This document discusses branding and establishing a unique selling proposition (USP). It emphasizes that a brand is more than just a logo and includes various elements like name, mission, products, personnel, and positioning. A USP is described as the singular characteristic that sets a brand apart from competitors and motivates consumer choice. Common forms of USPs include functional, symbolic, and stimulating appeals. Questions are provided to help identify a company's USP and ensure all brand elements consistently reflect and promote the USP.

21. WHAT IS A BRAND?
more than a logo...

22. logo
WHAT MAKES
A BRAND?
name
mission
products
personnel
packaging
visual style
advertising
market positioning
and the list goes on...

23. WHAT IS OUR BRAND
TELLING THE WORLD
ABOUT US?

24. WHAT SHOULD OUR BRAND
BE TELLING THE WORLD
ABOUT US?

25. USP
unique selling proposition
(positioning)

26. WHAT IS USP?
the singular characteristic
that sets your brand apart
from the competition.
in short, why the audience
wants to choose you.

27. COMMON FORMS OF USP
FUNCTION
providing solutions or benefits
convenience, time-saving, long-lasting, high-quality
SYMBOLISM
the meaning behind the brand
hand-made, family owned, socially conscious, recognizable
STIMULATION
aesthetic, sensory or cognitive appeal
thought provoking, well-designed, welcoming, engaging

28. QUESTION ONE:
WHY WOULD A CONSUMER
CHOOSE US
OVER OUR COMPETITION?

29. QUESTION TWO:
WHAT MOTIVATES
CONSUMER
ACTIVATION?

30. QUESTION THREE:
HOW DO OUR
PEOPLE
SEE OUR BRAND?
ARE THEY
PROUD?

31. QUESTION FOUR:
WHAT ARE OUR COMPETITORS’
WEAKNESSES?
WHAT ARE THEY DOING
BETTER?

32. QUESTION FIVE:
WHAT LIES AT THE
HEART
OF OUR BRAND?

33. PUTTING USP INTO ACTION
POSITIONING STATEMENT
make one. use it... consistently.
every aspect of your brand should reflect your USP.
RE-EVALUATE OFTEN
change is key. complacency kills.
make it a part of your six-month plan
to revisit your positioning, especially if
your target audience, leadership,
or competition has changed.

52. problems: established.
USP: defined.
channels: navigated.
redesign: executed.
WHAT’S
NEXT?

53. AVOIDING THE
VICIOUS
CYCLE

54. REMEMBER:
WHAT YOU DID BEFORE
BROUGHT
YOU HERE.
DON’T RETRACE YOUR STEPS.

55. be sure to keep track of your
METRICS
media hits
foot traffic
sales figures
new customers
website analytics
social media score

56. sure, you have a
limited budget...
but can you afford to
MAKE MISTAKES?

57. RESOURCE MGMT.
on the creative side...
who can you rely on to be
as EXCITED and KNOWLEDGABLE
about your brand as you are?
know when to
BRING IN THE RIGHT EXPERTS.

58. always test a new partnership
BEFORE you negotiate a
long-term campaign.
make sure your resources understand
your VISION and CULTURE...
and have the EXPERTISE
to deliver a quality product
every single time.

59. the culmination
of your efforts...
your new
MARKETING
PLAN

60. a marketing plan in a
NUTSHELL
new collateral needs
ad creative & buys
web presence
social media strategy
event planning
community engagement
and a REALISTIC TIMELINE & BUDGET
for all of the above.

61. THINK IN TERMS OF
1 • 3 • 6 • 12
MONTHS
DON’T BE AFRAID TO
THINK BIG
DO MAKE SURE TO
BE REASONABLE