Build Your Brand

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Give your company a singular vision and provide your employees with direction by first outlining your brand. Your brand includes not only your vision and mission, but also your strategic goals and short and long term plans to achieve them.

Text of Build Your Brand

  • 1. Always Forward Build your BRANDby Mark Krebs

2. VISION Always Forward 3. Your companys VISION is an aspirational statement that anyone in the company should be able to easily understand and explain. Always Forward VISION 4. Always Forward MISSION VISION 5. Your companys MISSION is a strategic & dynamic statement that can change over time. If your company has multiple brands, each brand can have a different mission, but it should always check back to the VISION. Always Forward MISSION VISION 6. Always Forward MISSION STRATEGIC OBJECTIVE VISION 7. Your companys STRATEGIC OBJECTIVE should support the mission by speaking to specific goals. Internal departments or brands should have their own strategic objectives. These objectives should check back to the MISSION. Always Forward MISSION STRATEGIC OBJECTIVE VISION 8. This FOUNDATION will Your companys STRATEGIC OBJECTIVE should support the mission by speaking to specific goals. Internal departments or brands should have their own strategic objectives. These objectives should check back to the MISSION. Always Forward MISSION STRATEGIC OBJECTIVE VISION 9. This FOUNDATION will provide a quick explanation of your business. create a singular direction for decision making. set your company apart from the competition. Always Forward MISSION STRATEGIC OBJECTIVE VISION Your companys STRATEGIC OBJECTIVE should support the mission by speaking to specific goals. Internal departments or brands should have their own strategic objectives. These objectives should check back to the MISSION. 10. Always Forward RESEARCH MISSION STRATEGIC OBJECTIVE VISION 11. RESEARCH is next. Always Forward RESEARCH MISSION STRATEGIC OBJECTIVE VISION 12. RESEARCH should help you determine Who are my customers? What do my customers currently think of my brand? Why do my customers choose my company? Who are my competitors? Always Forward RESEARCH MISSION STRATEGIC OBJECTIVE VISION RESEARCH is next. 13. Three Types: 1) EXISTING PROPRIETARY RESEARCH already done 2) QUANTITATIVE RESEARCH numbers (ex: surveys) 3) QUALITATIVE RESEARCH emotions (ex: focus groups ) Always Forward RESEARCH MISSION STRATEGIC OBJECTIVE VISION RESEARCH is next. 14. Always Forward RESEARCH MISSION STRATEGIC OBJECTIVE BRAND STATEMENT VISION 15. Your BRAND STATEMENT defines and outlines your companys customer-facing initiatives. Always Forward RESEARCH MISSION STRATEGIC OBJECTIVE BRAND STATEMENT VISION 16. BRAND STATEMENTS Always Forward RESEARCH MISSION STRATEGIC OBJECTIVE BRAND STATEMENT VISION Your BRAND STATEMENT defines and outlines your companys customer-facing initiatives. 17. BRAND STATEMENTS Guide the creative process. Define the target market. Make a promise. Provoke emotion. Always Forward RESEARCH MISSION STRATEGIC OBJECTIVE BRAND STATEMENT VISION Your BRAND STATEMENT defines and outlines your companys customer-facing initiatives. 18. Always Forward RESEARCH MISSION STRATEGIC OBJECTIVE BRAND STATEMENT INTERNALIZE VISION 19. Your EMPLOYEES should understand your VISION, MISSION and OBJECTIVES first. Always Forward RESEARCH MISSION STRATEGIC OBJECTIVE BRAND STATEMENT INTERNALIZE VISION 20. EMPLOYEES will in turn become your first line of brand ambassadors, educating customer on the benefits that you can offer. Always Forward RESEARCH MISSION STRATEGIC OBJECTIVE BRAND STATEMENT INTERNALIZE VISION Your EMPLOYEES should understand your VISION, MISSION and OBJECTIVES first. 21. The more your EMPLOYEES are involved in the branding process, the more connected they will feel to your company. Always Forward RESEARCH MISSION STRATEGIC OBJECTIVE BRAND STATEMENT INTERNALIZE VISION EMPLOYEES will in turn become your first line of brand ambassadors, educating customer on the benefits that you can offer. Your EMPLOYEES should understand your VISION, MISSION and OBJECTIVES first. 22. After your EMPLOYEES are equipped with your brands message, your CUSTOMERS should know via MEDIA. Always Forward RESEARCH MISSION STRATEGIC OBJECTIVE BRAND STATEMENT EXTERNALIZE INTERNALIZE VISION 23. TV. Direct mail. Newspaper. Radio. Digital. Social Media. Outdoor. And more. Always Forward RESEARCH MISSION STRATEGIC OBJECTIVE BRAND STATEMENT EXTERNALIZE INTERNALIZE VISION After your EMPLOYEES are equipped with your brands message, your CUSTOMERS should know via MEDIA. 24. MEDIA is expensive. Always Forward RESEARCH MISSION STRATEGIC OBJECTIVE BRAND STATEMENT EXTERNALIZE INTERNALIZE VISION TV. Direct mail. Newspaper. Radio. Digital. Social Media. Outdoor. And more. After your EMPLOYEES are equipped with your brands message, your CUSTOMERS should know via MEDIA. 25. MAKE THE CASE to your CFO by showing ROI. Always Forward RESEARCH MISSION STRATEGIC OBJECTIVE BRAND STATEMENT EXTERNALIZE INTERNALIZE VISION 26. DONT KNOW HOW? Contact an expert. Always Forward RESEARCH MISSION STRATEGIC OBJECTIVE BRAND STATEMENT EXTERNALIZE INTERNALIZE VISION MAKE THE CASE to your CFO by showing ROI. 27. RESEARCH MISSION STRATEGIC OBJECTIVE BRAND STATEMENT EXTERNALIZE INTERNALIZE markkrebs @ windstream.net Always Forward VISION DONT KNOW HOW? Contact an expert. MAKE THE CASE to your CFO by showing ROI.