The document provides a comprehensive overview of branding, positioning, and corporate identity, emphasizing the importance of a clear brand promise and visual identity. It discusses challenges organizations face in maintaining relevance and attracting members, alongside offering strategies for branding enhancement. Examples of brand evolution are presented to illustrate successful updates in messaging and visual identity.

1. 1
Jeannette Paladino, Write Speak Sell | http://writespeaksell.com
Carol Smith, Creative Source | http://creativesourceinc.com/

2. Agenda
• Discussion of branding,
positioning and corporate identity
• Your challenges
• Examples of companies that
updated their brands
• Share your association’s brand and
critique
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3. A Common Vocabulary
• What is a Brand?
• What is Positioning?
• What is Corporate Identity?
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4. A Common Vocabulary
• Brand: What you want to be known
for
• Positioning: How your targets
perceive you
• Corporate Identity: The visual
expression of your brand in your logo,
tag line and promotional materials
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5. Branding Credentials
• Technical expertise
• Accrediting organization
• Distinct services
• Geographic reach
• Stature – members, staff, etc.
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6. A Brand Must:
• Be simple and easy to understand
• Promise a benefit
• Distinguish you from the
competition
• Answer question “What’s in it for
me?”
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7. Getting the Answers:
• Is my association still relevant?
 Competitive analysis:
Research competitor
associations; Survey
members
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8. Getting the Answers:
• Are we retaining members and
attracting new ones? If not, why
not?
 Is it a lack of communication?
 Outdated programming?
 Lack of resources?
 Unresponsiveness?
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9. Getting the Answers:
• Do our members understand
and buy into our brand
promise?
 Start dialogue with members,
formal and informal research;
what are their needs?
 Develop key messages
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10. Getting the Answers:
• Does our visual brand create
excitement and interest?
 Does our brand represent who
we are now or who we were?
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11. Examples
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“Before” and “After”
Taglines of Major Brands
Courtesy Hubspot

12. New Taglines
• Before: “Denny’s “A Good Place to
Sit and Eat”
• After:
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Courtesy HubSpot

13. New Taglines
• Before: “Relax, it’s FedEx”
• After:
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Courtesy HubSpot

14. New Taglines
• Before: “Drive One”
• After: “Go Further”
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Courtesy HubSpot

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New Taglines
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Before After

16. Your Challenge:
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What is Your Brand
Promise Today?

17. Refreshing Your Brand
• Define brand promise
• Develop key messages
• Work with designer to embed
brand promise and key
messages in visual identity
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19. Corporate Identity
What are the unique characteristics of the company?
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20. Corporate Identity
What is the “essence” or “personality” of the company?
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21. Association Branding
Before
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After

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How Would You Define Your Brand?

23. Thank You
Jeannette Paladino is a business writer, blogger, and project
manager helping organizations to build brand awareness to increase
revenues, and engage employees as brand advocates on social social
media. Previously a senior corporate communications executive. Her
company is Write Speak Sell. jpaladino@writespeaksell.com
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Carol Smith, founder of Creative Source, creates visual branding
and marketing campaigns for hospitals, colleges and financial
companies. Her designs embed the essence of a company’s
brand in a recognizable, compelling corporate identity for both
printed materials and online communication.
csmith@creativesource.com
© Write Speak Sell + Creative Source