6 DEGREES TO CONNECTIVITY – BRANDING ESSENTIALS
Posted: August 14th, 2008 | Author: admin | Filed under: b-notes | Tags: branding, corporate messaging, visual development | No Comments »Branding Degree 1.0 – Core Message
§ Develop a dynamic and succinct core message
o Essential points should be basic, clear and memorable
o Audience-driven and benefits oriented to promote audience buy-in
o Drives targeted demographic toward your desired outcome
Branding Degree 2.0 – Visual Development
§ Develop a Signature Visual Image (SVI)
o SVI supports/enhances organizational core message
o Aligns with organizational personality, vision, and goals
o Clean, professionally developed and executable across mixed media format
o Create a feasible road map that clearly defines the route to be taken
o Create plans that details human and capital resources needed to achieve goals
Branding Degree 3.0 – Execution
§ Create ways for core message to tell organizational story repeatedly using “guerilla marketing” tactics
o Presence should generate interest, engage, and call to action
o Message should be audience appropriate
o Message and supporting marketing tools should enhance and support each other
o Use technology creatively
Branding Degree 4.0 – Feedback
§ Build in measurable tools to manage and track message effectiveness
§ Make tools easily accessible and end-user friendly in various formats
Branding Degree 5.0 – Evaluation
§ Look at feedback and determine at what level you are willing to adjust and accommodate
§ Incorporate “fresh eye”—seek external evaluation and analysis
Branding Degree 6.0 – Refinement
§ Adjust your plans to keep pace with changing end-user demands, market trends, and technologies at predetermined and consistent intervals.
‘BRANDING IS NOT A SINGLE OCCURRENCE –IT IS AN ONGOING PRACTICE”