This document provides guidance on developing a business strategy plan for authors considering publishing a book or eBook. It outlines key areas for the plan to address, such as the target audience, competition, marketing strategies, pricing considerations, production timelines and promotional activities. Developing a thorough business strategy plan is presented as important for treating writing as a business and guiding authors from initial planning through publication and promotion in order to build a successful writing career.
Here is a chance to create a "big idea" for your brand, which that big idea is then used through the organization. It would help frame the long range Brand Strategic Road Map, helping to frame the brand promise, strategy, story, freshness and experience behind the brand. That big idea also gets used to tell the brand's story, both internally through vision, values and behaviours, and externally by creating a brand position in the minds/hearts of consumers through mass communication, logos/packaging and the inshore experience.
Philadelphia Fashion Incubator Presentation May 2018David Hitt
This document discusses branding and marketing strategies for a plain white t-shirt. It explains how perceived value is more important than real value in determining a product's worth. Brand positioning, messaging, awareness, reputation and evolution over time are key factors that influence perceived value. While a plain white t-shirt may have little intrinsic value, branding can increase its perceived value through nostalgia, quality perception and the cachet of the designer label. The document provides numerous examples and tips for how even a simple product can be effectively marketed through strong branding.
This document provides an overview of marketing strategies for authors. It discusses case studies of authors who failed to properly market their books, highlighting the importance of marketing. The document then outlines the six key steps in an author's marketing plan: 1) defining the book, audience and milestones, 2) building an online platform, 3) understanding distribution, 4) public relations and publicity strategies, 5) monetizing the book, and 6) structuring a long-term marketing plan. Authors are encouraged to develop comprehensive marketing strategies that will support book sales over an extended period.
An interactive presentation put together for an Aim Higher Expert Session delivered at Doncaster Business School to students and lecturers and then to a contingent of visitng Chinese Lecturers by popular demand! It started with a quiz, then the colours represented brands, the ipods had hyperlinks to sound clips that also represent brands and links to marketing communications that try to engage emotionally... some of the text has gone a bit awry in the conversion, sorry!
Branding in the 21st century faces new challenges due to fast-paced technology, hypercompetition, and overwhelmed customers. Traditional branding using one-way communication is outdated, and new techniques are needed using mobile, social media, and addressing sustainability. Effective branding now requires understanding customer needs, differentiating the brand, and communicating a consistent promise to build loyalty through emotional connections rather than just selling products.
This document provides guidance on developing a business strategy plan for authors considering publishing a book or eBook. It outlines key areas for the plan to address, such as the target audience, competition, marketing strategies, pricing considerations, production timelines and promotional activities. Developing a thorough business strategy plan is presented as important for treating writing as a business and guiding authors from initial planning through publication and promotion in order to build a successful writing career.
Here is a chance to create a "big idea" for your brand, which that big idea is then used through the organization. It would help frame the long range Brand Strategic Road Map, helping to frame the brand promise, strategy, story, freshness and experience behind the brand. That big idea also gets used to tell the brand's story, both internally through vision, values and behaviours, and externally by creating a brand position in the minds/hearts of consumers through mass communication, logos/packaging and the inshore experience.
Philadelphia Fashion Incubator Presentation May 2018David Hitt
This document discusses branding and marketing strategies for a plain white t-shirt. It explains how perceived value is more important than real value in determining a product's worth. Brand positioning, messaging, awareness, reputation and evolution over time are key factors that influence perceived value. While a plain white t-shirt may have little intrinsic value, branding can increase its perceived value through nostalgia, quality perception and the cachet of the designer label. The document provides numerous examples and tips for how even a simple product can be effectively marketed through strong branding.
This document provides an overview of marketing strategies for authors. It discusses case studies of authors who failed to properly market their books, highlighting the importance of marketing. The document then outlines the six key steps in an author's marketing plan: 1) defining the book, audience and milestones, 2) building an online platform, 3) understanding distribution, 4) public relations and publicity strategies, 5) monetizing the book, and 6) structuring a long-term marketing plan. Authors are encouraged to develop comprehensive marketing strategies that will support book sales over an extended period.
An interactive presentation put together for an Aim Higher Expert Session delivered at Doncaster Business School to students and lecturers and then to a contingent of visitng Chinese Lecturers by popular demand! It started with a quiz, then the colours represented brands, the ipods had hyperlinks to sound clips that also represent brands and links to marketing communications that try to engage emotionally... some of the text has gone a bit awry in the conversion, sorry!
Branding in the 21st century faces new challenges due to fast-paced technology, hypercompetition, and overwhelmed customers. Traditional branding using one-way communication is outdated, and new techniques are needed using mobile, social media, and addressing sustainability. Effective branding now requires understanding customer needs, differentiating the brand, and communicating a consistent promise to build loyalty through emotional connections rather than just selling products.
Brand is more than just a name, symbol or design - it is the entire perception and experience that customers have with a product or service. A strong brand creates expectations, differentiates itself from competitors, and builds loyalty by consistently meeting customer needs. Effective brand positioning involves identifying what makes a brand unique in order to occupy a distinctive place in the customer's mind.
Using Growth Hacking & Inbound Marketing To Grow On A BudgetKennedy Andersson AB
Low cost & high impact inbound marketing can ignite growth on a limited budget, if you a start-up or feel like giving-up there are opportunities with a comprehensive inbound marketing program to grow your leads and business.
This document provides an overview of the publishing industry and the roles of various publishing professionals. It discusses how publishers can help raise an author's profile and disseminate their work to a wide audience. The roles of literary agents, editors, copyeditors, marketing managers, designers, sales representatives, printers and booksellers in the publishing process are outlined. Self-publishing is also discussed, noting its challenges with discoverability, scale, availability and reputation compared to traditional publishing. The importance of time management for authors is emphasized.
A brand new way to grow your business e book by mahesh enjeti (2017-01_25 20_...Mahesh Enjeti
This document discusses how to increase both sales and profits through branding. It argues that businesses often focus too much on revenue growth through price drops rather than profitable growth. It also argues that brands are often seen only as marketing tools rather than business assets that can generate profits. The document proposes that brands should be viewed as a business's purpose and foundation. It provides case studies of how focusing on brand experience over expression and aligning promises with delivery can help businesses grow profits through their brands.
This document provides style guidelines for Stratosphere me's corporate identity and branding. It specifies the fonts, colors, and treatments that should be used consistently in Stratosphere me's logo, business cards, brochures, and other branded materials. The guidelines indicate that Stratosphere me uses Cambria and Helvetica fonts and defines acceptable color palettes and grayscale treatments for logo usage. It stresses adhering to these branding elements to present a unified brand image.
The Balanced Rebrand: The Art & Science of Brand BuildingEastwick
Read how to balance business value and emotional value to create an authentic brand that not only sets your business up for success, but also resonates to your audiences’ needs.
Borders bookstores aims to differentiate itself from competitors like Barnes & Noble and Amazon by focusing on deep connections with local communities and diverse, locally-relevant selections. Its vision is to be a "headquarters of knowledge and entertainment" for every community it serves. Its purpose is to "create richer, more satisfying lives through knowledge and entertainment." It will focus on building local interest sections, store performances, and community sponsorships to truly understand and serve local tastes.
The document provides guidance on using social media to build brands and businesses. It discusses how brands are built through consistent messaging, meeting consumer expectations, and developing brand advocates. It recommends businesses use multiple social media tools like blogs, Twitter, Facebook and LinkedIn to engage with customers, build relationships, and position the brand as a brand of choice through valuable, engaging content and conversations. The key is active participation over time to build trust and loyalty among customers and develop a band of brand advocates who will promote the brand through word-of-mouth.
What visual methods are employed by UK supermarkets to influence product choi...Ryan Oldfield Design
This document provides an overview of visual methods employed by UK supermarkets to influence product choice. It begins with an introduction stating the objective is to examine how supermarkets use visual design and layout techniques to encourage purchases. It then provides a literature review of sources used for research, including books, articles, and case studies. The document outlines the methodology used and defines supermarkets. It provides a history of UK supermarkets and profiles the top four supermarket chains: Morrisons, Waitrose, Tesco, and Sainsbury's. It discusses supermarket layout and product placement techniques used to guide customers.
Your brand is not tangible elements like your logo or tagline. It is the perception of you held in the minds of your audience based on who you are, what you stand for, why you exist, and how you are different. Brand development defines this image while branding implementation communicates it. It is important to develop an authentic brand through understanding your origins and customers, then strategically mapping your brand foundation to goals. This ensures your brand remains true while preference, awareness, and loyalty are built over time.
Barnes & Noble is a large book retailer that has faced challenges from competitors like Amazon. This document analyzes Barnes & Noble's internal strengths and weaknesses as well as external opportunities and threats. It identifies strategic issues such as declining profit margins and proposes objectives to address these, including partnering with Google to use their resources and creating a new e-reading device. The strategies aim to generate $1 billion for Barnes & Noble within 3 years through this strategic alliance and product.
The document discusses the importance of brands, especially in a down economy. It emphasizes that brands should be thought of as networks rather than linear systems, with both companies and consumers contributing to the brand experience. It recommends that companies focus on building emotional connections with consumers by better understanding them, engaging them in product development and marketing, and telling stories that create emotional responses. Companies should leverage current economic uncertainty as an opportunity to think differently and partner with consumers rather than rely on traditional top-down approaches.
The document discusses the importance of understanding target companies and buyer profiles in business-to-business marketing. It recommends creating profiles for different types of target companies based on factors like their structure, environment, behaviors, and situations. Within each company, profiles should also be made for key stakeholders like operational champions and executive sponsors. These profiles provide critical insights into prospects that can help marketing qualify leads and sales close more deals. Overall, taking the time to understand buyers through comprehensive profiling allows firms to develop more effective marketing, sales, and communications strategies.
Branding is the process of investigating, designing, and adding to your company a distinctive feature or collection of features so that customers can start associating your brand with your goods or services. Branding is an iterative process that involves getting in touch with the hearts of your clients and your company.
This document is a letter from Russell Martino, a copywriter and direct marketing expert, promoting his copywriting services. It discusses how today's crowded marketplace makes it challenging for businesses to get their messages noticed, and emphasizes that the key to success is having the right message that attracts the right prospects. It argues that without a powerful, persuasive message crafted by an expert copywriter, businesses will struggle to convert prospects into customers. The letter provides tips on what makes an effective marketing message and encourages the reader to hire Russell for his direct response copywriting skills to improve their marketing results.
Each of the fifty-seven brand haikus is elegantly succinct—approximately sixty words.
Taken individually, each haiku describes how to build and sustain a brand; how customers think, behave, and choose a brand.
Considered collectively, the fifty-seven haikus convey the authority, competitive advantage, and value of owning a strong and favorable brand.
The Balanced Rebrand: The Art & Science of Brand BuildingHotwire
Read how to balance business value and emotional value to create an authentic brand that not only sets your business up for success, but also resonates to your audiences’ needs.
Through this ebook, you can learn how to strengthen your brand, build the best website for your business, and optimize your site to make it easier for people to discover on Google.
This document discusses key aspects of building a successful brand, including knowing your customers better than yourself, understanding your competitive environment, defining your brand personality and promise, developing a brand strategy and game plan, and being consistent in your branding actions over time. Some key points made are that customers buy based on emotion and branding must create an emotional connection, your brand encompasses organizational elements like your logo but is more than just these tangible aspects, and your brand strategy should come from understanding customer and competitive insights. The document provides guidance on assessing elements like your brand personality and promise to appeal to your target audience.
This document discusses key aspects of building a successful brand, including knowing your customers better than yourself, understanding your competitive environment, defining your brand personality and promise, developing a brand strategy and game plan, and taking consistent action to support your brand over time. Some key points made are that customers buy based on emotion and branding must create value for the customer, a strong brand develops through consistent demonstration of a company's values and beliefs over many years, and ultimately the customer's perception of a brand is what matters most.
Philadelphia Fashion Incubator Presentation - May 2018 Jami Slotnick
A fun and frank discussion about branding and fashion. We cover methods of communication 1980 vs. today and take a look at messaging, research/discovery and brand evolution.
Brand is more than just a name, symbol or design - it is the entire perception and experience that customers have with a product or service. A strong brand creates expectations, differentiates itself from competitors, and builds loyalty by consistently meeting customer needs. Effective brand positioning involves identifying what makes a brand unique in order to occupy a distinctive place in the customer's mind.
Using Growth Hacking & Inbound Marketing To Grow On A BudgetKennedy Andersson AB
Low cost & high impact inbound marketing can ignite growth on a limited budget, if you a start-up or feel like giving-up there are opportunities with a comprehensive inbound marketing program to grow your leads and business.
This document provides an overview of the publishing industry and the roles of various publishing professionals. It discusses how publishers can help raise an author's profile and disseminate their work to a wide audience. The roles of literary agents, editors, copyeditors, marketing managers, designers, sales representatives, printers and booksellers in the publishing process are outlined. Self-publishing is also discussed, noting its challenges with discoverability, scale, availability and reputation compared to traditional publishing. The importance of time management for authors is emphasized.
A brand new way to grow your business e book by mahesh enjeti (2017-01_25 20_...Mahesh Enjeti
This document discusses how to increase both sales and profits through branding. It argues that businesses often focus too much on revenue growth through price drops rather than profitable growth. It also argues that brands are often seen only as marketing tools rather than business assets that can generate profits. The document proposes that brands should be viewed as a business's purpose and foundation. It provides case studies of how focusing on brand experience over expression and aligning promises with delivery can help businesses grow profits through their brands.
This document provides style guidelines for Stratosphere me's corporate identity and branding. It specifies the fonts, colors, and treatments that should be used consistently in Stratosphere me's logo, business cards, brochures, and other branded materials. The guidelines indicate that Stratosphere me uses Cambria and Helvetica fonts and defines acceptable color palettes and grayscale treatments for logo usage. It stresses adhering to these branding elements to present a unified brand image.
The Balanced Rebrand: The Art & Science of Brand BuildingEastwick
Read how to balance business value and emotional value to create an authentic brand that not only sets your business up for success, but also resonates to your audiences’ needs.
Borders bookstores aims to differentiate itself from competitors like Barnes & Noble and Amazon by focusing on deep connections with local communities and diverse, locally-relevant selections. Its vision is to be a "headquarters of knowledge and entertainment" for every community it serves. Its purpose is to "create richer, more satisfying lives through knowledge and entertainment." It will focus on building local interest sections, store performances, and community sponsorships to truly understand and serve local tastes.
The document provides guidance on using social media to build brands and businesses. It discusses how brands are built through consistent messaging, meeting consumer expectations, and developing brand advocates. It recommends businesses use multiple social media tools like blogs, Twitter, Facebook and LinkedIn to engage with customers, build relationships, and position the brand as a brand of choice through valuable, engaging content and conversations. The key is active participation over time to build trust and loyalty among customers and develop a band of brand advocates who will promote the brand through word-of-mouth.
What visual methods are employed by UK supermarkets to influence product choi...Ryan Oldfield Design
This document provides an overview of visual methods employed by UK supermarkets to influence product choice. It begins with an introduction stating the objective is to examine how supermarkets use visual design and layout techniques to encourage purchases. It then provides a literature review of sources used for research, including books, articles, and case studies. The document outlines the methodology used and defines supermarkets. It provides a history of UK supermarkets and profiles the top four supermarket chains: Morrisons, Waitrose, Tesco, and Sainsbury's. It discusses supermarket layout and product placement techniques used to guide customers.
Your brand is not tangible elements like your logo or tagline. It is the perception of you held in the minds of your audience based on who you are, what you stand for, why you exist, and how you are different. Brand development defines this image while branding implementation communicates it. It is important to develop an authentic brand through understanding your origins and customers, then strategically mapping your brand foundation to goals. This ensures your brand remains true while preference, awareness, and loyalty are built over time.
Barnes & Noble is a large book retailer that has faced challenges from competitors like Amazon. This document analyzes Barnes & Noble's internal strengths and weaknesses as well as external opportunities and threats. It identifies strategic issues such as declining profit margins and proposes objectives to address these, including partnering with Google to use their resources and creating a new e-reading device. The strategies aim to generate $1 billion for Barnes & Noble within 3 years through this strategic alliance and product.
The document discusses the importance of brands, especially in a down economy. It emphasizes that brands should be thought of as networks rather than linear systems, with both companies and consumers contributing to the brand experience. It recommends that companies focus on building emotional connections with consumers by better understanding them, engaging them in product development and marketing, and telling stories that create emotional responses. Companies should leverage current economic uncertainty as an opportunity to think differently and partner with consumers rather than rely on traditional top-down approaches.
The document discusses the importance of understanding target companies and buyer profiles in business-to-business marketing. It recommends creating profiles for different types of target companies based on factors like their structure, environment, behaviors, and situations. Within each company, profiles should also be made for key stakeholders like operational champions and executive sponsors. These profiles provide critical insights into prospects that can help marketing qualify leads and sales close more deals. Overall, taking the time to understand buyers through comprehensive profiling allows firms to develop more effective marketing, sales, and communications strategies.
Branding is the process of investigating, designing, and adding to your company a distinctive feature or collection of features so that customers can start associating your brand with your goods or services. Branding is an iterative process that involves getting in touch with the hearts of your clients and your company.
This document is a letter from Russell Martino, a copywriter and direct marketing expert, promoting his copywriting services. It discusses how today's crowded marketplace makes it challenging for businesses to get their messages noticed, and emphasizes that the key to success is having the right message that attracts the right prospects. It argues that without a powerful, persuasive message crafted by an expert copywriter, businesses will struggle to convert prospects into customers. The letter provides tips on what makes an effective marketing message and encourages the reader to hire Russell for his direct response copywriting skills to improve their marketing results.
Each of the fifty-seven brand haikus is elegantly succinct—approximately sixty words.
Taken individually, each haiku describes how to build and sustain a brand; how customers think, behave, and choose a brand.
Considered collectively, the fifty-seven haikus convey the authority, competitive advantage, and value of owning a strong and favorable brand.
The Balanced Rebrand: The Art & Science of Brand BuildingHotwire
Read how to balance business value and emotional value to create an authentic brand that not only sets your business up for success, but also resonates to your audiences’ needs.
Through this ebook, you can learn how to strengthen your brand, build the best website for your business, and optimize your site to make it easier for people to discover on Google.
This document discusses key aspects of building a successful brand, including knowing your customers better than yourself, understanding your competitive environment, defining your brand personality and promise, developing a brand strategy and game plan, and being consistent in your branding actions over time. Some key points made are that customers buy based on emotion and branding must create an emotional connection, your brand encompasses organizational elements like your logo but is more than just these tangible aspects, and your brand strategy should come from understanding customer and competitive insights. The document provides guidance on assessing elements like your brand personality and promise to appeal to your target audience.
This document discusses key aspects of building a successful brand, including knowing your customers better than yourself, understanding your competitive environment, defining your brand personality and promise, developing a brand strategy and game plan, and taking consistent action to support your brand over time. Some key points made are that customers buy based on emotion and branding must create value for the customer, a strong brand develops through consistent demonstration of a company's values and beliefs over many years, and ultimately the customer's perception of a brand is what matters most.
Philadelphia Fashion Incubator Presentation - May 2018 Jami Slotnick
A fun and frank discussion about branding and fashion. We cover methods of communication 1980 vs. today and take a look at messaging, research/discovery and brand evolution.
On a daily basis I hear Marketing buzz words bantered about and it becomes obvious people say them and don’t really even know what they mean. I think people use the sacred marketing words like relevant, equity or insights, because they figure no one will challenge them. Of course, everyone puts “strategic thinker” on their Linked In profile. The problem I see is that a generation of Brand Leaders have not been properly trained and it’s starting to show. For the past 20 years, companies have said “on the job” training is good enough. But now the lack of training is starting to show up. The mis-use of these words can be linked to the lack of understanding of the fundamentals of marketing.
This document discusses the essentials of branding, including:
1) The difference between a brand and branding is that a brand exists in people's minds through associations, while branding aims to influence those associations.
2) Starting a branding project requires the right reason, commitment to the brand strategy, focusing on customers, and analyzing the brand's equity to uncover opportunities.
3) Creating a brand involves defining the brand idea, architecture, personality, and experience through elements like the creative brief, verbal and visual identities, and ensuring the brand promise is delivered.
Essentials of Branding - The big Book of Marketingbrandsynapse
The document discusses the essentials of branding, including:
1) Starting a branding project requires having the right reason, commitment, business strategy, and focus on customers. This includes analyzing a brand's equity and identifying opportunities.
2) Creating the foundational signals of a brand including defining the brand idea, architecture, personality, and experience through the creative brief, verbal and visual identities.
3) Managing and measuring a brand's performance by tracking brand strength, value, and delivering on the brand promise.
The document outlines the process of building brands through three main phases: 1) creating a brand blueprint through discovering purpose, audience, voice, and competitors, 2) establishing brand identity through logo, design, and messaging, and 3) marketing the brand to build presence, awareness, perception, advocacy, and loyalty. Coca-Cola is used as an example of executing these phases successfully through consistent messaging that has created a strong global brand known for happiness and social experiences over many years.
This document discusses the concept of "behavior brands" and how brands need to shift from simply communicating messages to taking meaningful actions that demonstrate their values. It provides examples of brands like I LOHAS water and Nestle that have become more engaging by focusing on behaviors that help consumers. The document also discusses how a new generation, referred to as "Gen B", values brands that act according to their stated purposes and priorities, not just talk about them. It advocates that brands develop "blueprints" focused on actions and behaviors to engage this new generation of consumers.
Brands That Do: Building Enterprise BusinessS_HIFT
Over 75 percent of brands are so meaningless to consumers that they may as well not be there. They are brands that are of no consequence — just names on products or services.
There is hope. Our research found that brands around the world matter in different ways than they did before. People want brands that act, that help, that do. Consumers are sending a very clear message that challenges every part of a business — from finances to operations to marketing. Consumers are telling us to stop making empty promises and start acting in new and different ways. In other words, we should be building brands that do things that matter to their customers.
This document provides an overview of branding basics and developing a brand. It discusses that a brand is defined by customer perceptions and feelings about a company or product. The document then outlines key components of a brand including brand strategy, which defines core values and messaging, and brand creative, which encompasses visual elements like logos. It notes that a strong brand can command higher market share and pricing. Finally, the document details five pillars for building and managing a brand: creating a foundation by defining the company's core identity; connecting internal and external stakeholders; customizing through research and product development; confirming strategies with market research; and cultivating the brand over time.
The document discusses how brands can shape their meaning by clarifying their core purpose and defining brand acts that embody that purpose. It states that a brand's core purpose is why the company is in business beyond making money, while brand acts are ideas, gestures, activities, or experiences that express the purpose and change behavior. The combination of a clear purpose and well-defined acts is said to be integral to brand success, as it allows a company to express itself. Several examples of consumer brands are analyzed in terms of their potential purposes and acts. The document emphasizes that to stand out in today's cluttered marketplace, brands need "radical differentiation" through acts that are really different.
Too many people think that brand management matters most to a consumer brand, and they underestimate the value of marketing for B2B brands. And many of these people are running B2B brands. They treat marketing as a support function, hiring low-cost marketing coordinators to support their sales team, and do basic packaging for new launches and run a few basic trade magazines.
Branding - Creating a personality for your product!Bettina Grr
What is branding and why is it so important?
During the presentation you will find out how to create a personality for your product, service or company. A brand is the promise you make to your users. Follow these five groundrules to uncover or create your brand:
1. Your brand sets you apart.
2. Your brand is ingrained in all your company.
3. Your brand is who you are.
4. Your brand is the connection to your audience.
5. Your brand gives you loyalty.
Micro arts launch-strategic-brand-positioningJames Woodworth
This document provides an overview of strategic brand positioning principles from MicroArts Creative Agency. It begins by stating that every successful brand launch must develop a sound brand positioning strategy through positioning exercises. It emphasizes that positioning is about finding a window into the consumer's mind at the right time and circumstances. The document then provides over 50 principles for brand positioning, such as focusing on the customer's perspective rather than the brand, launching a brand identity rather than just a product, simplifying the brand message, and understanding how consumers perceive the brand through their experiences and communications. It stresses the importance of defining the brand as an idea in the consumer's mind.
This document provides an overview of marketing library services for frontline staff. It defines the basic marketing mix of product, place, promotion, and price. It encourages staff to view themselves as marketers and take simple actions like reviewing services, understanding patrons, and communicating value. Staff are advised to learn from other industries and gather feedback to strengthen their brand and better serve their target markets.
PERSONAL BRANDING
1. BRIEF HISTORY
2. WHAT IS PERSONAL BRANDING?
3. THREE LAWS OF PERSONAL BRANDING
4. ADVANTAGES OF PERSONAL BRANDING
5. PERSONAL BRANDING PROCESS (DCCM)
6. PERSONAL BRANDING DEPENDS ON CAREER STATUS
7. PERSONAL BRANDING EXAMPLES
This document provides an overview and guidance on branding toolkit for developing a brand identity. It discusses key aspects of branding including brand positioning, values, personality, tone of voice, visualizing the brand, briefing designers, naming the brand, and summarizing the brand. The toolkit aims to help users make informed decisions to create their brand and clarify the identity, idea and value of their organization. It emphasizes that branding is an ongoing process, not something that can be achieved overnight, and success is often measured over decades.
Rainmaking 101 - 3 ways to get your initial customers to market for youTribetactics
Find the customers that most need your brand and inspire them to spread the word about you.
Here are 3 ways to get your initial customers to market on your behalf, a minibook by TribeTactics.com
An essential read for small businesses and startups focused on growth.
Explore the essential graphic design tools and software that can elevate your creative projects. Discover industry favorites and innovative solutions for stunning design results.
Technoblade The Legacy of a Minecraft Legend.Techno Merch
Technoblade, born Alex on June 1, 1999, was a legendary Minecraft YouTuber known for his sharp wit and exceptional PvP skills. Starting his channel in 2013, he gained nearly 11 million subscribers. His private battle with metastatic sarcoma ended in June 2022, but his enduring legacy continues to inspire millions.
Storytelling For The Web: Integrate Storytelling in your Design ProcessChiara Aliotta
In this slides I explain how I have used storytelling techniques to elevate websites and brands and create memorable user experiences. You can discover practical tips as I showcase the elements of good storytelling and its applied to some examples of diverse brands/projects..
Revolutionizing the Digital Landscape: Web Development Companies in Indiaamrsoftec1
Discover unparalleled creativity and technical prowess with India's leading web development companies. From custom solutions to e-commerce platforms, harness the expertise of skilled developers at competitive prices. Transform your digital presence, enhance the user experience, and propel your business to new heights with innovative solutions tailored to your needs, all from the heart of India's tech industry.
Maximize Your Content with Beautiful Assets : Content & Asset for Landing Page pmgdscunsri
Figma is a cloud-based design tool widely used by designers for prototyping, UI/UX design, and real-time collaboration. With features such as precision pen tools, grid system, and reusable components, Figma makes it easy for teams to work together on design projects. Its flexibility and accessibility make Figma a top choice in the digital age.
Fonts play a crucial role in both User Interface (UI) and User Experience (UX) design. They affect readability, accessibility, aesthetics, and overall user perception.
EASY TUTORIAL OF HOW TO USE CAPCUT BY: FEBLESS HERNANEFebless Hernane
CapCut is an easy-to-use video editing app perfect for beginners. To start, download and open CapCut on your phone. Tap "New Project" and select the videos or photos you want to edit. You can trim clips by dragging the edges, add text by tapping "Text," and include music by selecting "Audio." Enhance your video with filters and effects from the "Effects" menu. When you're happy with your video, tap the export button to save and share it. CapCut makes video editing simple and fun for everyone!
ARENA - Young adults in the workplace (Knight Moves).pdfKnight Moves
Presentations of Bavo Raeymaekers (Project lead youth unemployment at the City of Antwerp), Suzan Martens (Service designer at Knight Moves) and Adriaan De Keersmaeker (Community manager at Talk to C)
during the 'Arena • Young adults in the workplace' conference hosted by Knight Moves.
Practical eLearning Makeovers for EveryoneBianca Woods
Welcome to Practical eLearning Makeovers for Everyone. In this presentation, we’ll take a look at a bunch of easy-to-use visual design tips and tricks. And we’ll do this by using them to spruce up some eLearning screens that are in dire need of a new look.
3. 3
Client Overview:
Brief:
Barnes & Noble, Inc., is an American bookseller. It is
a Fortune 1000 company and the bookseller with the
largest number of retail outlets in the United States.
As of March 7, 2019, the company operates 627 retail
stores in all 50 U.S. states. In August 2019, Elliott
Management Corporation acquired the company.
Why did they contact us?
Company is seeking design, but don’t know where
to expand there resources.
Revenue is dropping and is in need of market action.
Last design expense in didn’t move any desired
business metrics.
Our mission is to operate the best specialty retail busi-
ness in America, regardless of the product we sell. Because
the product we sell is books, our aspirations must be con-
sistent with the promise and the ideals of the volumes
which line our shelves. - Barnes & Noble Mission Statement
4. 4
Brand Strategist.
What I offer?
Job Description:
A strategist will develop positioning, recommendations,
guide market research analysis and define brand
elements and tone through analysis of current market
data and trends.
Brand Strategy
Positioning, Mission, Brand Direction, User Personas.
Project + Creative Strategy
Personas, UX, Creative Brief, Marketing, Content Strategy.
Delieverables
Graphic Design, Logos, Website, Ect.)
Seen by Customer/Client
Seen by Business
Why do strategists make a difference?
The current worldwide marketplace is being constantly
cluttered by the new and old business. With this being
the current state it’s hard for any business to attract
and even maintain business.
What a strategist does is offer clarity. Often times a
brand will be in need of positioning or a refresh on
its approach to its customers. After this is done what
deliverables to create become more clear and when
executed more valuable long-term.
5. Maximizes ROI (Delieverables, Marketing, and Employee’s)
Bring Clarity to Business
Differentiates from Competition
Benefits:
7. 7
Strategy Development:
Note: Not every stage will be used
because each client is different and
has different needs.
Goals
Schedule
Brand Attributes
Archetypes + Short
write up
Mission Statement
Positioning Statement
Messaging Examples
Competitor Analysis
Customer Persona(s)
Customer Journey
Messaging examples
for each stage of the
Customer Journey
Look and Feel
Timeline
Priorities
8. 8
Goals & Schedule:
Goals:
Company is seeking design, but don’t know where to
expand their resources.
Revenue is dropping and is in need of market action.
The last design expense didn’t move any desired metrics.
Additional Insights:
Community Engagement was down.
The business model hasn’t seen any new opportunity
for new types of growth.
Wants an overall increase in Brand Engagement.
Feeling pressure from competitors to change.
Wants younger customers.
Schedule:
Barnes&Noble’s Strategy Development
Brand Attributes, and Archetypes.
Positioning Statement and Messaging Examples.
Competitor Analysis and Brand Audit.
Persona’s and and Customer Journey.
Messaging examples from each stage & Look and Feel.
Project Timeline and Priorities.
9. 9
Brand Attributes, and Archetypes:
ATTRIBUTES
Inviting:
Offering the promise of an attractive or
enjoyable experience.
Helpful:
Giving or ready to give help and/or useful.
Warm:
Having, showing, or expressive of enthusiasm,
affection, or kindness
Creative:
Relating to or involving the imagination or original
ideas, especially in the production of an artistic work.
Inspirational:
Providing or showing creative or spiritual inspiration.
ARCHETYPES
Storyteller:
Connects people through shared human experience,
and unleashes powerful emotions.
Lover:
Possesses an unbridled appreciation for affection and
beauty. Showing care and effort in the little things to
provide a warm experience.
Why are Archetypes useful?
Archetypes are an unconscious psychological set of
narrative patterns that have been discovered in every
society. Any brand that can identify which Archetype
it is allows that brand to better serve and stick in the
mind of its customers.
10. Brand Attributes, and Archetypes:
Any brand that can identify
which Archetype it is
allows that brand to better
serve and stick in the mind
of its customers.
11. 11
Positioning Statement and Messaging:
Positioning Statment:
For young people, Barnes & Noble is the only bookstore
that creates an inviting reading community so they can
create emotional connections because Barnes & Noble
wants people to love books.
How it works:
Writing a positioning statement helps focus on creative
development, increase viable options that are on brand,
on strategy, and message
This then leads to possible concept development for
the brand’s needs. The goal is to be on tone from
the Attributes and remember how you are operating
within the identified archetypes.
Concept for Messaging:
The concept was to focus on the culture of reading
books and being a book person. Highlighting the fun
quirks along with the beliefs of book readers creates
a sense of community.
Examples:
If you’re reading no one can call you a procastinator.
Where it’s normal to mourn about fiction characters.
For people who would rather read about fictional
people’s problems.
For book people.
12. 12
Competitors Analysis:
Amazon:
Amazon is a huge competitor for Barnes and Noble
and they used to start only selling books but have
expanded into this online ordering empire. This has
given them a huge advantage over Barnes & Noble
because they have the capital to compete over price.
The next factor is they compete against the comfort
factor by allowing people to order at home. Amazon
does fall flat in that they don’t have a main store
location for people to form a community around them
besides online. They also fall flat in that you will have
to wait for your product, but usually prices make up
for this factor.
Our vision is to be Earth’s most customer-centric
company; to build a place where people can
come to find and discover anything they might
want to buy online.-Amazon’s Mission Statement
Books-a-Million:
They are the second largest bookstore chain in the
USA. They have several different names Books-A-
Million, Bookland, Books & Company, and 2nd &
Charles. They total in 260 stores in 32 states and are
the real close competition Barnes & Noble has besides
smaller individual bookstores. They fall flat when it
comes to scale in comparison to Barnes & Noble
and they also seem to be trying to copy B&N when
it comes to how they have organized their business.
Where B&N attracts the more hipster, mature
community I feel B.A.M attracts more average blue
collar readers. The coffee place inside is called
Joe Muggs if that puts everything into perspective.
It works like the contrast between Starbucks and
Dunkin’ Donuts
13. 13
Brand Audit:
Strengths:
Strong in-store experience.
Well known brand.
Has a Brand Culture.
Weaknesses:
Weak againsts online competitors.
Can be beat on price.
Extremely specialized type of store.
Analysis:
Marketing reports show that the likelyhood of a
purchase increases when the intended audience
is in the store. This also plays the clients advantage
because with thier particular brand that is a strength.
Insight: It’s better to compete where other
competitors cannot. If the client wants more
teens to buy then getting them in-store is going
to be the main communication objective.
14. 14
Tom R.
Persona
Bio:
16-18 years old.
In highschool,
works part-time.
Income $12,000 - $14,000
Painpoints:
Transportation.
Income.
Limited Free-Time.
Preffered Outcomes:
Community.
Enjoys reading more.
Meets new people.
How did he find us?
Online,
Seen at local Mall,
Social Media
And Brand Influence.
Brand Benefits:
Appeals to Community.
Self Actualized by
reading more.
Joins new Social Circle.
Insight: B&N can appeal to a teenage audience
byusing their inherent brand attribute of community.
This creates the emotional benefit of being apart of
a group and this particular benefit attracts teenagers
because they are still psychologically trying to frame
themselve within the social hierarchy.
15. Customer Journey:
Awareness
Mass, OOH, TV, Radio, Print
Research
Digital, POS, Mobile, DR-Print, TV
Engagement
Digital, POS
Convert
Digital, POS, Mobile
Print (DM)
Post Purchase
Digital, POS, Mobile
Print (DM)
Advocacy
Digital, WOM
Hanging out at after school with
nothing to do.
See’s Barnes and Noble on Social
Media. (Instagram, Twitter, ect.)
Decides to go to mall. Then walk in
the store.
Enjoys in-store experiences because
of Inclusionary Brand Elements
(signage, uniforms products)
Buys Product and gets take-home
promotional items. (Bags, Buttons,
Bookmarks, ect.)
Posts about EXP on Social Media or
engages more.
16. 16
Look and Feel:
Visual Insight:
This Moodboard was
meant to convey several
Brand Attributes as well
appeal to the archetypes.
Inviting, Warm Inspirational,
Creative, and Friendly.
Being Type-focused was
the decision because
it takes into account the
storyteller’s archetype
without being too blunt.
19. 19
The Brief:
Project: Barnes&Noble Ad Campaign
Summary:
After doing some research on my target demograpic
(Teens ages 16-18) along with competitive research
(Books-A-Million & Amazon) it was decided to focus on
where the main competition cannot compete (In-store).
Teens and other customers are more likely to buy once
in-store, and that meant doubling down on Barnes &
Nobles strength of a great shopping experience.
Audience:
Teenagers ages 16-18. In highschool, work part-time.
Income $12,000 - $14,000
Positioning Statement:
For young people, Barnes & Noble is the only bookstore
that creates an inviting reading community so they can
create emotional connections because Barnes & Noble
wants people to love books.
Communication Objective:
To generate more in-store traffic and overall brand
engaement amongst a younger demographic.
Brand Attributes:
Inviting, Warm Inspirational, Creative, and Friendly.
Medai:
(Print) Posters
(Social Media) Twitter & Instagram Post
(Promotional) Bookmarks and Bags
The Concept:
The concept was to focus on the culture of reading
books and being a book person. Highlighting the fun
quirks along with the beliefs of book readers creates
a sense of community.
22. Iterate Phase II:
Stage 1 Stage 2
In this phase I directly go back and fourth between
the Moodboard and the selected direction. In this
process its all about taking away what works, and
keeping what can be broadly applied.
23. 23
Iterate Phase II:
Once the Visual Direction
has been selected it’s
now about applying
the visual language and
messaging acrosss the
targeted media.
24. 24
Visualized User Journey:
Awareness:
See’s Barnes and
Noble on Social Media.
(Instagram, Twitter, ect.)
Twitter and Instagram
were selected because
they have the highest user
engagement amongst the
target audience.
25. 25
Visualized User Journey:
Engagement:
Enjoys in-store experiences
because of Inclusionary
Brand Elements (signage,
uniforms products)
In-Store Signs were
selected the goal was
to make exploring the
store more engaging
by creating surprises.
26. 26
Visualized User Journey:
Engagement:
Enjoys in-store experiences
because of Inclusionary
Brand Elements (signage,
uniforms products)
In-Store Signs were
selected because they
make exploring the
store more engaging
by creating surprises.
27. 27
Visualized User Journey:
Engagement:
Enjoys in-store experiences
because of Inclusionary
Brand Elements (signage,
uniforms products)
In-Store Signs were
selected because they
make exploring the
store more engaging
by creating surprises.
28. 28
Visualized User Journey:
Post-Purchase:
Buys Product and gets
take-home promotional
items. (Bag, & Bookmark)
The Promotional Items were
contextually picked because
of what B&N is. They were
also selected because of
their reusability.
29. 29
The Campaign:
This campaign works because it
has consistency and a system. It
also is effective for another reason.
It remphasizes that brands promise
to its customers. This solution
created more brand loyalty and
future sales.
30. In Conclusion:
Design without Strategy has no
purpose in the long term. Brand
strategy aligns the Brands position
and goals to the current market.
This creates more cost effective
and long term solutions for how
the brand communicates.