brand positioning and key messages
DESCRIPTION
Brand Positioning And Key MessagesTRANSCRIPT
![Page 1: Brand Positioning And Key Messages](https://reader033.vdocuments.mx/reader033/viewer/2022061208/5485d0cab47959f10c8b4f5e/html5/thumbnails/1.jpg)
Brand Positioning and Key Messages:
Findings Presentation
March 9, 2008
Prepared for:
![Page 2: Brand Positioning And Key Messages](https://reader033.vdocuments.mx/reader033/viewer/2022061208/5485d0cab47959f10c8b4f5e/html5/thumbnails/2.jpg)
04/10/23 2
Agenda
1. Introductions2. Timeline 3. Branding Overview4. Non-Profit Brand Audit5. Discovery Results6. Recommendations7. Open Discussion8. Next Steps
![Page 3: Brand Positioning And Key Messages](https://reader033.vdocuments.mx/reader033/viewer/2022061208/5485d0cab47959f10c8b4f5e/html5/thumbnails/3.jpg)
In a word…
3
StrategicPassionate
Intensive
Just do it.
embracing
![Page 4: Brand Positioning And Key Messages](https://reader033.vdocuments.mx/reader033/viewer/2022061208/5485d0cab47959f10c8b4f5e/html5/thumbnails/4.jpg)
Brand Personality
• Based on discovery interview findings and brand statement, Taproot created 4 brand personality options from which to choose
• A brand personality serves as the tone and manner for communicating your message to all stakeholders
4
![Page 5: Brand Positioning And Key Messages](https://reader033.vdocuments.mx/reader033/viewer/2022061208/5485d0cab47959f10c8b4f5e/html5/thumbnails/5.jpg)
Fireman
Personality• Specialized services• Intensive• Longer-term work
Why they care• Not like “beat cop” who deals with day-to-day
problems
• Approaches a problem strategically
• Intensively evaluates a problem
• Develops and executes plan
5
![Page 6: Brand Positioning And Key Messages](https://reader033.vdocuments.mx/reader033/viewer/2022061208/5485d0cab47959f10c8b4f5e/html5/thumbnails/6.jpg)
Nurturing Mother
Personality• Loving• Cares about you and wants to see you succeed• Makes you feel good about your involvement• Organizing behind the scenes• Resourceful• Congenial• Wants everyone’s experience to make them feel special
Why she cares• Her job is to make sure everyone has a good, positive
experience• She believes in the mission of TBC• She likes her neighbors, and cares about their experiences• She doesn’t want people to leave
6
![Page 7: Brand Positioning And Key Messages](https://reader033.vdocuments.mx/reader033/viewer/2022061208/5485d0cab47959f10c8b4f5e/html5/thumbnails/7.jpg)
Good Samaritan
Personality• Creative yet sensible• Plans, designs, knows where to place things
Why he cares• Wants the area around them to beautiful with solid
foundations• Wants to make environment work efficiently so residents
know where to go and how to get there
7
![Page 8: Brand Positioning And Key Messages](https://reader033.vdocuments.mx/reader033/viewer/2022061208/5485d0cab47959f10c8b4f5e/html5/thumbnails/8.jpg)
Optional: The Bull
Personality• Firebrand preacher• Activist• Opinionated and judgmental• Not afraid to offend people; doesn’t sugar-coat• Passionate• Evangelical• Won’t let you escape until you hear his point• Takes a stand for what he believes in
Why he cares• Go-getter • Deeply cares about the neighborhood • Wants to see it succeed• He doesn’t take “no” for an answer
8
![Page 9: Brand Positioning And Key Messages](https://reader033.vdocuments.mx/reader033/viewer/2022061208/5485d0cab47959f10c8b4f5e/html5/thumbnails/9.jpg)
Personality Implications
04/10/23 9
“Fireman” “Nurturing Mother” “Good Samaritan”
• Saving lives• Sense of urgency• Whatever it takes attitude
• “Bringing hope for a better tomorrow.”
• Loving• Care and empathy• Nurturing• “Love is our middle name.”
• Approachability• Resources• Assists and builds alongside
• “Lending a hand to those in demand.”
![Page 10: Brand Positioning And Key Messages](https://reader033.vdocuments.mx/reader033/viewer/2022061208/5485d0cab47959f10c8b4f5e/html5/thumbnails/10.jpg)
Key Message Targets
• Key Messages– Internal Usage– External Usage– Donors
![Page 11: Brand Positioning And Key Messages](https://reader033.vdocuments.mx/reader033/viewer/2022061208/5485d0cab47959f10c8b4f5e/html5/thumbnails/11.jpg)
Next Steps
04/10/23 11
Milestone Owner Date
Select brand positioning TBC
Refine positioning as needed and craft key messages
Taproot
Present revised brand strategy to TBC
Taproot
Present key messages Taproot
Present/train Board on brand strategy and key messages
Taproot
Deliver closing, process evaluation
Taproot/TBC
![Page 12: Brand Positioning And Key Messages](https://reader033.vdocuments.mx/reader033/viewer/2022061208/5485d0cab47959f10c8b4f5e/html5/thumbnails/12.jpg)
Appendix: Program Offering Grid
04/10/23 12
Global FocusLocal Focus
Multi Offerings
Single Offerings