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Brand Foundation: Identity & Messaging

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The ground work that must be done before you invest in any marketing collateral, whether it be logo, advertisement, content strategy, media kit or any other marketing tool - print or digital.

Published in: Marketing
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Brand Foundation: Identity & Messaging

  1. 1. Brand Foundation: Position & Messaging @dawnnwb | dawnweathersbee@gmail.com
  2. 2. © Dawn Weathersbee 2017 ABOUT ME English Teacher: Upper Middle At-Risk
  3. 3. © Dawn Weathersbee 2017 ABOUT MEFundraiser: Under $5K Digital Marketing In-House Graphics
  4. 4. © Dawn Weathersbee 2017 ABOUT ME Content Strategist: Copy Graphics Platform
  5. 5. © Dawn Weathersbee 2017 What’s Today About? Branding Messaging Positioning
  6. 6. © Dawn Weathersbee 2017 BRAND POSITION YOU YOUR TARGET YOUR COMPETITION
  7. 7. © Dawn Weathersbee 2017 YOU YOUR TARGET YOUR COMPETITION QUESTIONS to get you there Who are you? What do you want to say? Who do they think you are? What do they want to hear? Who do they say they are? What do they say to your markets?
  8. 8. © Dawn Weathersbee 2017 YOU YOUR TARGET YOUR COMPETITION QUESTIONS to get you there Who are you? What do you want to say? Who do they think you are? What do they want to hear? Who do they say they are? What do they say to your markets? MARKET RESEARCH
  9. 9. © Dawn Weathersbee 2017 YOU YOUR TARGET YOUR COMPETITION METHODS to get those answers Your brand’s visual identity Your brand’s personality Your brand’s messaging Conduct Interviews Examine their digital presence Read existing studies Give them an archetype Examine their digital presence
  10. 10. © Dawn Weathersbee 2017 WHO ARE YOU? Word Association: Don’t Think Choose One Side Two Minutes
  11. 11. © Dawn Weathersbee 2017 DIG DEEP Market Interviews: Why did you choose? Tell me more about... Why do you believe...? 20 minutes
  12. 12. © Dawn Weathersbee 2017 DRAW CONCLUSIONSAnswer Questions 1-4 About Your Partner’s Brand 5 minutes
  13. 13. © Dawn Weathersbee 2017 SHARE INSIGHTS Share your insights. Discuss.
  14. 14. Thanks for Participating! @dawnnwb | dawnweathersbee@gmail.com

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