Brand Strategy Workshop for Optimal You

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I helped this group of mental health professionals turn their new business into a brand. I created the logo, stationery, and developed their website. This presentation was used as a discussion tool during a brand management workshop that I held with the principals of the business.

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Brand Strategy Workshop for Optimal You

  1. 1. optimal
  2. 2. building brand equity
  3. 3. you
  4. 4. brand equity What is it? Firm level - a nancial asset Product level - price difference Consumer level - awareness and association optimal
  5. 5. building positiveexperiences withthe brand a clear and unwavering message manage customer expectations make folks feel smart optimal
  6. 6. a brand’s message brand voice - content & how you communicate - delivery optimal
  7. 7. activity!
  8. 8. what is the optimal you brand voice?• what is the mission of optimal you?• does the tone of voice adapt to different audiences?• Let’s hear your best elevator pitch!
  9. 9. delivering a clearbrand message once you have your message, build a communication system & stick to it don’t go mucking about, consistency is a brand’s best friend. optimal
  10. 10. design systems built for an individual brand based off of sound understanding of design principles and execution as well as a deep knowledge of the brand itself optimal
  11. 11. images and awesome commentary at:http://www.underconsideration.com/brandnew/archives/this_is_not_your_moms_girl_scouts.php
  12. 12. The first smart move by OCD was to not mess with a Saul Bass logo, the second was to try to technically improve it.
  13. 13. building positiveexperiences withthe brand a clear and unwavering message manage customer expectations make folks feel smart optimal
  14. 14. “ask yourself why Southwest regularlytops airline satisfaction surveys overcompetitors who offer more dynamiclevels of service. It has managedexpectations and aligned them withservice aspects that its customer base nds most valuable, which translates tosatisfaction -- and often to advocacy.” - Ravi Sawhney
  15. 15. activity!
  16. 16. what are your clients’ expectations?• how can we set those expectations?• how can you surpass them?
  17. 17. building positiveexperiences withthe brand a clear and unwavering message manage customer expectations make folks feel smart optimal
  18. 18. activity!
  19. 19. how can we make your clients feel smart for using your service?• think of every piece of the service• imagine particular clients at different points in the service
  20. 20. brand equity create real equity in your company by abiding to these guidelines: a clear and unwavering message manage customer expectations make folks feel smart optimal
  21. 21. optimal
  22. 22. appendix
  23. 23. progression of work
  24. 24. optimal you 8114 E Cactus Rd #240 Scottsdale AZ 85260 www.optimalyou.com p 480 427 3550 f 480 427 3551 Gayle Cordes LPC, LISAC 480 296 2050 optimal p f 480 427 3551 gayle@optimalyou.com www.optimalyou.com 8114 E Cactus Rd #240 Scottsdale AZ 85260
  25. 25. website
  26. 26. http://www.joeycordes.com/optimalyou.html
  27. 27. website you a digital medium that represents your brand as a whole while showcasing you as individuals optimal
  28. 28. website goals ensure all of your needs are met by the site and its structure incorporate brand voice, customer expectations, and making people feel smarter optimal
  29. 29. activity!
  30. 30. what are the musts, coulds, and should-do’s for your website?• who is the primary audience?• what are the users’ goals?

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