Before the Brand: Using Positioning and Messaging to Build Brand Identity
()
Currently unavailable
Currently unavailable
About this ebook
Brands are created by knitting together multiple marketing elements. Much like an equation:
Look + Features + Benefits + Perception = Brand
But brands are risky business because brands are created in the minds of a group of people. Without conscious effort to create a brand for your product, a brand will be created for you - by your marketplace. Scary thought. Instead, take control of your brand by defining what your brand is before your marketplace does.
Positioning and messaging help you do this.
Positioning helps you establish what makes your product exceptional. It establishes who your target market is, why your product will appeal to that market, and why your product beats the competition.
While positioning gives you the fuel to influence your target market, messaging is the engine that conveys the significance of that position. When you have these two pieces in place, you have a foundation that makes generating a perception about your brand much easier.
In this book, will learn how to create the tools of positioning and messaging:
- Positioning Statement
- Value Proposition
- Key Messages
- Proof Points
- Brand Message Architecture
- Messaging Document
Use these tools to direct the attention of your target markets and other audiences to your greatest strengths and most important differentiators. Armed with this information, the customer facing organizations in your company, your customers, and those who read or learn about your products will be that much more likely to create a perception of your brand that you are happy with.
Leslie Sutherland
Leslie Sutherland, CA-AM, is Marketing Practice Lead at Phoenix Consulting Group in Silicon Valley. Leslie is a veteran marketing executive with expertise in global and partner marketing as well as marketing communications. Leslie is actively involved in best practices formation for marketing and partnerships and is on the teaching faculty for the American Management Association. From 2005 - 2008, she was a global board member of the Association of Strategic Alliance Professionals (ASAP). Leslie on the board and is a past-president of the Silicon Valley/Northern California Chapter of ASAP, and is also a past board member of the Silicon Valley Chapter of the American Marketing Association. Some of the organizations she's worked with include Apple Computer, Adobe, Cisco, Intuit, PayPal, SAP and VMware. Leslie holds a B.A. in International Relations from U.C. Davis. Leslie Sutherland conducts messaging processes for organizations large and small. From global enterprise to single product messaging, contact Leslie if you are looking for a messaging expert to lead your next messaging and positioning process at brand.message@yahoo.com.
Related to Before the Brand
Related ebooks
How to Launch a Brand (2nd Edition) Rating: 4 out of 5 stars4/5Brand architecture Third Edition Rating: 0 out of 5 stars0 ratingsLean Startup Branding: A Step-by-Step Marketing Guide to Creating a Memorable Brand: 2 Rating: 0 out of 5 stars0 ratingsAdvanced Branding: Effective Ways To Elevate Your Brand Rating: 4 out of 5 stars4/5Your Brand Is Your Business: Creating Value in Your Brands and Branding Strategy Rating: 0 out of 5 stars0 ratingsBigger Than This Rating: 5 out of 5 stars5/5Sticky Branding: 12.5 Principles to Stand Out, Attract Customers & Grow an Incredible Brand Rating: 0 out of 5 stars0 ratingsBrand Identity Breakthrough Rating: 5 out of 5 stars5/5Brand Identity Breakthrough: How to Craft Your Company's Unique Story to Make Your Products Irresistible Rating: 4 out of 5 stars4/5The Indispensable Brand: Move from Invisible to Invaluable Rating: 4 out of 5 stars4/5The Brand Mapping Strategy: Design, Build, and Accelerate Your Brand Rating: 4 out of 5 stars4/5Brand Relevance: Making Competitors Irrelevant Rating: 4 out of 5 stars4/5StoryBranding™ 2.0 (Second Edition): Creating Stand-Out Brands Through the Purpose of Story Rating: 4 out of 5 stars4/5Star Brands: A Brand Manager's Guide to Build, Manage & Market Brands Rating: 0 out of 5 stars0 ratingsCreating Signature Stories: Strategic Messaging that Persuades, Energizes and Inspires Rating: 0 out of 5 stars0 ratingsBrand Story that Works: Creating Branded Stories in the Era of Social Content Rating: 0 out of 5 stars0 ratingsYour Brand Should Be Gay (Even If You’re Not): The Art and Science of Creating an Authentic Brand Rating: 5 out of 5 stars5/5Oxytobrands: Human Brands for an Emotional Market Rating: 5 out of 5 stars5/5Brand Experiences: Building Connections in a Digitally Cluttered World Rating: 0 out of 5 stars0 ratingsThe Brand Gym: A Practical Workout to Gain and Retain Brand Leadership Rating: 0 out of 5 stars0 ratingsConversation Marketing: How to Be Relevant and Engage Your Customer by Speaking Human Rating: 0 out of 5 stars0 ratingsBuilding Your Digital Utopia: How to Create Digital Brand Experiences That Systematically Accelerate Grow Rating: 0 out of 5 stars0 ratingsGet to Aha! (PB) Rating: 5 out of 5 stars5/5Simplicity Marketing: End Brand Complexity, Clutter, and Confusion Rating: 4 out of 5 stars4/5Unconscious Branding: How Neuroscience Can Empower (and Inspire) Marketing Rating: 5 out of 5 stars5/5Business Branding for the Non-Designer: A Simple Guide to Brand Your Business Like a Pro Rating: 0 out of 5 stars0 ratingsThe Power of Belonging: The Marketing Strategy for Branding Rating: 0 out of 5 stars0 ratingsAdvanced Brand Management -- 3rd Edition: Building and activating a powerful brand strategy Rating: 0 out of 5 stars0 ratings
Marketing For You
The Passive Income Cheat Sheet Rating: 4 out of 5 stars4/5The Passive Income Playbook Rating: 5 out of 5 stars5/5Summary of Derral Eves's The YouTube Formula Rating: 5 out of 5 stars5/5Emotional Intelligence: Exploring the Most Powerful Intelligence Ever Discovered Rating: 5 out of 5 stars5/5The Best Credit Repair Manual Ever Written Rating: 5 out of 5 stars5/5Mastering ChatGPT: 21 Prompts Templates for Effortless Writing Rating: 5 out of 5 stars5/5Win In Court Every Time Rating: 5 out of 5 stars5/5The Psychology of Selling: Increase Your Sales Faster and Easier Than You Ever Thought Possible Rating: 4 out of 5 stars4/52022 Best Ways To Make Money Online Rating: 4 out of 5 stars4/5The Freedom Shortcut: How Anyone Can Generate True Passive Income Online, Escape the 9-5, and Live Anywhere Rating: 5 out of 5 stars5/5The YouTube Formula: How Anyone Can Unlock the Algorithm to Drive Views, Build an Audience, and Grow Revenue Rating: 4 out of 5 stars4/5Influencer: Building Your Personal Brand in the Age of Social Media Rating: 4 out of 5 stars4/5Marketing Made Simple: A Step-by-Step StoryBrand Guide for Any Business Rating: 5 out of 5 stars5/5Robert Cialdini's Influence: The Psychology of Persuasion Summary Rating: 4 out of 5 stars4/5Exactly What to Say: The Magic Words for Influence and Impact Rating: 4 out of 5 stars4/5Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content Rating: 4 out of 5 stars4/5Six Figure Blogging Blueprint Rating: 5 out of 5 stars5/5How to Write Copy That Sells: The Step-By-Step System For More Sales, to More Customers, More Often Rating: 4 out of 5 stars4/580/20 Sales and Marketing: The Definitive Guide to Working Less and Making More Rating: 4 out of 5 stars4/5Quiet Leadership: Six Steps to Transforming Performance at Work Rating: 4 out of 5 stars4/5Ogilvy on Advertising in the Digital Age Rating: 5 out of 5 stars5/5Built to Last: Successful Habits of Visionary Companies Rating: 4 out of 5 stars4/5Traction: Quadruple Your Business Immediately With These Marketing Techniques Rating: 2 out of 5 stars2/5INSPIRED: How to Create Tech Products Customers Love Rating: 5 out of 5 stars5/5Propaganda Rating: 4 out of 5 stars4/5
Reviews for Before the Brand
0 ratings0 reviews