Making a plan for external communication
4 likes1,385 views
1. The document outlines steps to develop a branding and communication strategy, including identifying the audience, specifying the product, shaping the brand, and taking initial marketing actions. 2. It provides templates and questions to help with each step, such as creating a persona for the target audience, defining the product's unique selling proposition and positioning, and determining marketing activities for different stages like awareness and advocacy. 3. The overall objective is to follow a process to establish an attractive brand and effective external communication for an unnamed product or service.
Making a plan for external communication
- 1. You r Sto r y
- 2. MAKING A PLAN FOR... EXTERNAL COMMUNICATION Objective: To develop the branding and communication strategy 1. 2. 3. 4. By identifying By specifying By shaping an By taking your audience your product attractive brand action TM Your Working Title: _____________________________________________ Hannes Ley: The Story of Change, Day 1 Ruta N Innovation Management Program, Medellín, April 2013
- 3. IDENTIFYING YOUR AUDIENCE PERSONA Demographics How old is she/he? Find and show a Where does he/she live? (urban, rural, country, etc.) typical image representing your What is his/her family situation? target group! Anything else? Attitudes/Behavior What is his/her belief system? What’s most important in his/her life? Name/Title First + family name What hobbies, topics, news, etc. is he/she interested in? Job Title What kind of (work) lifestyle does he/she cultivate? Job Education What media channels/ content does he/she consume? Yearly income Relationship with your product Anything else? Why would this person be interested in your product? Anything else?
- 4. IDENTIFYING YOUR AUDIENCE A DAY IN THE LIFE OF _________ TIMELINE 7-9 AM 9 - 12 AM 12 - 14 PM 14-19 PM 19- 21 PM 21- 12 PM What is he/ 7-9 AM 9 - 12 AM 12 - 14 PM 14-19 PM 19- 21 PM 21- 12 PM she doing? What media is he/she using? In what context does 7-9 AM 9 - 12 AM 12 - 14 PM 14-19 PM 19- 21 PM 21- 12 PM he/she use it? How could he/ she come in touch with your product / advertising?
- 5. SPECIFYING YOUR PRODUCT POSITIONING + USP Please define your product (material, story, features, benefits: Please define the product’s USP (Unique Selling Proposition): Positioning Statement (Who does what for whom?): Describe your product in a tweet (140 spaces!): Find adequate labels for the axes and place your product and its competitive environment within the matrix
- 6. SHAPING YOUR BRAND A BRAND’S COMPONENTS TM Brand Promise Brand Values Brand Essence / Core Idea Example: xy gives you safety! Example: social, caring, polite, present Reason to Believe Reason to Believe Name, Logo, Look & Feel (Consumer Perspective) Example: xy is here, when you need them. Example: I feel safe, because I can rely on xy.
- 7. TAKING ACTION FIRST MARKETING MEASURES TM AWARENESS INVOLVEMENT CONSIDERATION PURCHASE LOYALTY ADVOCACY What story are you How will you get your How will you make How will you make How will you make How will you make going to tell? audience involved? them consider them buy? them buy again? them talk about you? buying? Where are you going Where are you going Where will you make Where will you sell? Where will you make Where will you make to tell it? to involve them? them consider them buy again? the talk about you?