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Brand Marketing Plan
Brand Marketing Objective
State what you’re setting out to do. Branding is about changing minds. Marketing is about overcoming obstacles
to the sell. An objective is something specific you want to accomplish. So a brand marketing objective can be
thought of as how you’re going to change customers’ minds about the obstacles that are preventing them from
buying your product.
Brand Promise
Make a one-sentence promise that matters to your audience, is unique to your product or service and above all
believable. This promise should indicate what your product is and whom it’s for.
Brand Attributes
These are words—think talking points—from your brand promise that are leveraged in your brand-building
communications.
Brand Category
Your brand category helps you focus on where you are competing and where you’re not. In case you don’t
know your category, ask your customers. Try to dominate your category.
Example:
Midwestern Teachers College is in the category of third tier teachers colleges in the Midwest.
Brand Positioning
This is a one sentence positioning statement that shows how you are different, better or more special than your
competition. This is the message you plan to put into the minds of potential clients. when they think of your
business.
Example:
This campaign attempts to brand [COMPANY NAME] as the… “[ADD STATEMENT]
Positioning Anchors
This is the evidence you supply to back up your promise. This information is vital to your marketing efforts.
Example:
The [COMPANY’S] brand positioning statement is supported by the following positioning anchors :
1. Proof A
2. Proof B
3. Proof C, etc.
Audience
This is where you display your audience research and admissions diagnostics.
Advertising
Here’s where you would list all of your advertising placements. This data would include the medium, vendor,
description, size, execution date, due date, number of impressions and cost. These efforts should align with both
your audience and brand message.
Budget
Details how much money you are investing in this plan.
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