How to Develop Your Brand - Melissa Forziat Events and Marketing
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Transcript of How to Develop Your Brand - Melissa Forziat Events and Marketing
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1) Your brand is not what YOU think it is. It is what THEY think it is.2) Make branding decisions based on what appeals to your target market.3) Be clear and consistent with the message of your brand.
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For ____________________________________ (state the target market)who want or need ___________________ (state what they lack)my company provides _______________ (state what you give them)that benefits them by ________________ (state the primary benefit)so they can ____________________________ (state the positive outcome)
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For engaged couples who are planning a wedding
who want or need eco-friendly event styling for their wedding
my company provides eco-friendly styling to showcase their wedding theme
that benefits them by customizing their wedding while protecting the environment
so they can have their big day look perfect, protect the environment, and not spend time on décor!
For nonprofit development officers
who want or need an impressive, eco-friendly event within a limited budget
my company provides eco-friendly, professional, affordable styling options
that benefits them by showcasing a professional, eco-friendly fundraiser to impress donors
so they can create a high-quality perception to get more donations within budget.
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1) Be specific. Be precise. 2) Multiple target markets? Multiple brand statements. 3) Tailor the outcome to show exactly how you help.4) The brand statement is your core messaging.
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SERIF
Formal
Traditional
Respectable
Reliable
Authoritative
Good for print –
body of content
SANS SERIF
UniversalSimpleStableClean
Good for web –body of content
Script
FeminineFancyElegantCreative
Good for invitations
DISPLAY / DECORATIVE
EXPRESSIVEAMUSINGUNIQUEBOLDMEMORABLE
Good for headlines
MODERN
COOL
DISTINCT
PROGRESSIVE
STYLISH
Good for
niche markets
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Order, logic, security
Energy, power, masculinity
Connection, community, femininity
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Tuesday, February 21: Smart Principles of Marketing MessagingTuesday, March 7: Define and Reach Your Target MarketTuesday, March 21: Building Your Online Marketing Strategy
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