Join Drew Boyd for an in-depth discussion in this video Identifying the external channels, part of Branding Foundations.
- To make a promise, you have to communicate it.…The key is to select those communication channels…that are most consistent with the essence…of the brand, its authentic persona.…A simple framework for this is answering the questions:…who, what, why, where and how.…First, you have to decide on why you want to communicate.…Are you telling the market your overall strategic…brand positioning, the core brand promise?…Or are you building tactical awareness…around some new feature or benefit of the product?…If so, this type of campaign would link…directly to your tactical marketing positioning.…
During the positioning step of the brand-building process,…we answer the next question: who?…That of course is your target audience.…You identify the specific customers that you…want your brand message to be relevant to.…You group your customers using…one of four Segmentation Approaches:…Demographic, Geographic, Behavioral or Attitudinal.…The one you use depends on what you're about to communicate.…If it's a new feature, you may…
Author
Released
3/4/2015- Identifying your core values and drivers
- Linking your business model to the brand
- Identifying customers
- Developing your brand promise
- Expressing brand identity
- Creating a brand book
- Expressing brand in social channels, through advertising, and in packaging
- Measuring brand performance
Skill Level Beginner
Duration
Views
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Marketing Foundations
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Developing Brand Identity Collateral
with Steve Harris58m 17s Beginner -
Troika's ABC Brand Campaign: Start to Finish
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Writing a Marketing Plan
with Drew Boyd36m 30s Beginner
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Introduction
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Welcome1m 21s
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1. Understanding Branding
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What is a brand?3m 34s
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2. Defining the Brand
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Creating brand drivers4m 1s
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Deciding on what to brand4m 37s
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3. Positioning the Brand
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Identifying your customers2m 47s
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4. Expressing the Brand Identity
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Developing the brand's name3m 53s
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5. Communicating the Brand Internally
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Creating the brand book2m 22s
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6. Communicating the Brand Externally
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7. Measuring Brand Performance and Value
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Managing brand equity3m 18s
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Conclusion
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Next steps3m 23s
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Video: Identifying the external channels