BRAND STRATEGY BOARD REVEAL
Goals Strong position # 1 Identify your unique place in the sector and “own” it. Consistent message # 2 Create a compelling story that the entire organization is committed to telling. New energy # 3 Make a big splash inside and outside the organization – renewing pride and purpose. Flexible & transcendent strategy # 4 Develop an enduring brand strategy that empowers the organization to grow into new opportunities.
LOGO VISUAL SYSTEM what we see BIG IDEA CORE PURPOSE ATTRIBUTES POSITIONING AUDIENCES LANDSCAPE what we feel ANATOMY OF A BRAND
Perception, meet reality Who we are Who they think we are
CALIBRATION From aging to living active decline vs. forward motion Rise above social stigma ● and crisis to ● Break down category silos “Maybe we won’t ever use those population terms.”
CALIBRATION From behind the scenes to consumer facing ● Accessible ● Meaningful Relevant ● to “The people that need us don’t understand what we do.”
CALIBRATION From technical to emotional ● Sterile SOWs - charts, data, sector jargon to Over-arching theme ● “When you don’t touch the beneficiary, don’t have emotion on the table.”
CALIBRATION From planning to design passive bureaucracy to active systems change ● Series of interconnected variables to People’s ambassadors ● “Planning isn’t sexy.” “Living the best life, on their terms, in the setting of their choice.”
CALIBRATION From satellite…
CALIBRATION FOUNDATIONAL PILLAR
Member Communications Newsletter Direct Mail Advertising Reports Annual Report Hiring/Recruiting Culture Telephone Email Websites Social Campaigns Experiences Messaging Products Marketing Collateral Services Visual Design Tagline Proposals Speeches a BRAND BRIEF is FOUNDATIONAL
WELL-DESIGNED WELL-BEING
BIG IDEA Well-designed well-being WHY WE EXIST We provide services and adapt systems to enhance livability for all. WHAT MAKES US DIFFERENT We champion inclusive communities where people access an interconnected system of supports.
BRAND BRIEF
FRAMEWORK
APPROACH
HOUSE OF BRANDS OR BRANDED HOUSE?
INTERNAL ORGANIZATION
EXTERNAL PERCEPTION Focus of audience’s trust Division Program(s) 1-n Focus of audience’s attention
ENDORSER BRAND ARC – EXTERNAL PERCEPTION
PRODUCT BRAND AGING AND HEALTH RESOURCES DIVISION – EXTERNAL PERCEPTION
PLANS BRAND MARKETING IDENTITY BRAND NEXT PHASE: STRATEGY STRATEGY EXPERIENCE STARTER WEB CONTENT DEVELOPMENT MARKETING CAMPAIGNS MATERIALS BIG IDEA ARCHITECTURE LOGOS VIDEO STUNTS APPROACH AUDIENCES RENAMING FRAMEWORK PLATFORMS WEB BIZ DEV
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