developing a remarkable brand (charles lee)

DEVELOPING A REMARKABLE BRAND & ROI !@charlestlee

Why  Brand?

Your Brand

Products & Features

Clutter

Information Clutter

Marketing Clutter

Social Clutter

Coffee

Airline

Smartphone

Bookstore Apparel

Search Engine Education

ComputerNon-Profit

Your brand is the gut feeling someone has about your product, service, or

organization.

It’s Not What YOU Say It Is.It’s What THEY Say It Is.

Barriers to

CompetitionBrick & Mortar Factories

Financial Capital

Intellectual Property

Brands

A charismatic brand is a product, service, or organization for which

people believe there’s no substitute. - Marty Neumeier

Charismatic Brands Integrate

What

How

Why

THROUGH DIVERSIFIED

TOUCHPOINTS

WEB

PRINT

SOCIAL MEDIA

EVENTS

VIDEO

ENVIRONMENT

BRAND EXPERIENCE

ORGANIZATION

VISION

VALUES

MISSION

OBJECTIVES

KEY AUDIENCE

KEY AUDIENCE

KEY AUDIENCE

THROUGH DIVERSIFIED

TOUCHPOINTS

WEB

PRINT

SOCIAL MEDIA

EVENTS

VIDEO

ENVIRONMENT

BRAND EXPERIENCE

ORGANIZATION

VISION

VALUES

MISSION

OBJECTIVES

MARKETING OBJECTIVES

MARKETING STRATEGY

RESEARCH

MESSAGING

CAMPAIGN FILTER

BRAND ATTRIBUTES

IDENTITY STATEMENT

VOICE

VISUAL IDENTITY

CULTURE

BRAND FILTER

KEY AUDIENCE

KEY AUDIENCE

KEY AUDIENCE

Q’s for Brand Clarity: Who Are You?

What Do You Do? Why Does It Matter?

 Who  Are  You  &    Who/What  Are  You  Leading?

Brand  Attributes

NLC Brand AttributesRelational

Friendly

Warm

Inviting

Welcoming

Relevant

Intentional

Strategic

Awareness

PersonalExperiential

Sensory

Holistic

Passionate

Respected

Caring

Embracing

Respectful

Open

Inclusive

FamilyCommunity

Hospitable

Creative

Artistic

Musical

Worshipful

Empowering Energetic Fellowship

Innovative

Open to Ideas

Missional

Serving

Togetherness

Tribal

Resourceful

DiverseMulti-Cultural

Multi-Generational

Fun

Inclusive

Supportive

Healthy

Holistic

Equipping

Training

Humble

Humble

Non-Judgmental / Grace Environment

ApproachableSarcastic

Experimental

Releasing

Seeing Potential

Refreshing

Honest

Unique

Adventurous

Daring

Fluid

Entrepreneurial

Marketing  Objectives

Quantitative  &  Qualitative

Who Are Your Key Audiences?

ATHLETES & CELEBRITIES

PATIENTEND USER/CONSUMER

DECISION MAKERS

INFLUENCERS

FAMILY & FRIENDS

Key Audience(s) Motivation

!

Distinguishing Feature(s) Benefits to Client(s) Affiliation(s) to Note

CAM

PAIG

N

MES

SAG

E

GENERAL AUDIENCE

TARGETED AUDIENCE

STRENGTHS

OPPORTUNITIES THREATS

WEAKNESSES

HELPFUL

INTE

RN

AL O

RIG

INEX

TER

NAL

OR

IGIN

HINDRANCETO ACHIEVING OBJECTIVES TO ACHIEVING OBJECTIVES

Contact  Info

www.charlestlee.comcharles@theideation.com

DEVELOPING A REMARKABLE BRAND & ROI !@charlestlee