Branding brainstorm

for new businesses

Why messaging is important

• Easy for customers to recognise and understand

• Conveys the essence of the company

• Drives company direction

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What is eff ective messaging?• Simple

• Conveys a message

• Unified across platforms

What is effective messaging?

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How is messaging used• Eliciting different responses

• Think – brand awareness, understanding, conviction, informative, generic, pre-emptive, credibility

• Feed – brand image & personality, liking desire, self identity

• Do – buy, try, repeat, visit, contact, engage

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Target market

• Who is the target market?

• How do we know this?

• How are we going to reach them?

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Who are you talking to?

Are we aiming for 34 year old homeless junkies?

How do we who your ideal target market is? Have you researched?

How are we going to reach them?

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Know thy enemies

Who is aiming for the same target market?

How are they doing it?

What does the target market think of them?

What are they missing?

How do you want your brand to be perceived?

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Voice

FunSerious

Formal

Casual

Entertaining

Boring

Sarcastic

Cynical Ironic

Defi ning messaging

• Speak with a singular voice • Everyone should agree on who you are and

what value you bring to your customers• Stick to it

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Unify

Simplify

• Create clear and compelling messages Customers, employees, your mum should all easily understand your message and why they should care

• Make it memorable The easier it is to remember the easier it is for people to become ambassadors

Q. The primary messaging and secondary messaging?

Defi ning messaging

Defi ning messaging

• Work strategically to reinforce your brand where it counts

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Amplify