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Brand Positioning And Key Messages
Brand Positioning And Key Messages
Brand Positioning And Key Messages
Brand Positioning And Key Messages
Brand Positioning And Key Messages
Brand Positioning And Key Messages
Brand Positioning And Key Messages
Brand Positioning And Key Messages
Brand Positioning And Key Messages
Brand Positioning And Key Messages
Brand Positioning And Key Messages
Brand Positioning And Key Messages
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Brand Positioning And Key Messages

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Brand Positioning And Key Messages

Brand Positioning And Key Messages

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  • Transcript

    • 1. Brand Positioning and Key Messages: Findings Presentation March 9, 2008 Prepared for:
    • 2. Agenda
      • Introductions
      • Timeline
      • Branding Overview
      • Non-Profit Brand Audit
      • Discovery Results
      • Recommendations
      • Open Discussion
      • Next Steps
      06/07/09
    • 3. In a word … Strategic Passionate Intensive Just do it. embracing
    • 4. Brand Personality
      • Based on discovery interview findings and brand statement, Taproot created 4 brand personality options from which to choose
      • A brand personality serves as the tone and manner for communicating your message to all stakeholders
    • 5. Fireman
      • Personality
      • Specialized services
      • Intensive
      • Longer-term work
      • Why they care
      • Not like “beat cop” who deals with day-to-day problems
      • Approaches a problem strategically
      • Intensively evaluates a problem
      • Develops and executes plan
    • 6. Nurturing Mother
      • Personality
      • Loving
      • Cares about you and wants to see you succeed
      • Makes you feel good about your involvement
      • Organizing behind the scenes
      • Resourceful
      • Congenial
      • Wants everyone’s experience to make them feel special
      • Why she cares
      • Her job is to make sure everyone has a good, positive experience
      • She believes in the mission of TBC
      • She likes her neighbors, and cares about their experiences
      • She doesn’t want people to leave
    • 7. Good Samaritan
      • Personality
      • Creative yet sensible
      • Plans, designs, knows where to place things
      • Why he cares
      • Wants the area around them to beautiful with solid foundations
      • Wants to make environment work efficiently so residents know where to go and how to get there
    • 8. Optional: The Bull
      • Personality
      • Firebrand preacher
      • Activist
      • Opinionated and judgmental
      • Not afraid to offend people; doesn’t sugar-coat
      • Passionate
      • Evangelical
      • Won’t let you escape until you hear his point
      • Takes a stand for what he believes in
      • Why he cares
      • Go-getter
      • Deeply cares about the neighborhood
      • Wants to see it succeed
      • He doesn’t take “no” for an answer
    • 9. Personality Implications 06/07/09 “ Fireman” “ Nurturing Mother” “ Good Samaritan”
      • Saving lives
      • Sense of urgency
      • Whatever it takes attitude
      • “ Bringing hope for a better tomorrow.”
      • Loving
      • Care and empathy
      • Nurturing
      • “ Love is our middle name.”
      • Approachability
      • Resources
      • Assists and builds alongside
      • “ Lending a hand to those in demand.”
    • 10. Key Message Targets
      • Key Messages
        • Internal Usage
        • External Usage
        • Donors
    • 11. Next Steps 06/07/09 Milestone Owner Date Select brand positioning TBC Refine positioning as needed and craft key messages Taproot Present revised brand strategy to TBC Taproot Present key messages Taproot Present/train Board on brand strategy and key messages Taproot Deliver closing, process evaluation Taproot/TBC
    • 12. Appendix: Program Offering Grid 06/07/09 Global Focus Local Focus Multi Offerings Single Offerings

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