EFFECTIVE BRANDING IS MORE THAN
POSITIONING
THE TERMS "BRANDING"
AND "POSITIONING" ARE
OFTEN USED
INTERCHANGEABLY
THEY ARE ACTUALLY
DIFFERENT YET RELATED
CONCEPTS
"YOUR BRAND IS WHAT
OTHER PEOPLE SAY ABOUT
YOU WHEN YOU'RE NOT IN
THE ROOM" JEFF BEZOS, FOUNDER OF AMAZON
STRATEGIC POSITIONING IS
A CRITICAL COMPONENT
OF EFFECTIVE BRANDING
COMPREHENSIVE BRAND
PLATFORMS ARE BUILT ON
8 CLOSELY INTEGRATED
ELEMENTS
BRAND PROMISE WHAT THE BRAND
COMMITS TO
CUSTOMERS. IT'S THE
VALUE PROPOSITION
01
TARGET AUDIENCE 02 WHO DOES THE
BRAND WANT
TO ATTRACT?
BENEFITS 03 ENDURING BRANDS
APPEAL ON BOTH
FUNCTIONAL &
EMOTIONAL LEVELS
FUNCTIONAL BENEFITS
THIS DESCRIBES
WHAT BRANDS "DO"
AND THE SOLUTION
THEY PROVIDE
CUSTOMERS
EMOTIONAL BENEFITS
THIS DESCRIBES
HOW THE PRODUCT
MAKES CUSTOMERS
FEEL
THE "MENTAL
SPACE" A BRAND
OCCUPIES IN THE
MINDS OF A TARGET
AUDIENCE
04 POSITIONING
CHARACTERISTICS THAT
COMMUNICATE BRAND
IDENTITY, APPEAL &
DIFFERENTIATION
05 BRAND PERSONALITY
HOW BRANDS
COMMUNICATE WITH
AUDIENCES - THEIR
PERSONALITIES
06 TONE OF VOICE
SPECIFIC TYPES OF
MESSAGES USED TO
COMMUNICATE THE
BRAND STORY
07 MESSAGING PLATFORM
MASTER BRAND
MESSAGE
DIFFERENTIATING
MESSAGES
PRODUCT
MESSAGES
M E S S A G I N G P L A T F O R M S
ELEVATOR
SPEECH
$
THIS IS THE VISUAL
REPRESENTATION
OF THE BRAND
08 BRAND IDENTITY
BRAND IDENTITY INCLUDES
LOGO, FONT, COLORS,
ICONOGRAPHY & VISUAL
STANDARDS
EFFECTIVE BRANDING
REQUIRES A WELL-
CONCEIVED AND EXECUTED
STRATEGIC BRAND PLATFORM
POSITIONING BY ITSELF IS
NOT ENOUGH TO COMPETE IN
TODAY'S WORLD
ASCENSION
BRANDRIGHT℠
HELPS LEADING
COMPANIES
STRATEGICALLY
POSITION THEIR
BRANDS IN THE
MARKETPLACE
THANK YOU
ASCENSION GROWTH &
INNOVATION STRATEGIES
CLICK HERE TO LEARN MORE ABOUT
ASCENSION BRANDRIGHT℠
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