Definition: BrandCompelling alignment of the visual,narrative and experiential aspects of whatyou do and why you do it.
The Team Read BrandWe believe all kids deserve to be great readers. Approachable, dependable, outspoken.
Case Study:Komen/Planned Parenthood Komen Planned ParenthoodAnnouncement: Silence MediaNo more interviewsfunding for PPFeb 1: SM Silence Mediafrenzy begins Interviews/ Active on FB & TwitterFeb 2: Frenzy Scripted Video Mediacontinues Interviews/SM/ Grassroots energizedFeb 4: Reversal Formal Formalof decision statement statement + SM
HOW: The 3 M’s• Message (What’s your message?)• Mechanism (How can you most effectively deliver it to your target audience?)• Measurement (How will you know if your message and mechanisms are working?)
Taglines & Elevator Pitches Tagline is read. Elevator pitch is said.
American Cancer Society.The Official Sponsor of Birthdays.
Lean in Line (aka Elevator Pitch)• Door opener, not deal closer• Generic + target audience = tailored• Got to be able to say it with conviction over and over again.
Benevolent: Messaging“Benevolent fosters individual giving to meetindividual needs - connecting people who facehurdles along their paths to stability and successwith people who want to help.”
Benevolent: MessagingTagline: Where giving fosters success.Written: We connect people who face hurdleswith people who want to help.Spoken: We run a website that connects peoplewho face hurdles with people who want to help.
Top 5 Words to Avoid1. Provide2. Just3. Trying4. Self-sufficiency5. Thriving communities
Measuring Success– 3E: Outcomes: the change you want to see • Paint a picture of the change you want to see and make it SMART– 1E: Outputs: emails sent, blogs posted, articles published, etc. – things you control • Measure early and often