Consensus Consensus
Consensus
Consensus Light Version Logo 3
  • Buyer Enablement
  • Platform
        • Interactive Video DemosEasily shareable and always available
        • Demolytics™Tantalizingly good stakeholder insights
        • Supporting ContentConveniently mapped content for each demo
        • OverviewIntelligent demo automation
        • IntegrationsCarefully curated integrations that work where you work
        • SolutionsPlatform tuning for teams across the funnel
        • SecurityGlobally reliable — way more fun than you think
        • ToursCreate on-demand product tours
        • Illustration of a calculator

          CALCULATE YOUR ROI
          WITH CONSENSUS.

          LET'S GO
  • Pricing
  • Resources
        • BlogThe #1 blog for Presales
        • Research & GuidesData and insights to help you scale
        • CustomersReal disruptors seeing real results
        • DEMOFESTThe best event for presales best practices
        • WebinarsThe how-to hub for scaling presales
        • Cost of Demo CalculatorDo you know the cost of your demos? Find out now
        • PodcastAnswers to burning Presales questions
        • Buyer Level AssessmentGauge buyer champion’s change project difficulty
        • Filter by Custom Post Type
          Posts
          Webinars
          Demofest Videos
          Podcasts
          Infographics
          Filter by content type
          Custom post types
        • Choose Your Own Demo feature image
          Choose Your Own Demo
  • Company
        • AboutOur WHY to everything we do
        • Press releasesSplash worthy buzz
        • CareersHigh-growth with high rewards
        • Consensus Partner NetworkJoin the network
        • SupportConstantly up-leveling customer users
  • Solutions
        • PresalesAutomate repetitive Presales functions and scale instantly
        • ChannelsOnboard and enable channel partners fast
        • SalesShorten sales cycles and improve close rates
  • Talk To Sales
  • Watch a Demo
  • Sign In
  • Watch a Demo
  • Sign In

10 Ways To Build A Winning Brand Story: Part 7 of 10

  • Blog
  • Garin Hess
  • January 15, 2015
  • best practices, company, marketing, Tips
Consensus

By Jed Morley, CMO at Consensus

This 10-part article explains how to create a compelling brand story for your company, products and services. Great brands are great stories that are always in the process of being told, refreshed and continued. Great brand stories are easy to recognize and sometimes happen intuitively, but a clear framework can improve your chances of success.

If you missed it, read 10 Ways to Build a Winning Brand Story: Part 6 of 10

Part 7 of 10: The Brand Values Ladder

Messaging defines what the brand should communicate at specific times or under specific circumstances to specific target markets or audiences. And, of course, the number of messages and audiences varies by brand. John Jantsch, a marketing consultant and speaker, defines a market as a group of people who buy for the same reasons and who reference one another.

Richard Wirthlin, founder of a market research firmed called Wirthlin Worldwide and a pioneer in personal values-based research, developed the Values Laddering model as a way of developing effective messages and communications strategies for specific audiences in political campaigns, including Ronald Reagan’s successful presidential campaigns in 1980 and 1984.

Wirthlin Worldwide helped Ronald Reagan de-position Walter Mondale by using values-driven messaging in the 1984 U.S. Presidential Campaign.

Source: Values, Lifestyles, and Psycographics—Edited by Lynn R. Kahle and Larry Chiagouris, p. 10

The messages Nike communicates are effective because they communicate with people on all four levels of communication that are essential to persuade people to think of something in a positive way (based on reason) and to motivate them to take action (based on emotion). The four levels of communication outlined in the Brand Values Laddering model are:

Persuasion based on reason:

1) Attributes: The physical characteristics of a person, product or service that can be observed in the world.

2) Benefits: The benefits that people derive from these features.

Motivation based on emotion:

3) Feelings: The way people feel from experiencing these benefits.

4) Values: the reasons why people think it’s important to feel that way.

Key questions to ask in developing a Brand Values Ladder include the following:

Persuasion: To think of something in a positive way.

Attributes

What comes to mind when you think about this product or service?

Choose the one thing that matters most from this list.

Benefits

What benefits come to you personally from these attributes?

Pick the benefit that’s most important to you personally.

Motivation: To take action.

Feelings

When you have this benefit, how does it make you feel?

Pick the feeling you care most about having in your life.

Values

Why is it important for you to feel that way?

Consensus helps you communicate your key messages in a consistent way that is relevant to each member of the buying committee.

About Consensus

Consensus is Software as a Service (SaaS) that automates custom product demos to accelerate sales. Our interactive demo platform personalizes video and documents so each prospect automatically learns about your solution in the most relevant way. This cuts sales cycles and increases close rates. Our Demolytics™ dashboard helps you discover and engage the entire buying committee by gathering analytics and tracking who’s involved, what’s important to them, what they watched, and who they shared it with. This drives consensus and gets to a purchase decision much faster than traditional sales methods. Clients have cut their sales cycles by 68% and jumped close rates by 27%.

PrevChoosing Demo Music: Our 4 Favorite Tools
5 Examples of Building Strong Company CultureNext
  • Tags: best practices, company, marketing, Tips
Consensus is Intelligent Demo Automation that scales your presales function.
Watch an Automated Demo

More Interesting Posts

Presales History Part 1 – We Used to Sell Software
June 1, 2023
How Buyers Think – Overcoming Emotional ROI
May 9, 2023
Burning Presales Hot Tips
Burning Presales: Hot Tips from the Podcast
April 27, 2023

Presales » 10 Ways To Build A Winning Brand Story: Part 7 of 10

Platform
  • Buyer Enablement
  • Overview
    • Interactive Video Demos
    • Demolytics
    • Integrations
    • Solutions
  • ROI Calculator
RESOURCES
  • Customers
  • Blog
  • Dojo
  • Webinars
  • DEMOFEST 2022
  • DEMOFESTx
  • Podcast
  • Buyer Level Assessment
COMPANY
  • About
  • Support
  • Careers
CONTACT US

info@goconsensus.com

801.653.0028

Talk To Sales

LAUNCH DEMO

© 2023 Consensus Sales, Inc. All rights reserved.
  • Privacy Policy
  • Terms of Service
Key Activity Gap Analysis

The Definitive Guide to the 6 Demo Types

Download ebook

Research: 2022 SE Report

The Rise of Demo Automation Aargon Research

The Definitive Guide to the 6 Demo Types


Research: 7 Immutable Strategies for Scaling Presales


6 Demo Types Infographic


5 Burning Presales Problems Sales Leaders Observe

2021 Sales Engineering Compensation & Workload Report

Let us know where you want to see us next year!

Windows 95


Filter by Categories
Articles
Blog
Channel Development
Entrepreneurship
Event
Guides
Marketing
News
Awards
In the Press
Press Releases
Outreach
Press Releases
Sales
Business Development
Buyer Enablement
Presales
Filter by Customer stories Category
Customer Story
Featured
TP2
Filter by Tags
Artificial Intelligence
Automation
B2B Sales
best practices
buyer enablement
Company
Deep C
demo automation
Demo types
DEMOFEST
Demolytics
Demolytics best practices
Interactive videos
Marketing
Presales
product News
Research
Sales
scaling presales
test tag
Tips
Filter by Research Category
Appendix
Buyer enablement
Featured
Guide
Infographic
Research
Filter by Demofest Category
2020
2021
2022
2023
London
Silicon Slopes
Silicon Valley
Filter by Podcasts Category
Featured
Podcast
Filter by Webinars Category
Buyer
Presales
Webinar
Filter by Tags
*Best practices
*Buyer enablemen
*Buyer enablement
*Scaling presales
6 demo types
analytics
automation
b2b
b2b sales
best practices
Blog 2
business development
business strategy
buyer enablement
channel
company
customer insights
Customer Stories
data analysis
Deep C
demo
demo automation
Demo Types
demo video
DEMOFEST
demolytics
Demolytics Scaling Presales
demos
digital presales
digital transformation
disruption
dojo
EBook
faq
industry analysis
Infographics
innovation
interactive demos
Interactive videos
market trends
marketing
new demo player
outreach
podcast
presales
Presales Sales
presentation skills
Press
press release
product demo
product demonstrations
Product News
remote
Research
sale
sales
sales teams
scaling presales
Table of Contents
technology trends
Tips
virtual event
webinar
wfh