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The ABC’sof Branding:A Workshop blog.marcbinkley.ca @marcbinkley
Thank YouStep 1 – Today with You• 30 minutes• Brief overview of Branding and Marketing• Provide a framework of collaboration to learn about you and your brandStep 2 – Creative Process• Fill in, compile and analyze your brand squares• Craft an emotional brand message – Start with Why, then How, then What• Present a vision for your brand that each stakeholder can be proud of and relate toStep 3 – Activation• Develop a capacity to listen for conversations about your brand and industry• Map out an engagement map to tell your story across multiple touch points• Diarize weekly marketing duties for the whole year with quarterly goals• Deliver valuable content with frequency and consistency across your core channels
Draw Your Ideal CustomerWrite 3 words they use to describe you
Start With Why – Simon SinekWhat’s your purpose, cause or belief? Communicate from the inside out.
People Don’t Buy What you do, They buy Why you do it – S.SinekInside out – Inspired CommunicationEverything we do we believe in challenging the status quo, webelieve in thinking differently. The way we challenge the statusquo is by making our products beautifully designed, simple to useand user friendly. We happen to make great computers, want tobuy one?Outside in – Typical NoiseWe make great computers, they’re beautifully designed, simple touse and user friendly. Want to buy one?
“Ive learned that people will forget what you said, people willforget what you did, but people will never forget how you made them feel.” Maya Angelou
“There is no such place as a market.A market is simply a group of consumers who share a common problem or desire.If you can show them that you can solve their problem, at a price they’re willing to pay – then you have a market” Len Potts
What You Do is the Proof of What you Believe• A brand is a promise wrapped up in an experience. So what’s yours? – Ross Smith, Mindshelf.com• Is the consumer experience consistent across all consumer touch points?• How do you want customers to feel about you?
Len Potts – 4 Tough Questions1. Who are we talking to and what is their problem?3. What is the one thing we want to say to them?5. Why should they believe us?7. How do you want them to ‘feel’ about you?
Branding Exercise• Fill in each of the Brand Squares with 10 words or less consider each of these – Consumers point of view – Your point of view – Your staff’s point of view• Have multiple stakeholders complete this task
Brand Squares - Keywords1. What do you Do? 2. Who do you do it for?4. Why do you do it better? 3. Why do you do it?
Developing a Positioning Statement• From the previous squares, identify key words• Use key words to craft sentences about your brand and your unique value to the client• Begin this sentence with why you do it, how you do it then what you do
Developing A Positioning StatementWhy do you do what you do?How do you do it?What is it that you do?