The Brand Trifecta®

The Brand Trifecta is a systematic and streamlined writing-focused program that will enable you to build a brand that is the path of least resistance to revenue. This program is built on more than a decade of my work, helping thousands of organizations develop brands that enable them to get more of the right prospects to the right table at the right time. Plus, it is built on my proven and formulaic brand messaging model that is rooted in buyer psychology. This brand model enables you to systematically engage your target audiences and authentically provoke them to want to take the next step and buy. How? By delivering a simple set of messaging that tells your prospects what you do, how you solve their problem, and how you are different and better than the competition. Ultimately, that is the information your target audiences want to know in order to say, “You know, that’s interesting. I want to take the next step and have a conversation.” This is what compels your prospects to convert. The Brand Trifecta program is not a bunch of brand fluff, and it’s far more than just brand strategy. This program is intuitive, interactive, and it’s going to give you the guidance, resources, and support you need to develop a message that will enable you to win in the marketplace.

The Brand Trifecta is a formulaic messaging structure that delivers the three key pieces of information your audiences want and need to know in the first 15 to 30 seconds, in order to take the next step and convert. Those three messaging components are: One, a Tagline that states what you do; two, a Value Proposition that states how you solve your target audience’s problem; and three, a set of Differentiator Statements that clearly articulate how you are different and better than the competition. 

In fact, it is that specific order of that specific information that actually compels your prospects to want to know more and take the next step. That is why the Brand Trifecta is a formulaic messaging structure. Because, when you stick to the order of how you deliver each piece of this three-part formula, whether it is delivered in a face-to-face setting, on a Zoom call, on your website, or anywhere else across your digital footprint, it works. 

Please watch the associated video clip to see a real-life example that drives this point home.

 The Brand Trifecta program covers critical topics that will help you build a brand that is the path of least resistance to revenue. Part One of the program is all about defining your brand. Topics include the development of your brand’s tone of voice, personality traits, and archetypes, which enable you to clarify how your brand authentically shows up in the world.

Part One also centers around target audience refinement. This includes the development of comprehensive buyer criteria charts that outline not only the demographics, but psychographics, for your ideal buyers. Plus, the program dives into structured target audience analysis that will enable you to clearly pinpoint the bottom-line heart pain you solve for each audience. The outcomes from these exercises will give you the material to write a brand that clearly articulates how you solve your target audience’s deepest problems. Finally, Part One of the Brand Trifecta program centers around solidifying the right brand architecture for your organization. In other words, you will determine exactly how many Brand Trifecta messaging layers you will need to write to effectively speak to all of your ideal target audiences. 

Part Two of the Brand Trifecta program is where you will put pen to paper and actually write your brand. Specifically, you will develop your go-to-market messaging, including your organization’s Tagline, Value Proposition Statement, and Differentiator Statements. Then, if additional Brand Trifecta layers are needed for your organization, you will walk through the process of developing those supporting messaging components. Finally, at the end of Part Two of the Brand Trifecta program, you will move through a comprehensive implementation checklist where you will document key marketing and sales action items for your brand, based on the work you have done throughout this program. 

All topics covered in Parts One and Two of the Brand Trifecta program are curated to ensure you develop a strong brand strategy, and of course, a winning brand message that is the path of least resistance to revenue for your organization.

The Brand Trifecta model is the backbone for all of your brand’s content and messaging. The language you develop in the Brand Trifecta, including your Tagline, Value Proposition Statement, and Differentiator Statements, are the heart of your brand’s promise. It is this promise that carries into the rest of your content. Plus, the insights you also gain around your brand’s tone of voice, personality, target audiences, and brand architecture also play into your content and messaging strategy. 

To be clear, however, a Tagline, Value Proposition Statement, and set of Differentiator Statements will never replace the other rich content you have for your organization. Keep your feature and benefits lists, charts, graphics, videos, white papers, blogs, and case studies. Also keep your Vision Statement, Mission Statement, and Values. Do not forego those pieces for the Brand Trifecta. Instead, the Brand Trifecta should simply be at the top of the content pyramid. Everything else you write stems down from that Brand Trifecta, and it should all be consistent with the tone of voice and themes that you have written in the Brand Trifecta itself.

To sum it up, the Brand Trifecta is your brand’s singular messaging framework, and it is the basis upon which all of your other sales and marketing content should be developed.

Most courses and DIY programs just don’t cut it because you are left on your own to complete the work. The lack of structure, process, and accountability with these types of programs is a sure-fire way to have a half-baked strategy and a half-built brand. Plus, most courses and DIY programs teach only brand strategy, but they don’t teach you the practical aspects of how to write the actual message.

You need more than that. You need to sure-fire a way to not only build or refine your brand strategy, but to also get the work done of writing your brand message with a proven approach. The Brand Trifecta not only teaches you how to hone in on your brand personality and presence, as well as define, refine, and even analyze your ideal target audiences, but it also walks you through, step-by-step, the actual writing process. This program teaches you how to create a message, phrase by phrase and sentence by sentence. Plus, The Brand Trifecta provides intuitive, just-in-time guidance and support to help you get unstuck, keep building momentum, and continue through the brand building process with confidence and clarity. 

The Brand Trifecta is not another course or DIY program. There is no fluff, no nonsense, and no death by PowerPoint. The Brand Trifecta program is practical, tactical, and a proven brand methodology in a SaaS platform. And SaaS without a subscription, at that.

The StoryBrand framework teaches organizations how to use a story-based brand approach, where the customer is at the heart of the hero’s journey. The StoryBrand methodology takes you through seven key steps, prompting you to clarify key pieces of your brand’s strengths and strategy, as well as outline the details on your target audiences and their pain points. Plus, it cues you to write components of your brand, such as a one-liner or various calls-to-action.

The Brand Trifecta program also hones in on these pieces. It surgically walks you through the in-depth process of clarifying your brand’s presence and personality, identifying and defining ideal target audiences, and uncovering the bottom-line heart pains you solve for each audience. 

However, this program goes further than that. It enables you to define the right brand architecture for your organization. In other words, how many layers of messaging you need to systematically write in order to directly communicate with all of your top target audiences. Plus, it shows you how to thoroughly implement your brand, so that you effectively reach and engage those target audiences across your print, digital, and face-to-face channels.

The biggest difference between StoryBrand and the Brand Trifecta is that the Brand Trifecta program doesn’t just tell you what to write by showing you steps. By the way, the Brand Trifecta has three key steps, not seven. This program teaches you how to write the three key messaging components that speak to the three most important pieces of information your prospects want to know in the first 15 to 30 seconds, in order to take the next step. Number one: Tell me what you do – Tagline. Number two: Tell me how you solve my problem –Value Proposition Statement. Number three: Tell me how you are different and better than the rest – Differentiator Statements. 

To be clear, this program does not teach you how to write a brand story. Why? Although story is a powerful tool that does belong in the whole scheme of content marketing, it does not belong in the first 15 to 30 seconds of your brand pitch. Brand stories don’t compel your prospect to take the next step as quickly as possible. Brand conversations do. Your prospects want you to get to the point, and fast, by clearly understanding what you do, how you solve their problem, and how you are different and better than the rest.

This is where the Brand Trifecta holds weight. This proven messaging model, which is rooted in buyer psychology, enables you to skip complex and ineffective storytelling, and instead create powerful, authentic brand conversations with your prospects that ultimately convert. In fact, this program specifically teaches you how to write that three-part messaging formula with precision and impact. You will learn how to leverage key target audience information, as well as your brand presence and personality, to accurately write your brand. Plus, you are going to be taught critical writing best practices, including grammar, sentence structure, tone of voice, word choice, and rhythm, to ensure your brand not only sounds and seems like you, but deeply resonates at a heart level with your target audiences.

All of this is delivered through a streamlined and well-priced branding SaaS program that ensures you move through the brand building process with accuracy and speed. Plus, it is provided to you without a subscription, and without any certification needed. 

At the end of the day, the goal of the Brand Trifecta program is to teach you how to not just create a brand strategy, but how to write and implement a brand rooted in buyer psychology – a brand that creates conversations that convert, and which truly is the path of least resistance to revenue for your organization.

If you are a lover of stories, that’s great. I am too, unless it has to do with brand. I truly believe brand storytelling isn’t the answer. Brand conversations are the answer. Before you drop everything and leave this website, hear me out for just a second! 

Storytelling is not bad in and of itself. It can be used as a great content creation strategy for your organization. However, story has no part to play in the first 15 to 30 seconds of your brand pitch. When someone hits the homepage of your website, are they ready to read a story, or do they quickly want to know what you do, how you solve their problem, and how you are different than the competition? How about when you first meet a prospect at an event? When they ask you what you do, do you dive into a complex story? I have done that and seen people’s eyes glaze over. Truly consider this: Do you tell a story right out of the gate, or do you get to the point? 

Storytelling is great when a prospect is ready to learn more about the specific details of your history, specific features and benefits, unique customer successes, or even the incredible data and research that you have done, etc. Story does belong in the whole scheme of content marketing. However, it does not belong in the beginning of your brand. 

This is where the Brand Trifecta model holds weight. This brand approach breaks you free from delivering complex and ineffective narratives by helping you craft a formulaic messaging structure that not only tells your prospect the information they want to know in the first 30 seconds, but it engages them at every stage, with every sentence. 

This is what the Brand Trifecta is all about – creating brand conversations that ultimately convert.

While Vision Statement, Mission Statement, and Values are critically important to any brand, they are not sales statements. The purpose of the Brand Trifecta program is to help organizations build their go-to market messaging and enable them to sell. Vision Statement, Mission Statement, and Values are internally-focused statements that drive the organization forward. They enable you to point your sails in a direction and set forth guidelines for where you want to go. However, these statements do not compel your prospects to want to buy from you, because they are all about you. Your target audiences want to know what’s in it for them. In fact, they want a message that is all about them. That is where the Brand Trifecta comes in. This program teaches you how to develop a winning Tagline, Value Proposition Statement, and a set of Differentiator Statements which enable you to create brand conversations that convert.

The Brand Trifecta program is built for small to midsize organizations who do not have extremely complex brand architectures nor sell to a multitude of target audiences. If you are a large enterprise organization, you may need more than what this program offers. Just check out the other content on this website to determine if this program is the right fit for your organization.

In terms of who within an organization should take the lead on this type of project, it is recommended that a brand’s founder or CEO be involved, because they hold the keys to the brand. It is also recommended, of course, that the heads of marketing and sales are incorporated into this brand work. Finally, it is useful to include other executive leaders in the process, just to ensure all those critical perspectives within your organization are included as you move through the Brand Trifecta program.

Are you struggling to get prospects to the table? Is your sales cycle increasing? Is your close ratio decreasing? Or are you seeing a higher shopping cart abandonment rate, a decreased clickthrough rate, or even a decreased conversion rate on your website? Maybe you have been doing SEO, advertising, email marketing, and other marketing tactics for many months, but you are not seeing the metrics where you want them or need them to be. You are doing all of the things, and perhaps even all of the right things from a marketing and sales standpoint, but still you are not hitting your revenue goals. If you are experiencing any of these scenarios, that is a signal that something may be off with your message. You can have the best tactics in the world, but if those tactics aren’t backed by a brand strategy that surgically delivers the right message to the right target audiences, then those tactics probably won’t deliver the way you hope they will.

The bottom line is that you need a brand that is not just built on hope, vision, or even purpose. You need a brand that is built on buyer psychology, and you need a messaging structure that ultimately delivers powerful revenue results. This is what The Brand Trifecta provides.

 It would be great to tell you that this program will 100% guarantee that you build a brand that delivers perfect revenue results. However, I just can’t promise that. Brand is unique for each and every organization, and branding done right is directly aligned with that unique organization’s individual goals.

Here is what I do know. The outcomes of the Brand Trifecta program will ensure you have stronger clarity on who you are going after and why, and it will help you develop a brand message that deeply resonates at a heart level with those target audiences – all in order to compel them to engage with you and buy.

With that being said, there are some key metrics you can consider tracking while going through this program. First, track the number of qualified prospects that engage with your organization. If you have developed a more precise message that directly speaks to the heart pain you solve for your target audiences, and if you deploy that message across your sales and marketing channels that are aimed to reach those target audiences, then you should see a positive shift in the quality of your prospects.

Next, track revenue. That is a bold statement, but one that I really stand by. Brand is the path of least resistance to revenue. So, track revenue to see the impact of your refined message on your organization’s growth. 

Next, if you sell through a B2B channel, in other words you sell directly to businesses, you can also consider tracking sales cycle. Companies who are effectively deploying the right brand message to the right audiences see a decrease in sales cycle time. Why? Because when that prospect first sees, hears, and experiences your Brand Trifecta message, they will clearly understand what you do, how you solve their problem, and how you are different and better than the competition. Isn’t that what they want to know in order to take the next step with you? If they understand all of that in 15 to 30 seconds because of your Brand Trifecta, whether you deliver it in person or digitally, and if they schedule and hold a call, they are no longer getting on that call to ask what you do. They already know. They are ready to go deeper into the details with you, to share the very specific pains they’re facing in their business, and to ascertain from you on that call how you can directly solve those problems. 

All of this signals that they are further on in the buying cycle. So, instead of having to hold multiple calls to get into the details, you can tackle that information earlier on, which ultimately will enable you to get to a proposal, and a close, in a faster time frame.

Now, how about B2C brands who sell directly to end consumers? Yes, track the quality of prospects and track revenue. Also continue to track conversion rates across your digital footprint. However, you may also wish to track shopping cart abandonment rates. With the numerous e-commerce brands that have deployed the Brand Trifecta method over the years, the pattern is very clear that there was a decrease in shopping cart abandonment rates as a result of improved brand messaging. Your refined brand message will ensure shoppers more clearly understand what you do, how your products solve their problem, and how your brand is different from the rest in less than 30 seconds. If they see that information, continue to click through and shop, and if they find products that live up to that brand promise, they will click to purchase. So, track this metric, too. See what you find. 

To sum everything up, I can’t and will never promise perfection. However, I can state with full confidence that the outcomes from the Brand Trifecta program will enable you to build a brand that truly is the path of least resistance to revenue.