Branding Boot Camp Module 1
23
Branding Boot Camp Module 1 Determine Your True Market Position Dawn Weathersbee @dawnnwb [email protected]
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Transcript of Branding Boot Camp Module 1
People connect emotionally with brands. They want to trust their favorite brands to deliver
the experience they both desire and expect.
Why Branding?
You need to figure out what you deliver and how you make people feel.
Branding is knowing what you stand for and communicating the values and character of your
product or service.
Why Branding?
You need to get your story straight. You need to tell your story.
What is Brand?
Your Brand IS NOT:
Your Logo
Your Colors
Your Font
...although these are some of your brand elements which make up your brand collateral…
What is Brand?
Your Brand IS: Your Voice in the Marketplace
Your Value
What You Bring to the World
Your Story
Who is Levis?
Above All Else, Levi’s is Authentic
Brand Values Brand Emotions
Quality
Originality
Integrity
Trust
Comfort
Affinity
Who Was Levis?
Who Is Levis, Still?
Who is Goldi?
Above All Else, Goldi is Santa Cruz County
Brand Values Brand Emotions
Active Lifestyle
Community
Self-care
Joy
Security
Optimism
Who is Goldi?
So, Who Are You?
Your Brand IS: Your Voice in the Marketplace
You need to get your story straight. You need to tell your story.Answer Questions 1-5.
Buddy Up, Tell Your Story, Share Out
20 min.
Above All Else, I Am
My Brand Values My Brand Emotions
1.
3.
2.
1.
3.
2.
Who Are You, Really?
What is Market Position?
Competition’s Offerings Your Offerings
Market NeedYour Sweet
Spot
What is Market Position?Product, Price, Promotion, Place
• What are you selling?• How much are you selling it for?• How can you reach your target market?• Where do buyers look for your product or
service?
What Their Market Position?Product, Price, Promotion, Place
• Levis is selling apparel.• Goldi is selling chiropractic, massage, and
health-based products. • Dawn sells marketing communications
services and products.
What Their Market Position?Product, Price, Promotion, Place
• Levis has one of the lower price points in
denim.• Goldi prices according to her local market
for similar offerings.• Dawn prices according to project scope,
client, and market norms.
What Their Market Position?Product, Price, Promotion, Place
• Levis uses all traditional advertising and
social media channels for it campaigns. • Goldi uses Facebook, Instagram, Twitter,
Yelp, Live Events and Mail Chimp• Dawn uses Email, Twitter, Pinterest, Online
Groups, Live Networking, Relationship
Marketing, and Trainings
What Their Market Position?Product, Price, Promotion, Place
• People look for Levis online and in physical
store locations, global • People find Goldi through referrals on Yelp,
through friends and community members, and
through health care providers, local • People find Dawn through referrals and
networking, nationwide
What Is Their Market Position?
High Fashion On Trend
FunctionalTimeless
High Cost Luxury
Low Cost Accessible
This is for general illustration purposes and not absolute.
Most brands would look for market holes and create offerings around those holes, with multiple price points.
This perceptual grid type analysis would be made for each offering, looking at criteria specific to that offering.
What is Their Market Position?• Levis is original, affordable, and iconic.• Goldi is the chiropractor for athletes, active
people, and their families.• Dawn is the consultant who supports your
dreams through helping you find out who you
are and how to connect with your target
audience.
Your Position = How You Are Different than the Others Selling What You’re Selling
What Is Your Market Position?
Research and take notes on:Product, Price, Promotion, Place
Examine Your Competition:
Search Online and Ask “What Would Your Buyers Search For?”
30 min.
What Is Your Market Position?
What is Your REAL offering?
How are You Different from Your Competition?
Ask “Why do people choose my offering over the others?”
30 min.
Thank You So Much!Happy Branding!
Dawn Weathersbee@dawnnwb
Please Evaluate this Module:
http://goo.gl/forms/Zzj662jxHy
