--- title: Create A Winning Inbound Brand description: "Tiffany Sauder , President at Element Three , gave a very interesting talk on   \"Create A Winning Inbound Brand\" . One of the very first thin" image: https://connect.accrisoft.com/hs-fs/file-279888494-jpeg/images/8dd1d4f1770591874afe8efad957e4f5.jpeg --- [![Thriveim](https://connect.accrisoft.com/hs-fs/file-3355966330-png/images/thriveim-logo.png?width=250&height=39&name=thriveim-logo.png)](http://www.thriveim.com/) ## Blog Email Sign Up # Create A Winning Inbound Brand Posted by [Brittany Norton](https://connect.accrisoft.com/blog/author/brittany-norton) on Tue, Aug 27, 2013 @ 11:41 AM - [Tweet](https://twitter.com/share) [Tiffany Sauder](http://elementthree.com/about/team/tiffany-sauder), President at [Element Three](http://elementthree.com/), gave a very interesting talk on ["Create A Winning Inbound Brand"](https://content.elementthree.com/build-winning-inbound-brand?utm_source=twitter&utm_medium=social&utm_content=1213729) at Inbound 13. One of the very first things she mentioned in her session, is still ringing in my head and is so simple and easy to understand; **A brand is so much more than a product or label. **![describe the image](https://connect.accrisoft.com/hs-fs/file-279888494-jpeg/images/8dd1d4f1770591874afe8efad957e4f5.jpeg?width=200&height=200&name=8dd1d4f1770591874afe8efad957e4f5.jpeg) Now that statement is not something that many people think of. Everyone is worried about the exterior of a brand. Well what are they known for? Who are they? How popular are they? I'm sorry I thought I left high school years ago - not leaving it to get my degree and then go back again. Since when does every brand have to be judged based off their exterior look?  What I learned from Tiffany? Here we go: - When it comes to being a brand - be specific and distinguishable.  - Marketing is just a vehicle to deliver messages to the world.  - People don't care how it works. The market doesn't care how you solved someone's problem or how much you love what you do. For example, Tiffany walked over to another session audience member, pointed to her iPhone and asked, "Do you know how this works?" and the audience member seemed a little puzzled but responded "I'm not sure what you mean. It just works." She proceeded to ask, "What does it do for you?" This is was a response starter. People started to shout out what their iPhone is used for - staying connected, work, emails, checking in on family, etc. This makes perfect sense to me now that she used the iPhone example. People who are looking for a product don't necessarily care how it works. They want to know what it is going to do for them. It's that simple.  In Tiffany's words: Brands that look like crazy town - should own it. Every brand to an extent looks like crazy town but owning it makes them different.  Tiffany showed an adorable picture of her daughter wearing a fairy costume with a puffy pink jacket and a Rudolf nose that she insisted on buying. Tiffany affectionately said her daughter looks like "a hot mess". Most brands do look like a hot mess but the ones that own it are the ones that are the best brands and the most well known. They do things right.  **What brands can you think of that are "a hot mess" that you admire, watch, monitor or have a loyalty with?** Did you know? It is ok to screw up.  Tiffany read off a quote from Starbucks, "There are times when we don't know how well things are going to work." Even as a leader it is ok to screw up sometimes. This quote was made about the campaign that Starbucks started with Groupon for the first time. Groupon had never handled a deal of that size before and Starbucks had never started a deal of that size online either. Even though they had never handled a campaign of that volume before, they were willing to be one of the first brands to take on a deal that large.  I love her concept, or Element Three's concept, of the "elements" of a brand: **Br** - Brand Development, **Mk** - Marketing Strategy and **Cr** - Creative Execution. Three main steps - that is all it takes. This is a concept that every brand needs to realize. Building a winning brand doesn't take years or millions of dollars. It takes a well thought out marketing plan and the right tools to take a brand where it needs to go.  The best yet sort of hilarious main point that I took from this session? Be a hot mess but own it. Don't get sloppy but make sure that you are exciting, relevant and more than just a produce or a label. Remember: "The brand is the product" - Lee Chow   See Tiffany Sauder's [Twitter](https://twitter.com/tiffanysauder) account.   (picture credit: Tiffany Sauder's Twitter account) #### Comments ### Search Blog Search ### Follow Thrive ### Posts by Topic - [Thrive Internet Marketing (113)](https://connect.accrisoft.com/blog/topic/thrive-internet-marketing) - [Social Media (73)](https://connect.accrisoft.com/blog/topic/social-media) - [Facebook (72)](https://connect.accrisoft.com/blog/topic/facebook) - [content (39)](https://connect.accrisoft.com/blog/topic/content) - [YMCA website (35)](https://connect.accrisoft.com/blog/topic/ymca-website) - [YMCA (32)](https://connect.accrisoft.com/blog/topic/ymca) - [Facebook posts (31)](https://connect.accrisoft.com/blog/topic/facebook-posts) - [SEO (30)](https://connect.accrisoft.com/blog/topic/seo) - [Twitter (30)](https://connect.accrisoft.com/blog/topic/twitter) - [digital marketing (30)](https://connect.accrisoft.com/blog/topic/digital-marketing) - [YMCAs (29)](https://connect.accrisoft.com/blog/topic/ymcas) - [digital advertising (21)](https://connect.accrisoft.com/blog/topic/digital-advertising) - [Mobile Marketing (20)](https://connect.accrisoft.com/blog/topic/mobile-marketing) - [advertising (20)](https://connect.accrisoft.com/blog/topic/advertising) - [Online community (18)](https://connect.accrisoft.com/blog/topic/online-community) - [Google (15)](https://connect.accrisoft.com/blog/topic/google) - [Email Marketing (12)](https://connect.accrisoft.com/blog/topic/email-marketing) - [Facebook pages (12)](https://connect.accrisoft.com/blog/topic/facebook-pages) - [marketing (12)](https://connect.accrisoft.com/blog/topic/marketing) - [Instagram (10)](https://connect.accrisoft.com/blog/topic/instagram) - [mobile (10)](https://connect.accrisoft.com/blog/topic/mobile) - [Team Thrive (9)](https://connect.accrisoft.com/blog/topic/team-thrive) - [membership (9)](https://connect.accrisoft.com/blog/topic/membership) - [Pinterest (8)](https://connect.accrisoft.com/blog/topic/pinterest) - [reviews (8)](https://connect.accrisoft.com/blog/topic/reviews) - [Calls-To-Action (7)](https://connect.accrisoft.com/blog/topic/calls-to-action) - [Ragan.com (7)](https://connect.accrisoft.com/blog/topic/ragan-com) - [Customer Service (6)](https://connect.accrisoft.com/blog/topic/customer-service) - [Google campaigns (6)](https://connect.accrisoft.com/blog/topic/google-campaigns) - [Vine (6)](https://connect.accrisoft.com/blog/topic/vine) - [inbound marketing (6)](https://connect.accrisoft.com/blog/topic/inbound-marketing) - [Reputation management (5)](https://connect.accrisoft.com/blog/topic/reputation-management) - [crisis management (5)](https://connect.accrisoft.com/blog/topic/crisis-management) - [mobile traffic (5)](https://connect.accrisoft.com/blog/topic/mobile-traffic) - [photos (5)](https://connect.accrisoft.com/blog/topic/photos) - [Apps (4)](https://connect.accrisoft.com/blog/topic/apps) - [Building Social Media Communities (4)](https://connect.accrisoft.com/blog/topic/building-social-media-communities) - [Remarketing (4)](https://connect.accrisoft.com/blog/topic/remarketing) - [Timeline features (4)](https://connect.accrisoft.com/blog/topic/timeline-features) - [contests (4)](https://connect.accrisoft.com/blog/topic/contests) - [digital advetising (4)](https://connect.accrisoft.com/blog/topic/digital-advetising) - [email (4)](https://connect.accrisoft.com/blog/topic/email) - [landing pages (4)](https://connect.accrisoft.com/blog/topic/landing-pages) - [videos (4)](https://connect.accrisoft.com/blog/topic/videos) - [website (4)](https://connect.accrisoft.com/blog/topic/website) - [websites (4)](https://connect.accrisoft.com/blog/topic/websites) - [Inbound 2012 (3)](https://connect.accrisoft.com/blog/topic/inbound-2012) - [Lake County YMCA (3)](https://connect.accrisoft.com/blog/topic/lake-county-ymca) - [Marketing Automation (3)](https://connect.accrisoft.com/blog/topic/marketing-automation) - [SEM (3)](https://connect.accrisoft.com/blog/topic/sem) - [YMCA Membership (3)](https://connect.accrisoft.com/blog/topic/ymca-membership) - [blogs (3)](https://connect.accrisoft.com/blog/topic/blogs) - [display ads (3)](https://connect.accrisoft.com/blog/topic/display-ads) - [online searches (3)](https://connect.accrisoft.com/blog/topic/online-searches) - [whitepapers (3)](https://connect.accrisoft.com/blog/topic/whitepapers) - [ysites (3)](https://connect.accrisoft.com/blog/topic/ysites) - [ysocial (3)](https://connect.accrisoft.com/blog/topic/ysocial) - [Blacklisting (2)](https://connect.accrisoft.com/blog/topic/blacklisting) - [Can I combine two Facebook pages? (2)](https://connect.accrisoft.com/blog/topic/can-i-combine-two-facebook-pages) - [Client Value (2)](https://connect.accrisoft.com/blog/topic/client-value) - [Dan Mattina (2)](https://connect.accrisoft.com/blog/topic/dan-mattina) - [Emily Rippe (2)](https://connect.accrisoft.com/blog/topic/emily-rippe) - [Gary Vaynerchuk (2)](https://connect.accrisoft.com/blog/topic/gary-vaynerchuk) - [Jordan Barhorst (2)](https://connect.accrisoft.com/blog/topic/jordan-barhorst) - [Law of Familiarity (2)](https://connect.accrisoft.com/blog/topic/law-of-familiarity) - [New Members (2)](https://connect.accrisoft.com/blog/topic/new-members) - [New Website Launch (2)](https://connect.accrisoft.com/blog/topic/new-website-launch) - [Sales Leads (2)](https://connect.accrisoft.com/blog/topic/sales-leads) - [Twitter backgrounds (2)](https://connect.accrisoft.com/blog/topic/twitter-backgrounds) - [YMCA branded colors (2)](https://connect.accrisoft.com/blog/topic/ymca-branded-colors) - [audience focus (2)](https://connect.accrisoft.com/blog/topic/audience-focus) - [bounce rate (2)](https://connect.accrisoft.com/blog/topic/bounce-rate) - [header photos (2)](https://connect.accrisoft.com/blog/topic/header-photos) - [how to claim a Google+ page (2)](https://connect.accrisoft.com/blog/topic/how-to-claim-a-google-page) - [how to merge Facebook pages (2)](https://connect.accrisoft.com/blog/topic/how-to-merge-facebook-pages) - [innovation (2)](https://connect.accrisoft.com/blog/topic/innovation) - [lifetime value (2)](https://connect.accrisoft.com/blog/topic/lifetime-value) - [new Facebook features (2)](https://connect.accrisoft.com/blog/topic/new-facebook-features) - [open rates (2)](https://connect.accrisoft.com/blog/topic/open-rates) - [problem solving (2)](https://connect.accrisoft.com/blog/topic/problem-solving) - [promoted posts (2)](https://connect.accrisoft.com/blog/topic/promoted-posts) - [responsive design (2)](https://connect.accrisoft.com/blog/topic/responsive-design) - [responsive sites (2)](https://connect.accrisoft.com/blog/topic/responsive-sites) - [scams (2)](https://connect.accrisoft.com/blog/topic/scams) - [security (2)](https://connect.accrisoft.com/blog/topic/security) - ['want' button (1)](https://connect.accrisoft.com/blog/topic/want-button) - [8 Must-Have features (1)](https://connect.accrisoft.com/blog/topic/8-must-have-features) - [Andy Baltes (1)](https://connect.accrisoft.com/blog/topic/andy-baltes) - [Bounce Management (1)](https://connect.accrisoft.com/blog/topic/bounce-management) - [Brittany Norton (1)](https://connect.accrisoft.com/blog/topic/brittany-norton) - [CitySearch (1)](https://connect.accrisoft.com/blog/topic/citysearch) - [Competition (1)](https://connect.accrisoft.com/blog/topic/competition) - [Cover images (1)](https://connect.accrisoft.com/blog/topic/cover-images) - [Donations (1)](https://connect.accrisoft.com/blog/topic/donations) - [Facebook Paper (1)](https://connect.accrisoft.com/blog/topic/facebook-paper) - [Fund Raising (1)](https://connect.accrisoft.com/blog/topic/fund-raising) - [Fusework Studios (1)](https://connect.accrisoft.com/blog/topic/fusework-studios) - [GDPR (1)](https://connect.accrisoft.com/blog/topic/gdpr) - [Garfield YMCA (1)](https://connect.accrisoft.com/blog/topic/garfield-ymca) - [Goodwill Industries (1)](https://connect.accrisoft.com/blog/topic/goodwill-industries) - [Google Analytics (1)](https://connect.accrisoft.com/blog/topic/google-analytics) - [Google Grants (1)](https://connect.accrisoft.com/blog/topic/google-grants) - [Google SERP (1)](https://connect.accrisoft.com/blog/topic/google-serp) - [Gwen Betts (1)](https://connect.accrisoft.com/blog/topic/gwen-betts) - [Gwen Betts Mitchell (1)](https://connect.accrisoft.com/blog/topic/gwen-betts-mitchell) - [Habitat For Humanity (1)](https://connect.accrisoft.com/blog/topic/habitat-for-humanity) - [Hootlet (1)](https://connect.accrisoft.com/blog/topic/hootlet) - [Hootsuite (1)](https://connect.accrisoft.com/blog/topic/hootsuite) - [Ian Hartten (1)](https://connect.accrisoft.com/blog/topic/ian-hartten) - [Inbound 13 (1)](https://connect.accrisoft.com/blog/topic/inbound-13) - [Income Based Membership Rates (1)](https://connect.accrisoft.com/blog/topic/income-based-membership-rates) - [John Eikost (1)](https://connect.accrisoft.com/blog/topic/john-eikost) - [LinkedIn (1)](https://connect.accrisoft.com/blog/topic/linkedin) - [Management (1)](https://connect.accrisoft.com/blog/topic/management) - [Mandrill (1)](https://connect.accrisoft.com/blog/topic/mandrill) - [Matt Taylor (1)](https://connect.accrisoft.com/blog/topic/matt-taylor) - [Michael Sebastian (1)](https://connect.accrisoft.com/blog/topic/michael-sebastian) - [ONline Reputation (1)](https://connect.accrisoft.com/blog/topic/online-reputation) - [Online Menu (1)](https://connect.accrisoft.com/blog/topic/online-menu) - [PPC (1)](https://connect.accrisoft.com/blog/topic/ppc) - [Paper App (1)](https://connect.accrisoft.com/blog/topic/paper-app) - [Progressive Insurance (1)](https://connect.accrisoft.com/blog/topic/progressive-insurance) - [Q&A (1)](https://connect.accrisoft.com/blog/topic/qa) - [QR codes (1)](https://connect.accrisoft.com/blog/topic/qr-codes) - [RFP (1)](https://connect.accrisoft.com/blog/topic/rfp) - [Retargeting (1)](https://connect.accrisoft.com/blog/topic/retargeting) - [Revenue (1)](https://connect.accrisoft.com/blog/topic/revenue) - [Snapchat (1)](https://connect.accrisoft.com/blog/topic/snapchat) - [Spam (1)](https://connect.accrisoft.com/blog/topic/spam) - [Spam Trap (1)](https://connect.accrisoft.com/blog/topic/spam-trap) - [Staff (1)](https://connect.accrisoft.com/blog/topic/staff) - [Statigram (1)](https://connect.accrisoft.com/blog/topic/statigram) - [Thank you (1)](https://connect.accrisoft.com/blog/topic/thank-you) - [The YMCA and JCC of Greater Toledo (1)](https://connect.accrisoft.com/blog/topic/the-ymca-and-jcc-of-greater-toledo) - [Thrive (1)](https://connect.accrisoft.com/blog/topic/thrive) - [Toledo.com (1)](https://connect.accrisoft.com/blog/topic/toledo-com) - [Trip Advisor (1)](https://connect.accrisoft.com/blog/topic/trip-advisor) - [Twitter ads (1)](https://connect.accrisoft.com/blog/topic/twitter-ads) - [UrbanSpoon (1)](https://connect.accrisoft.com/blog/topic/urbanspoon) - [WebSite proposal (1)](https://connect.accrisoft.com/blog/topic/website-proposal) - [Yahoo! Local (1)](https://connect.accrisoft.com/blog/topic/yahoo-local) - [Yelp (1)](https://connect.accrisoft.com/blog/topic/yelp) - [big brands (1)](https://connect.accrisoft.com/blog/topic/big-brands) - [consumer behavior (1)](https://connect.accrisoft.com/blog/topic/consumer-behavior) - [critical thinking (1)](https://connect.accrisoft.com/blog/topic/critical-thinking) - [frequency (1)](https://connect.accrisoft.com/blog/topic/frequency) - [hashtags (1)](https://connect.accrisoft.com/blog/topic/hashtags) - [how can social media help my YMCA (1)](https://connect.accrisoft.com/blog/topic/how-can-social-media-help-my-ymca) - [keyword search (1)](https://connect.accrisoft.com/blog/topic/keyword-search) - [membership campaigns (1)](https://connect.accrisoft.com/blog/topic/membership-campaigns) - [negative comments (1)](https://connect.accrisoft.com/blog/topic/negative-comments) - [newsfeeds (1)](https://connect.accrisoft.com/blog/topic/newsfeeds) - [pins (1)](https://connect.accrisoft.com/blog/topic/pins) - [pizza rolls (1)](https://connect.accrisoft.com/blog/topic/pizza-rolls) - [promoted pins (1)](https://connect.accrisoft.com/blog/topic/promoted-pins) - [remarkable speakers (1)](https://connect.accrisoft.com/blog/topic/remarkable-speakers) - [summer (1)](https://connect.accrisoft.com/blog/topic/summer) - [tab app (1)](https://connect.accrisoft.com/blog/topic/tab-app) - [technology (1)](https://connect.accrisoft.com/blog/topic/technology) - [trending (1)](https://connect.accrisoft.com/blog/topic/trending) - [tv advertising (1)](https://connect.accrisoft.com/blog/topic/tv-advertising) - [unconventional thinking (1)](https://connect.accrisoft.com/blog/topic/unconventional-thinking) [See All](https://connect.accrisoft.com/blog/bid/186042/Create-A-Winning-Inbound-Brand#) #### Web Services [Web Design & Development](http://www.thriveim.com/services/web-design-development/) [Digital Marketing](http://www.thriveim.com/services/digital-marketing/) [eCommerce Software](http://www.thriveim.com/services/e-commerce-websites-via-shopsite/) [YMCA ySites](http://www.thriveim.com/ysites/ythrive/) #### ySites [Email Marketing](http://www.thriveim.com/services/email-marketing/) [Social Media Management](http://www.thriveim.com/services/facebook-advertising-packages/) [Google Marketing](http://www.thriveim.com/services/google-marketing-packages/) [Mobile Texting](http://www.thriveim.com/services/text-message-marketing/) #### Quick Links [Portfolio](http://www.thriveim.com/index.php?src=directory&view=Portfolio_Flourish) [Our Services](http://www.thriveim.com/services-landing/our-services/) [Blog](https://connect.thriveim.com/blog) [Our Team](http://www.thriveim.com/index.php?src=directory&view=Staff) #### Get In Touch [Contact Us](http://www.thriveim.com/forms/contact-us-general-contact/) [Request A Quote](http://www.thriveim.com/contact-us/request-a-quote/) [Customer Support](http://www.thriveim.com/forms/contact-us-support/) [Careers](http://www.thriveim.com/forms/contact-us-employment/) --- #### Thrive Internet Marketing 3250 Levis Commons Blvd. Perrysburg, OH 43551 #### Phone (419) 776-7000 #### Contact [Contact Us](http://www.thriveim.com/forms/contact-us-general-contact/) --- © 2015 Thrive Internet Marketing, All Rights Reserved.