MAKING A PLAN FOR...EXTERNAL COMMUNICATION Objective: To develop the branding and communication strategy 1. 2. 3. 4. By identifying By specifying By shaping an By taking your audience your product attractive brand action TMYour Working Title: _____________________________________________Hannes Ley: The Story of Change, Day 1Ruta N Innovation Management Program, Medellín, April 2013
IDENTIFYING YOUR AUDIENCEPERSONA Demographics How old is she/he? Find and show a Where does he/she live? (urban, rural, country, etc.) typical image representing your What is his/her family situation? target group! Anything else? Attitudes/Behavior What is his/her belief system? What’s most important in his/her life?Name/TitleFirst + family name What hobbies, topics, news, etc. is he/she interested in?Job Title What kind of (work) lifestyle does he/she cultivate?Job Education What media channels/ content does he/she consume?Yearly income Relationship with your productAnything else? Why would this person be interested in your product? Anything else?
IDENTIFYING YOUR AUDIENCEA DAY IN THE LIFE OF _________TIMELINE 7-9 AM 9 - 12 AM 12 - 14 PM 14-19 PM 19- 21 PM 21- 12 PMWhat is he/ 7-9 AM 9 - 12 AM 12 - 14 PM 14-19 PM 19- 21 PM 21- 12 PMshe doing?What media is he/she using? In whatcontext does 7-9 AM 9 - 12 AM 12 - 14 PM 14-19 PM 19- 21 PM 21- 12 PM he/she use it? How could he/ she come intouch with your product / advertising?
SPECIFYING YOUR PRODUCTPOSITIONING + USP Please deﬁne your product (material, story, features, beneﬁts: Please deﬁne the product’s USP (Unique Selling Proposition): Positioning Statement (Who does what for whom?): Describe your product in a tweet (140 spaces!): Find adequate labels for the axes and place yourproduct and its competitive environment within the matrix
SHAPING YOUR BRANDA BRAND’S COMPONENTS TM Brand Promise Brand Values Brand Essence / Core IdeaExample: xy gives you safety! Example: social, caring, polite, present Reason to BelieveReason to Believe Name, Logo, Look & Feel (Consumer Perspective) Example: xy is here, when you need them.Example: I feel safe, because I can rely on xy.
TAKING ACTIONFIRST MARKETING MEASURES TM AWARENESS INVOLVEMENT CONSIDERATION PURCHASE LOYALTY ADVOCACYWhat story are you How will you get your How will you make How will you make How will you make How will you make going to tell? audience involved? them consider them buy? them buy again? them talk about you? buying?Where are you going Where are you going Where will you make Where will you sell? Where will you make Where will you make to tell it? to involve them? them consider them buy again? the talk about you?