Defining a Brand Point of View That Connects with Consumers (Virtual)

Establishing an Effective Digital Brand Connection 101
(Virtual Half-Day Workshop)

Many marketers still struggle to connect digitally with customers in ways that clearly and authentically communicate the brand essence – and why your customers should engage with you.

The idea that you can convince customers to engage or purchase simply by telling them to is flawed; today ‘story doing’, showing, and acting on how your business can improve your customer’s life is essential to make a lasting impression.

In this workshop – the first in a four-part series on creating effective digital connections with consumers – we will walk you through the steps to establishing, maintaining, and evolving your company's digital presence with authenticity by defining your brand point of view (POV). Participants first review current-day examples of leading web brand presences and conduct a SWOT analysis of their own brand’s digital impact. After which, participants work in teams to clearly define their brand POV and discuss how to leverage their POV to create stronger emotional connections with consumers that impact lifetime value.

*This workshop is the first in ANA’s four-part series titled Establishing an Effective Digital Brand Connection Mastery Program, designed to drive customer lifetime value in the digital world.

It is suitable for both B2B and B2C audiences. Examples and exercises can be tailored to fit either scenario.

Target Audience
This workshop is for marketing and brand managers responsible for building a successful web presence and activation strategy, including:

• Marketing Managers
• Digital Marketing Managers
• Community Managers
• Social Media Managers

It is particularly relevant for brands that:

1. want to understand ways to improve their competitive advantage in the digital space
2. are struggling to drive customer loyalty but aren’t sure why.

Virtual Workshop Benefits

The benefits of attending this workshop fall under the following key drivers of growth: improving marketing effectiveness, increasing marketing efficiencies, and maximizing marketing ROI.

This workshop helps attendees improve marketing effectiveness by teaching them:

• What an effective digital presence looks like
• How to craft a Brand POV that connects with consumers

This workshop helps attendees increase marketing efficiency by teaching them:

• How Brand POV can be used to refine messaging for greater impact and improved CLV

Download the full agenda here