Smart strategy and community growth with brand development - Pure & Applied
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Build an authentic brand for your EdTech company.
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Smart strategy and community growth with brand development - Pure & Applied
- 1. Co-Creating the Future of Learning Smart strategy & community growth with brand development.
- 3. Is your brand working for your company?
- 4. Pure & Applied Your brand is what makes you you. Your brand is your company identity
- 5. Pure & Applied AUTHENTIC 5 COMPELLING MEMORABLE Strive for a magnetic brand and you will attract steadfast supporters.
- 6. Components of your brand Mission Vision Purpose Audience Core Values Internal External Logo Color Palette Typography Storytelling Imagery Voice
- 7. Pure & Applied 7 Brand impact A strong brand enables leadership to make clear, consistent, and effective strategic decisions
- 8. Pure & Applied Impact on Company SUSTAINABLE PARTNERSHIPS Brand impact CUSTOMER ENGAGEMENT & TRUST TALENT RECRUITMENT MORALE & RETENTION Brand impact A strong brand enables leadership to make clear, consistent, and effective strategic decisions 8
- 9. Where brand meets strategy POSITIONING PRODUCT & SERVICE CULTURE With an authentic brand in place, you can engage in more holistic high- level strategy, which leads to day-to-day tactics. Your brand connects everything you do: your marketing strategy, your approach to sales, your product, your customer experience, and your company culture. Inbound & Outbound Marketing Design & visual identity Content strategy ↳ Marketing website ↳ Social media ↳ Articles & case studies ↳ Advertising ↳ Webinars Email Conferences Sales Material Product demonstrations Sales presentations & collateral Team Capabilities Collaboration Creativity Sense of purpose Company goals Policies Employee growth opportunities 9 UI/UX Interface design Usability Functionality Use cases Service design Sales approach and process Implementation process Customer success ↳ Training and professional ↳ Development resources ↳ Support channels
- 10. We can help you build a compelling brand that elevates your entire company – strategy, relationships, team. Connect with us. www.pureandapplied.group hello@pureandapplied.group
Editor's Notes
- We are the founding partners of Pure & Applied. We are a strategic consulting company with an acute understanding of education, schooling, the EdTech market, and building businesses. More important than our expertise, we believe, is our approach and methods to solving problems. See our Services page to find out more about our approach and methods. We have built EdTech companies from the ground up, coached startups from idea to go-to-market, worked in innovation centres and accelerators, we have successfully supported startups in fundraising, we have built brands, sales and marketing strategies, elevated team capacity, and co-created end-to-end service designs. See our Case Studies page to find our more about the impact we have with our clients. (Notice the brand work conducted for Parlay Ideas.) See our Team page to learn more about us and our collaborators (we don’t work alone). Feel free to ask for references.
- A brand is a foundational business tool that supports leaders across roles in being able to strategize in consistent, compelling and effective ways. Your brand is working for you when every strategy and decision works to reinforce the value you are creating, communicating and delivering to your customers.
- Your brand is how your company is perceived, felt and experienced by all your stakeholders. It can attract or it can repel.
- So, what makes a brand magnetic? It has to be authentic. Meaning that your brand represents the true views and values of your company and community of stakeholders. It’s honest, and ideally, it’s bold. It has to be compelling. Meaning that it speaks the right language to the right audience. And it has to be memorable. Meaning that it leaves a mark on all those who interact with it. Want to know more about building an authentic EdTech brand? Learn More.
- A brand is made up of internal and external facing elements. Together, these elements shape the way your company communicates, designs customer and user experiences and creates corporate culture. When authentically communicated, this identity is what attracts today’s corporate stakeholders (customers, influencers, employees, partners, investors etc.). So, a brand is not only key to great marketing, it’s key to building a resilient organization and community. Developing the internal aspects of your brand is always our recommended first step.
- Your brand identity is a guide for all strategic decision making.
- Understanding how you can leverage your brand to see the impact on your KPIs is the next step. It’s a simple formula: build an authentic brand and then consistently make decisions that are aligned with it. When you know yourself as an organization you can market to your audience values-first. This allows you to position your company effectively, enabling your stakeholders to “get behind you”, engage with you and trust you. An authentic brand serves to attract partners that are aligned with your values. Aligned partnerships are more successful and more sustainable. A brand that is honest, communicating clearly on the outside what it is on the inside serves to attract people that can take your organization to the next level. This applies to employees and generating more qualified leads. Employees are engaged and committed because they share your goals – they are motivated and are rarely surprised by leadership’s decisions. Buy-in is easier to get when change is made and communicated in line with a brand’s story.
- Your company brand has a major impact on all areas of your business. It’s the foundation that can build a seamless and holistic end-to-end customer and user experience – from awareness to renewal. Positioning From your company’s look and feel to your value propositions, unique differentiators, and the full fledged content strategy. Brand is all about communication. Make what and how you communicate resonate with and reach your audience to build stakeholder engagement and trust. Product and Service Once someone knows about you (awareness) the transition to trying your product and interacting with your organization should be consistent with their impressions. It should build upon and reinforce the value they initially perceived. Culture How and who you hire, how your employees and teams work together, achieve goals, bolster morale, etc.
- We co-create brands with teams, leveraging all of the knowledge, experience, and insights you have and bring it to the surface. As an objective party with experience, expertise and style, we listen carefully to help you refine the brand you have in place and become more strategic about how you use it at each stage of your funnel. Pure & Applied Group