Brand Foundation: Identity & Messaging

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The ground work that must be done before you invest in any marketing collateral, whether it be logo, advertisement, content strategy, media kit or any other marketing tool - print or digital.

Marketing

© Dawn Weathersbee 2017
ABOUT ME English Teacher:
Upper
Middle
At-Risk

© Dawn Weathersbee 2017
ABOUT MEFundraiser:
Under $5K
Digital Marketing
In-House Graphics

© Dawn Weathersbee 2017
ABOUT ME Content Strategist:
Copy
Graphics
Platform

© Dawn Weathersbee 2017
What’s Today
About?
Branding
Messaging
Positioning

© Dawn Weathersbee 2017
YOU
YOUR
TARGET
YOUR
COMPETITION
QUESTIONS
to get you there
Who are you?
What do you want to say?
Who do they think you are?
What do they want to hear?
Who do they say they are?
What do they say to your markets?

© Dawn Weathersbee 2017
WHO ARE
YOU?
Word Association:
Don’t Think
Choose One Side
Two Minutes

© Dawn Weathersbee 2017
DIG DEEP Market Interviews:
Why did you choose?
Tell me more about...
Why do you believe...?
20 minutes

© Dawn Weathersbee 2017
SHARE
INSIGHTS
Share your insights.
Discuss.

Thanks for Participating!
@dawnnwb | dawnweathersbee@gmail.com

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Brand Foundation: Identity & Messaging

1. Brand Foundation: Position & Messaging @dawnnwb | dawnweathersbee@gmail.com

7. © Dawn Weathersbee 2017 YOU YOUR TARGET YOUR COMPETITION QUESTIONS to get you there Who are you? What do you want to say? Who do they think you are? What do they want to hear? Who do they say they are? What do they say to your markets?

8. © Dawn Weathersbee 2017 YOU YOUR TARGET YOUR COMPETITION QUESTIONS to get you there Who are you? What do you want to say? Who do they think you are? What do they want to hear? Who do they say they are? What do they say to your markets? MARKET RESEARCH

9. © Dawn Weathersbee 2017 YOU YOUR TARGET YOUR COMPETITION METHODS to get those answers Your brand’s visual identity Your brand’s personality Your brand’s messaging Conduct Interviews Examine their digital presence Read existing studies Give them an archetype Examine their digital presence

11. © Dawn Weathersbee 2017 DIG DEEP Market Interviews: Why did you choose? Tell me more about... Why do you believe...? 20 minutes

14. Thanks for Participating! @dawnnwb | dawnweathersbee@gmail.com

Brand Foundation: Identity & Messaging

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