Strategic Brand Building and Marketing for · ©2018 JB Media Institute LLC If you want your brand, products, services, or programs to be memorable and shareable then people must

JBMediaInstitute.com

Welcome

Strategic Brand Building and

Marketing for Organizations and

Communities

#d2cc2d

Please introduce yourself…● Name● Organization/Community● Your #1 reason for taking this track● Top 3 words that describe your brand (i.e. your

region, organization, cause, project, or yourself)

Welcome

#d2cc2d

Co-founder and Lead Instructor of theJB Media Institute, LLC

President of Creative Original, Inc.

Sarah Benoit

#d2cc2d

Agenda

Day 2● Content Branding Guide ● Strategic Marketing Plans● Digital Marketing Strategy● Quantifying Success

Day 1● Introductions ● Branding and Marketing● Mission and Vision● Audiences


Branding and

Marketing

What Is the Difference between

Branding and Marketing?

Branding and Marketing......are the art of expressing what your community or organization brings to the world and making connections with people who have shared values and goals.

©2018 JB Media Institute LLC

https://www.tronviggroup.com/

https://www.tronviggroup.com/the-difference-between-marketing-and-branding/


Marketing...● may contribute to a brand, but the brand is

bigger than any particular marketing effort.● is actively promoting a product or service. ● is pushing out a message to get sales results

Marketing is tactical.




Branding...● should both precede and underlie any marketing effort. ● is not push, but pull.● is the expression of the essential truth or value of an

organization, product, or service. ● is communication of characteristics and values that clarify

what this particular brand is and is not.

Branding is strategic.




The brand is what remains after the marketing has swept through the room.

It’s what sticks in your mind associated with a product, service, business, or organization—whether or not, at that particular moment, you bought or did not buy.




Basic Brand Guide Logos: color, black and white versions Photos: hi-res and low-resColors: PMS/CMYK for print and RGB/HEX for screensBasic Contact Info: who provides additional graphic assets


Expanded Brand Guide Logos: with and without tagline Photos/Graphics: actions shots, headshots, images with quotes, event or campaign graphics (have versions for print and for e-newsletters, social media, websites, etc)Tone: share at least 5 - 10 words or phrases that describe your brandLanguage: preferred adjectives/nouns/verbs and terminology to avoidMission and Vision Statements: clarify the purpose of your organization or communityAudience Personas: outline the audiences you are hoping to attract Leadership Quotes: quotes from the top 1 - 3 leaders in the organization or community


The Power of Feeling


Make people the center of your

marketing and communications.

Put their experience first.


Neuroscientist Antonio Damasio discovered that when

individuals make decisions, they use the cognitive and

emotional parts of their brain.

When individuals face complex and conflicting choices

they rely on emotional processes even more.

Somatic Marker Hypothesis 1994

Emotion Affects Decision Making

https://en.wikipedia.org/wiki/Somatic_marker_hypothesis


Emotions also help memories more deeply encode in the brain.

The more someone feels about a person, situation, company, or product the more memorable it is.

http://mercercognitivepsychology.pbworks.com/w/page/32235621/Emotion%20and%20Memory

Emotion Affects Memory

http://mercercognitivepsychology.pbworks.com/w/page/32235621/Emotion%20and%20Memory


If you want your brand, products, services, or programs to be memorable and shareable

then people must feel something.

Branding and marketing are excellent opportunities to share the love, pain, joy,

happiness, struggles, dreams, successes, etc.


“I define connection as the energy that exists between people when they feel seen, heard, and valued…- Brene Brown

#d2cc2d

Questions?

“You do amazing things. More people should know.”


Mission and Vision

What are Mission and Vision Statements?

A Mission Statement defines a community or organization’s current and immediate goals and its approach to reach those objectives. It simply explains the organization or community’s reason for existing.

A Vision Statement describes the desired future of the organization or community. Your Mission supports your Vision.

Elements of Mission and Vision Statements are often combined to provide a statement of purpose and direction.


Share your story.


Your vision statement should inspire people to dream; your mission statement should inspire them to action.

Why is Mission and Vision important?


https://ctb.ku.edu/en/table-of-contents/structure/strategic-planning/vision-mission-statements/main

● Identify top priorities and get focused.● Remember what is most important in your daily work.● Give others a snapshot view of whom your group is and what it wants to

do. ● Make it easier to recruit people and partners to join in your effort.● Invite people to take ownership during the development process. ● Attract people with common values. ● Give hope for a better future.● Inspire people through positive, effective action.● Convert a broad vision into more specific, action-oriented terms.● Enhance your organization's image


Mission



A one-sentence statement that grounds your vision in practical terms. Your mission must describe WHAT you are going to do and WHY. Mission statements are concrete and action-oriented.

The mission statement may refer to a problem and, broadly, to how your organization might fix these problems.

Make sure you mission is: ● Concise● Outcome-oriented● Inclusive


Vision


A one-sentence statement that expresses the future you are ultimately working towards. How would the world look if the issues were truly addressed.

There are certain characteristics that most vision statements have in common. In general, vision statements should be:

● Understood and shared by members of the community● Broad enough to include a diverse variety of local perspectives● Inspiring and uplifting to everyone involved ● Easy to communicate




Your vision and mission should both reflect what is most important to your community, region, or team.

Examples


Human Rights Campaign

● M: Working to achieve lesbian, gay, bisexual and transgender equality. ● V: Equality for everyone

Feeding America

● M: To feed America’s hungry through a nationwide network of member food banks and engage our country in the fight to end hunger.

● V: A hunger-free America

San Diego Zoo

● M: SDZ is a conservation, education, and recreation organization dedicated to the reproduction, protection, and exhibition of animals, plants, and their habitats.

● V: To become a world leader at connecting people to wildlife and conservation.

https://topnonprofits.com/examples/nonprofit-mission-statements/

https://topnonprofits.com/examples/nonprofit-mission-statements/

Examples


Oxfam

● M: To create lasting solutions to poverty, hunger, and social injustice.● V: A just world without poverty

National Multiple Sclerosis Society

● M: We mobilize people and resources to drive research for a cure and to address the challenges of everyone affected by MS.

● V: A World Free of MS

The Nature Conservancy

● M: To conserve the lands and waters on which all life depends. ● V: To leave a sustainable world for future generations.

https://topnonprofits.com/examples/vision-statements/

https://topnonprofits.com/examples/vision-statements/

Cabarrus County, NC

©2018 JB Media Institute LLChttps://www.cabarruscounty.us/resources/america-thrives-here

https://www.cabarruscounty.us/resources/america-thrives-here

#d2cc2d

Questions?



Audience Personas

What are Audience Personas?

● An individual with internal and external features similar to your audience

● A person whose goals mirror your audience● A character who has everyday struggles that

your audience can immediately relate to


“Good marketers see consumers as complete human

beings with all the dimensions real people have.”

- Jonah Sachs

Author of Winning the Story Wars: Why Those Who Tell—and Live—the Best Stories Will Rule the Future

https://www.amazon.com/s/?ie=UTF8&keywords=winning+story+wars&tag=googhydr-20&index=aps&hvadid=194540767402&hvpos=1t1&hvnetw=g&hvrand=17222364677742605899&hvpone=&hvptwo=&hvqmt=e&hvdev=c&hvdvcmdl=&hvlocint=&hvlocphy=9010328&hvtargid=kwd-318613514835&ref=pd_sl_4qnhxtcbbw_e

#d2cc2d

How to Create Audience Personas

● Age● Gender● Income● Occupation● Education level● Geography● Marital Status

Go beyond traditional demographics...

● Lifestyle● Hobbies● Career goals● Political affiliations● Religious values● Priorities in life● Aesthetic taste● Obstacles● Fears● Assumptions

Why are audience personas

important?


https://coschedule.com/blog/user-persona/


Why are audience personas important?



You’ll be able to:

● see a clearer picture of the external and internal life of your target audiences

● generate more relevant content ideas● write content faster● potentially increase your conversion rates


#d2cc2d

Questions?


QUESTIONS?

“You do amazing things.More people should know.”


#d2cc2d

Upcoming Events and Trainings

Our new Introduction to Tourism and Local Marketing course launches this month Sign up today.

Next online cohorts start TODAY and Oct. 8, 2018. Contact Genna at [email protected] for more info.

Next FREE Digital Drop-in is Oct. 3, 2018

Sign up here.

mailto:[email protected]

http://www.jbmediagroupllc.com/free-webinar/


You are the magic.

Documents

Strategic Brand Building and Marketing for · ©2018 JB Media Institute LLC If you want your brand, products, services, or programs to be memorable and shareable then people must