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Brand Identity and
Messaging Workshop
Feb 18, 2015
United Way Ground Floor Program
Introduction
 About Me & My Journey –
Brand & Communications is
A Key Thread
 Journalism – Newsline
 Communications & P...
Our Objective
 A Simple Objective
 Build Your Brand
 Explore Brand Identity via Positioning
 Understand Framework For ...
Potato, Potaato, Tomato, Tomaato!
Brand
Identity
Brand
Messaging=
Brand Identity - One Leg
 Who’s Creative?
 Who’s Scientific?
 Who’s Able to Be Both?
Brand
Positioning
Messaging
Brand Positioning
For (target audience), (brand
name) is the (frame of reference)
that delivers (benefit/point of
differen...
Understanding Target
Audience
 For Vitamin Water, health conscious women, not
people who like to drink water
 For Tiffan...
Frame of Reference: Tricky &
Necessary
 To health conscious women, Vitamin Water is the on-
the-go beverage
 To luxury s...
Benefit/Point of Difference
 To health conscious women, Vitamin Water is the on-
the-go beverage that naturally refreshes...
Reason to Believe (Proof)
 To health conscious women, Vitamin Water is the on-
the-go beverage that naturally refreshes w...
Position Before Brand Identity ..
 Once you have a positioning, you can think about how to
embody that in an identity
 T...
Brand Identity/Personality
 Birds of a feather flock together, Identify Your Flock
 1st Marketing
Hack!
Let’s Play With Identity
Volunteers?
Checklist
 Test of Pithy
 Test of Visual – not just words
 Test of Real – A real person, a real “type”
 Test of Voice ...
Messaging – The Other Leg
 Who’s Analytical & Data Driven?
 Who’s Experimental & Creative?
 Who’s Able to Be Both?
Iden...
Messaging Love – Key Step
 “More than words”
 Look for and bring together pictures, colors, sounds and other
signals tha...
Messaging Hack 1: Relearn Your Brand
 Go out and talk to five customers about your brand.
 Do not sell them, or try to p...
Part 2: Go Test It
 Don’t change your Web site, start a project or build
a big budget campaign
 Do a simple landing page...
Messaging Hack 2: Think Again
 The Person You are Speaking To May Not the
Person You Seek to Serve:
 Who are you selling...
Messaging Hack 3: Dispel 3
Marketing Myths
 Myth 1: Marketing is for “creative” people
 Brand marketing is a science tha...
Final Hack: Marketing In Digital Age
 Old way: Ideate, gather, build, refine, launch
 New way: Ideate, build, launch, ga...
Thank you!
Homework:
1. Build a positioning with your team
2. Develop identity
3. Try a test messaging campaign
Good luck!
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United Way Ground Floor Marketing Workshop: Brand Positioning for Social Enterprises

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A 2.5 hour workshop given in Spring 2014 to the social enterprise startups & their leader entrepreneurs funded by the United Way Ground Floor program in Dallas.

The workshop helped them to demystify marketing science and measurably impact their brand messaging.

Published in: Marketing
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United Way Ground Floor Marketing Workshop: Brand Positioning for Social Enterprises

  1. 1. Brand Identity and Messaging Workshop Feb 18, 2015 United Way Ground Floor Program
  2. 2. Introduction  About Me & My Journey – Brand & Communications is A Key Thread  Journalism – Newsline  Communications & PR – Quaker Oats & Pepsi Cola  Brand Management - PepsiCo  Startup CEO - ALUMRISE  CMO - MBO Partners  Full Circle: Startup CEO @Guidrr Twitter: @aassiaharoonhaq LI: www.linkedin.com/aassiaha q
  3. 3. Our Objective  A Simple Objective  Build Your Brand  Explore Brand Identity via Positioning  Understand Framework For Brand Messaging  A Bigger Objective  Demystify the steps  Discuss the ideal and practical process  Marketing Hacks:  Where to spend your time and where not to
  4. 4. Potato, Potaato, Tomato, Tomaato! Brand Identity Brand Messaging=
  5. 5. Brand Identity - One Leg  Who’s Creative?  Who’s Scientific?  Who’s Able to Be Both? Brand Positioning Messaging
  6. 6. Brand Positioning For (target audience), (brand name) is the (frame of reference) that delivers (benefit/point of difference) because only (brand name) is (reason to believe).
  7. 7. Understanding Target Audience  For Vitamin Water, health conscious women, not people who like to drink water  For Tiffany, luxury seeking consumers, not jewelry buyers  For __________, YOUR BRANDS Tip: Narrow - not broaden – your target audience
  8. 8. Frame of Reference: Tricky & Necessary  To health conscious women, Vitamin Water is the on- the-go beverage  To luxury seeking consumers, Tiffany is the luxury accessories brand .. Tip: Frame of Reference is What You Are Not What You Want To Be
  9. 9. Benefit/Point of Difference  To health conscious women, Vitamin Water is the on- the-go beverage that naturally refreshes without calories  To luxury seeking consumers, Tiffany is the accessories brand that are designed to signal luxury Tip: Benefit/POD takes time to develop + must be proveable!
  10. 10. Reason to Believe (Proof)  To health conscious women, Vitamin Water is the on- the-go beverage that naturally refreshes without calories because only Vitamin Water combines zero calories, a naturally squeezed fruit flavors and no artificial sweeteners.  To luxury seeking consumers, Tiffany is the accessories brand that designed to signal luxury because only Tiffany’s iconic crafted creations make it possible to look luxurious everyday. Tip: RTB is how you deliver the benefit – proof!
  11. 11. Position Before Brand Identity ..  Once you have a positioning, you can think about how to embody that in an identity  Think of it like a persona, a tribe among which your customer or consumer moves  What does your brand stand for?  Don’t make this up – keep in mind target audience, and your claims about benefits and differentiation  Remember: A Brand positioning statement is NOT brand messaging – it’s internal, something you protect and guard and use as a gauge  Unilever and the Brand Key  Team Alignment Tool  Religion
  12. 12. Brand Identity/Personality  Birds of a feather flock together, Identify Your Flock  1st Marketing Hack!
  13. 13. Let’s Play With Identity Volunteers?
  14. 14. Checklist  Test of Pithy  Test of Visual – not just words  Test of Real – A real person, a real “type”  Test of Voice – Can you imagine how you could deliver this? Whose voice (hint: may not be yours)?  Test – Brands Like Me: Who Else speaks your voice, looks and acts like you need to? They may provide clues for your brand (but don’t copy!) NOW - You’re finally ready to build brand messaging …
  15. 15. Messaging – The Other Leg  Who’s Analytical & Data Driven?  Who’s Experimental & Creative?  Who’s Able to Be Both? Identity Messaging
  16. 16. Messaging Love – Key Step  “More than words”  Look for and bring together pictures, colors, sounds and other signals that speak to your flock  Circle key words that they use – not words you use  “Then you wouldn’t have to say that you love me ..”  In building messaging, speak only to them – as opposed to speaking to the whole world  “Because I’d already know”  Even on your Website, narrow down your home page and key pages to speak to your target, using their words, their voice, their sounds and their preferred terms – it’s as if by speaking to them, you are also speaking FOR them
  17. 17. Messaging Hack 1: Relearn Your Brand  Go out and talk to five customers about your brand.  Do not sell them, or try to persuade them  Simply listen  Please take their photos,  Please ask permission to use what they say (good, bad, ugly).  Write down what you have learned about your brand  Use this to develop a visual story about your flock – your birds of a feather. Can you bring them to life for a marketing partner?
  18. 18. Part 2: Go Test It  Don’t change your Web site, start a project or build a big budget campaign  Do a simple landing page test and make sure your brand is speaking to your audience  Send it to those 5 people by the way!  Write down what you have learned  Choose the words or images that seemd to resonate  Don’t judge them, seek to understand them
  19. 19. Messaging Hack 2: Think Again  The Person You are Speaking To May Not the Person You Seek to Serve:  Who are you selling to?  Target audience is not necessarily the end-user of your product e.g. a software for schools should be sold to school purchaser, and not to parent  Trick question: Who does Pepsi sell to?  So -- How does this insight change your marketing messaging?  Does it make it easier or harder?
  20. 20. Messaging Hack 3: Dispel 3 Marketing Myths  Myth 1: Marketing is for “creative” people  Brand marketing is a science that uses data, reasoning, intuition – and creativity but creativity is not about colors, fonts, designs – it’s about insights and decisions  Myth 2: Marketing is about design and graphics  Assure that if you work with someone on marketing, they are trained to work with the process, not just share ides about design, color, advertising & fonts! Those decisions come after the main marketing decisions are made – and shojuld be overseen by someone who speaks for the brand  Myth 3: Marketing is something anyone can do  You gave birth to a child, raised it, send it to school. So who cares what happens to the child later? Think about your brand like your child. Make sure you brand has caretakers – who listen & understand your brand – not tell you what to do. Who’s your internal brand shephard? Do you trust them? Do they like your customer? Do YOU like your customer?
  21. 21. Final Hack: Marketing In Digital Age  Old way: Ideate, gather, build, refine, launch  New way: Ideate, build, launch, gather, refine, relaunch You have permission to change message – but not to change core brand positioning or identity
  22. 22. Thank you! Homework: 1. Build a positioning with your team 2. Develop identity 3. Try a test messaging campaign Good luck!

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