united way ground floor marketing workshop: brand positioning for social enterprises
TRANSCRIPT
Introduction
About Me & My Journey –Brand & Communications is A Key Thread
Journalism – Newsline
Communications & PR –Quaker Oats & Pepsi Cola
Brand Management - PepsiCo
Startup CEO - ALUMRISE
CMO - MBO Partners
Full Circle: Startup CEO @Guidrr
Twitter: @aassiaharoonhaq
LI:
www.linkedin.com/aassiaha
q
Our Objective
A Simple Objective
Build Your Brand
Explore Brand Identity via Positioning
Understand Framework For Brand Messaging
A Bigger Objective
Demystify the steps
Discuss the ideal and practical process
Marketing Hacks:
Where to spend your time and where not to
Brand Identity - One Leg Who’s Creative?
Who’s Scientific?
Who’s Able to Be Both?
Brand
PositioningMessaging
Brand Positioning
For (target audience), (brand
name) is the (frame of reference)
that delivers (benefit/point of
difference) because only (brand
name) is (reason to believe).
Understanding Target
Audience For Vitamin Water, health conscious women, not
people who like to drink water
For Tiffany, luxury seeking consumers, not jewelry
buyers
For __________, YOUR BRANDS
Tip: Narrow -
not broaden –
your target
audience
Frame of Reference: Tricky &
Necessary To health conscious women, Vitamin Water is the on-
the-go beverage
To luxury seeking consumers, Tiffany is the luxury
accessories brand ..
Tip: Frame of
Reference is What
You Are Not What
You Want To Be
Benefit/Point of Difference To health conscious women, Vitamin Water is the on-
the-go beverage that naturally refreshes without
calories
To luxury seeking consumers, Tiffany is the accessories
brand that are designed to signal luxury
Tip: Benefit/POD
takes time to
develop + must be
proveable!
Reason to Believe (Proof) To health conscious women, Vitamin Water is the on-
the-go beverage that naturally refreshes without
calories because only Vitamin Water combines zero
calories, a naturally squeezed fruit flavors and no
artificial sweeteners.
To luxury seeking consumers, Tiffany is the accessories
brand that designed to signal luxury because only
Tiffany’s iconic crafted creations make it possible
to look luxurious
everyday.
Tip: RTB is how
you deliver the
benefit – proof!
Position Before Brand Identity ..
Once you have a positioning, you can think about how to embody that in an identity
Think of it like a persona, a tribe among which your customer or consumer moves
What does your brand stand for?
Don’t make this up – keep in mind target audience, and your claims about benefits and differentiation
Remember: A Brand positioning statement is NOT brand messaging – it’s internal, something you protect and guard and use as a gauge
Unilever and the Brand Key
Team Alignment Tool
Religion
Brand Identity/Personality Birds of a feather flock together, Identify Your Flock
1st Marketing
Hack!
Checklist Test of Pithy
Test of Visual – not just words
Test of Real – A real person, a real “type”
Test of Voice – Can you imagine how you could deliver this? Whose voice (hint: may not be yours)?
Test – Brands Like Me: Who Else speaks your voice, looks and acts like you need to? They may provide clues for your brand (but don’t copy!)
NOW - You’re finally ready to build brand messaging …
Messaging – The Other Leg Who’s Analytical & Data Driven?
Who’s Experimental & Creative?
Who’s Able to Be Both?
Identity Messaging
Messaging Love – Key Step “More than words”
Look for and bring together pictures, colors, sounds and other signals that speak to your flock
Circle key words that they use – not words you use
“Then you wouldn’t have to say that you love me ..”
In building messaging, speak only to them – as opposed to speaking to the whole world
“Because I’d already know”
Even on your Website, narrow down your home page and key pages to speak to your target, using their words, their voice, their sounds and their preferred terms – it’s as if by speaking to them, you are also speaking FOR them
Messaging Hack 1: Relearn Your Brand
Go out and talk to five customers about your brand.
Do not sell them, or try to persuade them
Simply listen
Please take their photos,
Please ask permission to use what they say (good, bad,
ugly).
Write down what you have learned about your brand
Use this to develop a visual story about your flock –
your birds of a feather. Can you bring them to life for a
marketing partner?
Part 2: Go Test It Don’t change your Web site, start a project or build
a big budget campaign
Do a simple landing page test and make sure your brand
is speaking to your audience
Send it to those 5 people by the way!
Write down what you have learned
Choose the words or images that seemd to resonate
Don’t judge them, seek to understand them
Messaging Hack 2: Think Again
The Person You are Speaking To May Not the
Person You Seek to Serve:
Who are you selling to?
Target audience is not necessarily the end-user of your
product e.g. a software for schools should be sold to school
purchaser, and not to parent
Trick question: Who does Pepsi sell to?
So -- How does this insight change your marketing
messaging?
Does it make it easier or harder?
Messaging Hack 3: Dispel 3
Marketing Myths Myth 1: Marketing is for “creative” people
Brand marketing is a science that uses data, reasoning, intuition –and creativity but creativity is not about colors, fonts, designs – it’s about insights and decisions
Myth 2: Marketing is about design and graphics
Assure that if you work with someone on marketing, they are trained to work with the process, not just share ides about design, color, advertising & fonts! Those decisions come after the main marketing decisions are made – and shojuld be overseen by someone who speaks for the brand
Myth 3: Marketing is something anyone can do
You gave birth to a child, raised it, send it to school. So who cares what happens to the child later? Think about your brand like your child. Make sure you brand has caretakers – who listen & understand your brand – not tell you what to do. Who’s your internal brand shephard? Do you trust them? Do they like your customer? Do YOU like your customer?
Final Hack: Marketing In Digital Age
Old way: Ideate, gather, build, refine, launch
New way: Ideate, build, launch, gather, refine, relaunch
You have
permission to
change message –
but not to change
core brand
positioning or
identity