Branding basicsandweb marketingkuehnvisionpoint

> AENC: Advanced Marketing
> VisionPoint Marketing
> May 17, 2011

Tuesday, May 17, 2011

visionpoint overview


highlights

> established in March 2001
> located in Raleigh, NC with 14 employees
> specialize in online marketing consultation and execution
> strategy through to execution and measurement
> numerous design and business awards
> focus on what’s right for client (research, design, tech agnostic)
> higher education, non-profits and B2B

VisionPoint Media, Inc. Copyright © 2011. All rights reserved.


our process



> >



sample tasks by phase



> strategy
> branding
> web design &
development
core offerings
> SEO
> paid search
> email marketing
> social media
> print collateral
> integrated campaign



brand


a logo is not your brand
> a logo does not sell, it IDENTIFIES

> a logo is rarely a description of a business

> a logo derives its meaning from the QUALITY OF THE THING IT SYMBOLIZES,
not the other way around

> a logo is LESS important than the ‘product’ it signifies, what it REPRESENTS is
more important than what it looks like

from Design, Form, and Chaos
~ Paul Rand : father of American corporate identity:
IBM, ABC, Westinghouse, UPS, etc



the branding process


1. getting to know you
> research, research and more research
> interviews
> competitor analysis


2. develop strategy & define personality
> words & concepts, not visuals
> attributes
> tag line
> positioning statement
> visual vocabulary


3. build your tool box
> core visual elements
> logo
> colors
> typography


4. stockpile the arsenal
> develop support materials that have specific uses
> stationery
> development book
> website
> email templates
> donor presentation


5. grow & maintain
> develop a sophisticated marketing strategy that will support the goals of the organization


brand attributes


Brand Attributes are...
> words or short phrases that encompass the personality of a brand
> inspirational
> rallying points
> criteria for strategic and tactical decisions
> the foundation for brand development


Brand Attributes are NOT ...
> a detailed description of what you do
> granular
> your organization’s tag line
> meant to spark a discussion over semantics


case study


The Hamner Institutes for Health Sciences


the challenge
> 30 year-old, world-renowned institution
> completely re-inventing itself

what we did
> defined marketing strategy and marketing plan
> re-named and re-branded (from CIIT to The Hamner)
> attributes, positioning statement, logo, tagline, stationery,
signage, website, etc



Brand Attributes



Collaboration
The central theme of The Hamner
Point of convergence
ALMOST goes without saying


Distinction/Excellence
Dr. Hamner is renowned for his commitment to excellence
Rallying point / pride for The Hamner
Become even more distinguished in a very distinguished field through commitment to excellence


Scholarship
Research is foundation
UNWAVERING commitment to the highest level pursuit of NEW KNOWLEDGE


Credibility
30+ years of independent research & relationships with private sector and government
Leverage CIIT’s reputation of being Independent, trustworthy, neutral
Highest levels of integrity


Community
The Hamner is dedicated to improving community (locally and globally)
Unique in this part of country
Involved locally via charitable acts, educational events & economic development
Globally involved by enabling r&d that serves all humanity


Passion
Emotional
Performing at the HIGHEST LEVEL.
Enabling innovation
This is our CALLING ... we are purpose-driven
We are TRULY BETTERING THE HUMAN CONDITION!


brand attributes

Attribute Constituent Group
Collaboration All groups

Distinction / Excellence Internal + all others

Scholarship Research / Universities

Credibility Pharma / Government

Community Local + global

Passion Internal + all others



tag line


The Hamner > Employee Event > 06 .14 .07

Where great minds & medicine meet.



Where great minds & medicine meet.

great = distinction / excellence
great minds = scholarship / research
medicine = pharma / passion / calling
meet = collaboration / community


Visual Vocabulary
What is it?

> exploratory visual exercise
> helps us quickly test visuals against the brand attributes
> helps answer: “Roughly, what do we want to look like?”



clean but not enough ‘distinction’



probably not



possibilities: credible, community



some potential



clean, nice, quiet



scholarship, credibility: yes > community, passion: not so much



very collaborative > not so credible



credible: yes > distinct, passionate: definitely not



an opportunity for differentiation exists



possibilities


concept
> a flexible brand approach where the logo takes on properties
of what it represents
> a sheet of paper (representing research) is the vehicle
> a blank canvas onto which we can project visions of the future
> this approach allows for unlimited growth and flexibility
> more of a modern twist YET simple enough to be timeless


online marketing


What are the most common challenges that
organizations have?

> Website users can’t find what they’re looking for.
> People don’t understand what we do and why we are valuable.
> Our technology is a barrier to communication, not an enabler
(Impedes our ability to market ourselves).
> Our targets don’t know about us.



How can online marketing solve these problems?
> Website users can’t find what they’re looking for = IA

> People don’t understand what we do and why we are valuable =
Messaging & Content Development

> Our technology is a barrier to communication, not an enabler
(Impedes our ability to market ourselves) = CMS

> Our targets don’t know about us = Online Outreach



NC State University Jenkins MBA Program


sample process & deliverables


create: information architecture



create: visual design



create: build



where to start?


mini creative brief
> goals
> 5 personality characteristics of your organization
> target audience segments


lunch > Q & A


Branding basicsandweb marketingkuehnvisionpoint

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