branding basicsandweb marketingkuehnvisionpoint

> AENC: Advanced Marketing> VisionPoint Marketing> May 17, 2011

Tuesday, May 17, 2011

visionpoint overview


VisionPoint Media, Inc. Copyright © 2011. All rights reserved.

> established in March 2001

> located in Raleigh, NC with 14 employees

> specialize in online marketing consultation and execution

> strategy through to execution and measurement

> numerous design and business awards

> focus on what’s right for client (research, design, tech agnostic)

> higher education, non-profits and B2B

highlights



our process



> >



sample tasks by phase



core offerings

> strategy

> branding

> web design &

development

> SEO

> paid search

> email marketing

> social media

> print collateral

> integrated campaign


brand



a logo is not your brand

from Design, Form, and Chaos

~ Paul Rand : father of American corporate identity: IBM, ABC, Westinghouse, UPS, etc

> a logo does not sell, it IDENTIFIES

> a logo is rarely a description of a business

> a logo derives its meaning from the QUALITY OF THE THING IT SYMBOLIZES, not the other way around

> a logo is LESS important than the ‘product’ it signifies, what it REPRESENTS is more important than what it looks like


the branding process


1. getting to know you> research, research and more research> interviews

> competitor analysis


2. develop strategy & define personality> words & concepts, not visuals> attributes

> tag line> positioning statement> visual vocabulary


3. build your tool box> core visual elements> logo

> colors> typography


4. stockpile the arsenal> develop support materials that have specific uses> stationery

> development book> website> email templates> donor presentation


5. grow & maintain> develop a sophisticated marketing strategy that will support the goals of the organization


brand attributes


Brand Attributes are...> words or short phrases that encompass the personality of a brand> inspirational

> rallying points> criteria for strategic and tactical decisions > the foundation for brand development


Brand Attributes are NOT ...

> a detailed description of what you do> granular

> your organization’s tag line> meant to spark a discussion over semantics


case study


The Hamner Institutes for Health Sciences



> 30 year-old, world-renowned institution

> completely re-inventing itself

the challenge

> defined marketing strategy and marketing plan

> re-named and re-branded (from CIIT to The Hamner)> attributes, positioning statement, logo, tagline, stationery,

signage, website, etc

what we did



Brand Attributes


CollaborationThe central theme of The Hamner

Point of convergence

ALMOST goes without saying


Distinction/ExcellenceDr. Hamner is renowned for his commitment to excellence

Rallying point / pride for The Hamner

Become even more distinguished in a very distinguished field through commitment to excellence


ScholarshipResearch is foundation

UNWAVERING commitment to the highest level pursuit of NEW KNOWLEDGE


Credibility30+ years of independent research & relationships with private sector and government

Leverage CIIT’s reputation of being Independent, trustworthy, neutral

Highest levels of integrity


CommunityThe Hamner is dedicated to improving community (locally and globally)

Unique in this part of country

Involved locally via charitable acts, educational events & economic developmentGlobally involved by enabling r&d that serves all humanity


PassionEmotional

Performing at the HIGHEST LEVEL.

Enabling innovationThis is our CALLING ... we are purpose-driven

We are TRULY BETTERING THE HUMAN CONDITION!



Attribute Constituent Group

Collaboration All groups

Distinction / Excellence Internal + all others

Scholarship Research / Universities

Credibility Pharma / Government

Community Local + global

Passion Internal + all others

brand attributes


tag line


The Hamner > Employee Event > 06 .14 .07


Where great minds & medicine meet.




Where great minds & medicine meet.

great = distinction / excellence

great minds = scholarship / research

medicine = pharma / passion / calling

meet = collaboration / community


Visual VocabularyWhat is it?

> exploratory visual exercise> helps us quickly test visuals against the brand attributes> helps answer: “Roughly, what do we want to look like?”



clean but not enough ‘distinction’



probably not



possibilities: credible, community



some potential



clean, nice, quiet



scholarship, credibility: yes > community, passion: not so much



very collaborative > not so credible



credible: yes > distinct, passionate: definitely not



an opportunity for differentiation exists



possibilities


concept> a flexible brand approach where the logo takes on properties of what it represents

> a sheet of paper (representing research) is the vehicle> a blank canvas onto which we can project visions of the future> this approach allows for unlimited growth and flexibility> more of a modern twist YET simple enough to be timeless


online marketing



> Website users can’t find what they’re looking for.

> People don’t understand what we do and why we are valuable.

> Our technology is a barrier to communication, not an enabler

(Impedes our ability to market ourselves).

> Our targets don’t know about us.

What are the most common challenges that organizations have?



> Website users can’t find what they’re looking for = IA

> People don’t understand what we do and why we are valuable =

Messaging & Content Development

> Our technology is a barrier to communication, not an enabler

(Impedes our ability to market ourselves) = CMS

> Our targets don’t know about us = Online Outreach

How can online marketing solve these problems?


NC State University Jenkins MBA Program


sample process & deliverables



create: information architecture



create: visual design



create: build


where to start?


mini creative brief

> goals

> 5 personality characteristics of your organization

> target audience segments


lunch > Q & A


branding basicsandweb marketingkuehnvisionpoint

Documents

hamner attributes

b2b visionpoint media

etcvisionpoint media

othersvisionpoint media

phasevisionpoint media

processvisionpoint media

hamner institutes fo

hamner employee event