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 • • • • • • 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 • • • • • Prioritize your budget. Set expectations for results. Create materials and communications. Measure results. Adjust accordingly. The tactics are not your brand! Emotional Connection.