This process gets under the hood, looking at the core of your business. It requires you to reveal your roses and thorns. The owner or CEO needs to be actively involved. For smaller businesses, it’s always the owner and senior manager. For larger businesses, it might be the marketing manager leading the process, but involving the senior management team. It always includes those at the top. If the top doesn’t ‘own’ the brand, it won’t work.
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That’s great, but what else is included?

A six month check up

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At six months, we’ll do a follow up call – one on one to see how it’s working and answer questions, help you overcome stumbling blocks, etc. Remember, success doesn’t come overnight. Think about how long it’s taken the best brands to stand out from the clutter. Think about stewardship of your brand.
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Lifetime access to the new Brand for Profit Community

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You’ll be part of a private forum where you can bounce ideas and ask questions of others in the group. Sometimes it helps to know you’re not alone. Many businesses face the same questions and need similar answers. Think of this as your brand support group. I’ll be there as your guide.
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Sometimes you’re a little too close to it to see your business as I would – as one of your customers or prospects. An outsider. And that’s a huge part of the value. Have any questions during the process? Ask them of me and the group. I’m your guide. You won’t be given a bunch of worksheets and sent on your way. You’ll have homework, but I’ll do the analysis, review, and summary that ties it all together.
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I’ve worked on brands that didn’t have strong products and services and have seen first hand how no matter how cool the brand, if it doesn’t live up to the promise, it’ll fail. People can smell a rat faster than ever. And they have the tools to tell the world about those rats. People are cynical and overloaded with brand messages. Make yours real. Make your brand connect with the those most interested in buying from you and don’t be afraid to alienate the rest.
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50% discount on our Brand Tune Ups and future products

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Brands are not static. They need to be nurtured and evolved over time. You’ll get a half-off one-on-one Brand Tune Up sessions and all of our future products. Because I value customers and want to see you grow profitably.
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Okay, so what’s this going to cost?

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Ever higher an agency based on their award-winning work and receive ho-hum work and a big bill? I have. More than once. It seems unless you have really deep pockets they wow you with their capabilities but once they win the business, give you their junior thinkers work that leaves you uninspired or worse. You could hire an agency to do this for you. And pay $15,000, $20,000 or more. Or you could be one of only 22 people to join this workshop and get it all for just $4,967. Fortune 500 companies pay hundreds of thousands of dollars to define their brand, and many thousands more to translate it into action.
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You’ll get a hands on, actionable brand platform you can use immediately. Why am I doing this? Because I believe in the power of a strong brand, and in taking the hype out of what a brand can do. Hint, it’s not a bandage or cure for larger issues.
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So how do I know you’ll deliver?

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There’s a lot of hype in the branding business. A lot of people promise but don’t follow through. Since this is the first time I’m offering this workshop, I don’t have a bunch of testimonials to show you. My reputation hinges on the quality of the product I deliver. Social Media works both ways. I want to turn you into a raving fan when you’re done.
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This is not an off-the-shelf information product, but methodical, hands-on coaching and a two-way effort. It’s about the nuts and bolts. Not pie in the sky thinking. Each workshop participant walks away with their own brand playbook designed specifically for their business. Brand for Profit is limited to just 22 businesses and will take about 90 days from the time we gather information, do the analysis, write your brand playbook and review with you. I am thorough and passionate about delivering value. I want you to be successful. We’re investing in each other and will know each other pretty well by the time we’re done. I want to arm you with the brand framework you can take to market.
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You still have to work at getting your brand out there. Brand for Profit gives you the playbook to talk about what you do in a compelling way that connects with your market. The money will not come automatically. This is for businesses who are planning for the long term who want a edge over their competition.
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What about the Goodies?

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Of course I haven’t forgotten about rewarding those that act first. The first 5 who sign up when doors open will get a new custom logo. After we get down the road with your brand platform and understand your visual style, you’ll get three concepts for review and have three rounds of revisions to polish the design into one you’ll love. It’s a process that many leading design firms charge $5,000 or more for! In fact, ANZ bank (Australia/New Zealand) just spent $15 million for their new logo and tagline!
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For one of the 22, I’ll randomly draw a name and personally come to your office (anywhere in the U.S.) at my expense and do the workshop with you and your team. It’ll take about three – four hours. I’ll even bring the treats.
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And because this is an online workshop, what’s the guarantee?

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If for some reason you decide after signing up this isn’t for you, I’ll refund your money. If after we first talk, I determine you’re not the right fit or that I cannot help you, I’ll refund your money. No hassles. I believe in the power of building a kick ass brand.
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.But again, this isn’t for those looking for a quick fix. Or for me to do all the work. This workshop is a partnership. We need to have trust and confidence in each other to succeed. As Jerry MacGuire famously said, “Help me, help you.” The same rule applies here.
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What’s next?

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If you’ve read this far, you must be interested. If so, sign up on the form below and I’ll let you know when enrollment begins. Because of the intensive nature of the workshop, it’s limited to just 22 people. Or if you have questions, you can drop me a line at 503.799.2972.

Name:
Email:

Who’s leading this workshop anyway?

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P.K. Prothe has spent the last 18 years helping companies build dominant brands. He’s worked in all areas of brand development from customer experience to design to communication and public relations. Each time, he cuts through the hype to uncover the core essence of a brand – and create the platform that gets results by connecting with customers. He’s an expert at finding the unique differentiators that bust through the clutter. And he brings this expertise to a unique workshop designed to get the results small businesses need to compete. He helps companies build a dominant brand in their respective niche.