I hear more and more agencies and marketing folk these days tell clients about "True North" and so I started thinking about what that really means. What's behind the creative sales jargon? This is a high-level overview, but hopefully these slides map out a clearer message. A more easily understood path towards finding your brand's “True North”.

2. @jonathanronzio
marketing professional | mountaineer | filmmaker | musician
Over the years I've followed my passions and traveled the world.
Sure I’m only 25, but over the past decade I’ve helped build a few
start ups and launched media projects. I’ve worked with others, for
others, and for myself. I’ve created and honed brands; their
images and their voices. And I’m currently working on
@BetweenThePeaks and residing @CramerMarketing.
Whether backpacking, climbing, or scratching out business ideas in
a notebook, I equate everything I do to a journey. Businesses, and
brands, take journeys too, and it doesn’t take much for a brand to
lose its way.
I hear more and more agencies and marketing folk these days tell
clients about "True North" and so I started thinking about what
that really means. What's behind the creative sales jargon? This is
a high-level overview, but hopefully these slides map out a clearer
message. A more easily understood path towards finding your
brand's “True North”.

3. CONTENTS 4 discovering your true north
17 navigating the swamps
34 reaching your destination
40 sticking to the path

4. DISCOVERING YOUR “TRUE
NORTH”

5. It’s easy for brand identity to become convoluted.
It’s difficult to know exactly who you are. And it’s
even harder to effectively convey your brand
message to the world through marketing
campaigns.

6. There’s a lot of talk these days about finding your
“True North”, but what does that mean?

7. There’s a lot of talk these days about finding your
“True North”, but what does that mean?
We’re not talking about how to use a compass. For brands,
“True North” refers to how you define your corporate identity,
marketing messages, value proposition and product
positioning. Roll that all into a ball of marketing, and make sure
it hits your consumers in the face.

8. Why is finding your “True North” important?

9. As a brand, you’ve got to get to the “why”. You need to have
a handle on who you are in order to properly craft a brand
voice and brand image. It doesn’t matter if you’re large,
small, in retail, or B2B, you have to define your branding
strategy.
Why is finding your “True North” important?

10. KEY WORDS:
As a brand, you’ve got to get to the “why”. You need to have
a handle on who you are in order to properly craft a brand
voice and brand image. It doesn’t matter if you’re large,
small, in retail, or B2B, you have to define your branding
strategy.
Why is finding your “True North” important?

11. What does my brand voice sound like?

12. What does my brand voice sound like?
Perhaps authoritative and booming? Or fun and witty? The
tone in which you speak to and connect with your audience
is the lifeblood of all communications. Whichever you
chose, make it genuine. Be true to yourself because your
audience can spot a fraud faster than a fart.

13. What is my brand image?

14. What is my brand image?
Brand image is crafted through impressions and experiences. This is your
total brand’s personality, as perceived through the audience’s eyes. Voice
is a part of it, but there’s also the emotions, values, and messages you
demonstrate. How do you stack up against competitors? How are you
different? Take a look at your brand from an outside perspective and
decide if you would trust you.

15. And why is “True North”
misleading?

16. “A compass, I learnt when I was surveying… it’ll point you True North
from where you’re standing, but it’s got no advice about the swamps and
deserts and chasms that you’ll encounter along the way. If in pursuit of
your destination, you plunge ahead, heedless of obstacles, and achieve
nothing more than to sink in a swamp… What’s the use of knowing True
North?”
-Lincoln

17. NAVIGATING THE
SWAMPS

18. Knowing where your brand needs to be doesn’t
mean anything unless you know how to get there.
And without a message map and strategic
communications plan, you’ll likely be bushwhacking
until you hit quicksand.

19. Knowing where your brand needs to be doesn’t
mean anything unless you know how to get there.
And without a message map and strategic
communications plan, you’ll likely be bushwhacking
until you hit quicksand.
KEY WORDS:

20. What is a message map?

21. What is a message map?
It’s a blue print. A visual representation of key and
supporting messages that can be quickly and easily
understood. A message map can answer common campaign
questions, identify key decision drivers, and address
attitudes to overcome.

22. What is a message map? (continued)
Message maps can be created for each key audience
segment in an effort to anticipate the most effective way to
deliver a message and ensure its consistency. Consistency is
key in brand messaging.

23. Example: ADP
This conference targeted
message map details the
structure, content, and
tonality for message
development, bridging the
gap between strategy and
execution.

24. Strategic communications…what’s that look like?

25. Strategic communications…what’s that look like?
Identify your audience, develop your content, select your
channels. Easy right?

26. Wrong.

27. Wrong.
The most important word here is “strategic”. With all the channels
available to push content through today, an effective campaign must start
with strategic program planning. You’ve got to plan for every step of the
way, and have a contingency plan for each step too. Start by defining what
you ultimately want to measure and that will make every decision and
every touch point purposeful.

28. Example: DB Export
“Everywhere wine was, we were there to
convince men to grab an Export Dry instead.”

29. Be everywhere.
Or be great where you are.

30. The purchasing funnel is being turned on its
head and brands need to get emotional to
engage consumers’ attention spans.
Emotional, and social.

31. Social media: Are you drowning, treading water, or jet-
skiing?

32. Social media: Are you drowning, treading water, or jet-
skiing?
This is the battlefield where armies of consumers can crush
your brand or raise you a statue. Post, share, interact, engage.
Make sure your message is the same across all channels, make
sure you’re talking to the right people, and make sure they
care about what you have to say. If they don’t, rethink your
social strategy.

33. Example: Oreo
Social is not for selling. It’s for
demonstrating value. And
reacting in real-time.

34. REACHING YOUR
DESTINATION

35. I know you want to, but don’t stop for a
breather. Today’s marketplace marathon
never ends. Better to run in those crazy
barefoot shoes because if you have to tie a
shoelace you’ve lost the race.

36. So there’s no end game?

37. So there’s no end game?
Simply put, no. Discovering your “True North” and
implementing a brand campaign is a means to a means.
Brands have to be ever evolving and always relevant. Make
people talk about you. Make people love you. Relationships
are a 2-way street so keep the conversation going and keep
it fresh.

38. Pretend you can’t afford gas. Take a seat on the
bus, take off the ear-buds, and chat up your
neighbor. Listen and learn.

39. Example: Lay’s
This brand has made it. They know
who they are. But they kept it fresh
and gave their consumers a voice,
creating a social engagement
campaign that boosted sales 12%.

40. STICKING TO THE PATH

41. Although “evolving” your brand is critical, straying
from your brand message is a death wish. Don’t go
down the dark road alone. Walk with your friends,
your supporters, and keep your messaging
consistent.

42. Is it possible to change your
image without changing your
message?

43. Example: Old Spice
They made the shift from your
grandfather’s deodorant to one of
the most successful and youthful
brands of today. But they never
stopped marketing manliness.

44. FOLLOW YOUR
“TRUE
NORTH”

45. NORTH”@jonathanronzio
FOLLOW YOUR
“TRUE