Getting the Most
From Your Brand
Research
Brand
Analysis
Assumptions
Value Based
The Only One Like You
Service Oriented
How is your brand positioned?
Financially Stable
Well Known Name
Innovation
How do you
communicate your
position?
Positioning Points
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Who should be involved?
Agreement with all parties involved.
Research should lead the discussion.
Remove assumptions.
Create what makes your brand special.
Limit your Positioning Points to Seven(7)
Location unmatched in beauty and
proximity to everything.
Unparalleled employee dedication and longevity
Brand Platform
• Let an independent group/person create your
Brand Platform.
• Remove all current perceptions.
• Look at the competition.
• Get buy-in from management team and
residents.
Ask a Few Important Questions…
Have you identified/verified your target?
•Demographics
•Psychographics
•Lifestyle
What is the ONE thing you want to say?
•One Thing
•One Thing
•One Thing
What is your USP?
•What makes you unique?
•What differentiates you?
•Is it compelling?
•Is it realistic?
Positioning
Statement
(Insert Your Company Name Here)
provides its customers with an amazing product that
uses its technology and innovation to inspire the people
that interact with it to (Insert Product Benefit).
Keywords
Tagline
Your tagline needs to be
honest and represent what
your product is or what
the customer needs.
Tactics with Plan
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Prioritize your budget.
Set expectations for results.
Create materials and communications.
Measure results.
Adjust accordingly.
The tactics are
not your brand!
Emotional
Connection.