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1 Jeannette Paladino, Write Speak Sell | http://writespeaksell.com Carol Smith, Creative Source | http://creativesourceinc.com/
| Date post: | 17-Jul-2015 |
| Category: |
Marketing |
| Upload: | write-speak-sell |
| View: | 252 times |
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Jeannette Paladino, Write Speak Sell | http://writespeaksell.comCarol Smith, Creative Source | http://creativesourceinc.com/
Agenda
• Discussion of branding, positioning and corporate identity
• Your challenges
• Examples of companies that updated their brands
• Share your association’s brand and critique
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A Common Vocabulary
• What is a Brand?
• What is Positioning?
• What is Corporate Identity?
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A Common Vocabulary
• Brand: What you want to be known for
• Positioning: How your targets perceive you
• Corporate Identity: The visual expression of your brand in your logo, tag line and promotional materials
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Branding Credentials
• Technical expertise
• Accrediting organization
• Distinct services
• Geographic reach
• Stature – members, staff, etc.
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A Brand Must:
• Be simple and easy to understand
• Promise a benefit
• Distinguish you from the competition
• Answer question “What’s in it for me?”
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Getting the Answers:
• Is my association still relevant?
Competitive analysis: Research competitor associations; Survey members
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Getting the Answers:
• Are we retaining members and attracting new ones? If not, why not?
Is it a lack of communication?
Outdated programming?
Lack of resources?
Unresponsiveness?
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Getting the Answers:
• Do our members understand and buy into our brand promise?
Start dialogue with members, formal and informal research; what are their needs?
Develop key messages
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Getting the Answers:
• Does our visual brand create excitement and interest?
Does our brand represent who we are now or who we were?
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Examples
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“Before” and “After”Taglines of Major Brands
Courtesy Hubspot
New Taglines
• Before: “Denny’s “A Good Place to Sit and Eat”
• After:
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Courtesy HubSpot
New Taglines
• Before: “Relax, it’s FedEx”
• After:
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Courtesy HubSpot
New Taglines
• Before: “Drive One”
• After: “Go Further”
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Courtesy HubSpot
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New Taglines
© Write Speak Sell + Creative SourceCourtesy HubSpot
Before After
Your Challenge:
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What is Your Brand Promise Today?
Refreshing Your Brand
• Define brand promise
• Develop key messages
• Work with designer to embed brand promise and key messages in visual identity
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Corporate Identity
What are the unique characteristics of the company?
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Corporate Identity
What is the “essence” or “personality” of the company?
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Association Branding
Before
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After
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How Would You Define Your Brand?
Thank You
Jeannette Paladino is a business writer, blogger, and project
manager helping organizations to build brand awareness to increase
revenues, and engage employees as brand advocates on social social
media. Previously a senior corporate communications executive. Her
company is Write Speak Sell. [email protected]
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Carol Smith, founder of Creative Source, creates visual branding
and marketing campaigns for hospitals, colleges and financial
companies. Her designs embed the essence of a company’s
brand in a recognizable, compelling corporate identity for both
printed materials and online communication.
© Write Speak Sell + Creative Source
