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