build your brand
DESCRIPTION
Give your company a singular vision and provide your employees with direction by first outlining your brand. Your brand includes not only your vision and mission, but also your strategic goals and short and long term plans to achieve them.TRANSCRIPT
Always Forward…
Build your BRANDby Mark Krebs
VISION
Always Forward…
Your company’s VISION is an aspirational
statement that anyone in the company should
be able to easily understand and explain.
Always Forward…
VISION
Always Forward…
MISSION
VISION
Your company’s MISSION is a strategic & dynamic
statement that can change over time. If your
company has multiple brands, each brand can have
a different mission, but it should always check back
to the VISION.
Always Forward…
MISSION
VISION
Always Forward…
MISSION
STRATEGIC OBJECTIVE
VISION
Your company’s STRATEGIC OBJECTIVE should
support the mission by speaking to specific goals.
Internal departments or brands should have their
own strategic objectives. These objectives should
check back to the MISSION.
Always Forward…
MISSION
STRATEGIC OBJECTIVE
VISION
This FOUNDATION will…
Your company’s STRATEGIC OBJECTIVE should
support the mission by speaking to specific goals.
Internal departments or brands should have their
own strategic objectives. These objectives should
check back to the MISSION.
Always Forward…
MISSION
STRATEGIC OBJECTIVE
VISION
This FOUNDATION will…
…provide a quick explanation of your business.
…create a singular direction for decision making.
…set your company apart from the competition.
Always Forward…
MISSION
STRATEGIC OBJECTIVE
VISION
Your company’s STRATEGIC OBJECTIVE should
support the mission by speaking to specific goals.
Internal departments or brands should have their
own strategic objectives. These objectives should
check back to the MISSION.
Always Forward…
RESEARCH
MISSION
STRATEGIC OBJECTIVE
VISION
RESEARCH is next.
Always Forward…
RESEARCH
MISSION
STRATEGIC OBJECTIVE
VISION
RESEARCH should help you determine…
Who are my customers?
What do my customers currently think of my
brand?
Why do my customers choose my company?
Who are my competitors?
Always Forward…
RESEARCH
MISSION
STRATEGIC OBJECTIVE
VISION
RESEARCH is next.
Three Types:
1) EXISTING PROPRIETARY RESEARCH
already done
2) QUANTITATIVE RESEARCH numbers
(ex: surveys)
3) QUALITATIVE RESEARCH emotions (ex:
focus groups )
Always Forward…
RESEARCH
MISSION
STRATEGIC OBJECTIVE
VISION
RESEARCH is next.
Always Forward…
RESEARCH
MISSION
STRATEGIC OBJECTIVE
BRAND STATEMENT
VISION
Your BRAND STATEMENT defines and outlines
your company’s customer-facing initiatives.
Always Forward…
RESEARCH
MISSION
STRATEGIC OBJECTIVE
BRAND STATEMENT
VISION
BRAND STATEMENTS…
Always Forward…
RESEARCH
MISSION
STRATEGIC OBJECTIVE
BRAND STATEMENT
VISION
Your BRAND STATEMENT defines and outlines
your company’s customer-facing initiatives.
BRAND STATEMENTS…
…Guide the creative process.
…Define the target market.
…Make a promise.
…Provoke emotion.
Always Forward…
RESEARCH
MISSION
STRATEGIC OBJECTIVE
BRAND STATEMENT
VISION
Your BRAND STATEMENT defines and outlines
your company’s customer-facing initiatives.
Always Forward…
RESEARCH
MISSION
STRATEGIC OBJECTIVE
BRAND STATEMENT
INTERNALIZE
VISION
Your EMPLOYEES should understand your
VISION, MISSION and OBJECTIVES first.
Always Forward…
RESEARCH
MISSION
STRATEGIC OBJECTIVE
BRAND STATEMENT
INTERNALIZE
VISION
EMPLOYEES will in turn become your first line of
brand ambassadors, educating customer on the
benefits that you can offer.
Always Forward…
RESEARCH
MISSION
STRATEGIC OBJECTIVE
BRAND STATEMENT
INTERNALIZE
VISION
Your EMPLOYEES should understand your
VISION, MISSION and OBJECTIVES first.
The more your EMPLOYEES are involved in the
branding process, the more connected they will
feel to your company.
Always Forward…
RESEARCH
MISSION
STRATEGIC OBJECTIVE
BRAND STATEMENT
INTERNALIZE
VISION
EMPLOYEES will in turn become your first line of
brand ambassadors, educating customer on the
benefits that you can offer.
Your EMPLOYEES should understand your
VISION, MISSION and OBJECTIVES first.
After your EMPLOYEES are equipped with your
brand’s message, your CUSTOMERS should know
via MEDIA.
Always Forward…
RESEARCH
MISSION
STRATEGIC OBJECTIVE
BRAND STATEMENT
EXTERNALIZE
INTERNALIZE
VISION
TV. Direct mail. Newspaper. Radio. Digital.
Social Media. Outdoor. And more.
Always Forward…
RESEARCH
MISSION
STRATEGIC OBJECTIVE
BRAND STATEMENT
EXTERNALIZE
INTERNALIZE
VISION
After your EMPLOYEES are equipped with your
brand’s message, your CUSTOMERS should know
via MEDIA.
MEDIA is expensive.
Always Forward…
RESEARCH
MISSION
STRATEGIC OBJECTIVE
BRAND STATEMENT
EXTERNALIZE
INTERNALIZE
VISION
TV. Direct mail. Newspaper. Radio. Digital.
Social Media. Outdoor. And more.
After your EMPLOYEES are equipped with your
brand’s message, your CUSTOMERS should know
via MEDIA.
MAKE THE CASE to your CFO by showing ROI.
Always Forward…
RESEARCH
MISSION
STRATEGIC OBJECTIVE
BRAND STATEMENT
EXTERNALIZE
INTERNALIZE
VISION
DON’T KNOW HOW? Contact an expert.
Always Forward…
RESEARCH
MISSION
STRATEGIC OBJECTIVE
BRAND STATEMENT
EXTERNALIZE
INTERNALIZE
VISION
MAKE THE CASE to your CFO by showing ROI.
RESEARCH
MISSION
STRATEGIC OBJECTIVE
BRAND STATEMENT
EXTERNALIZE
INTERNALIZE
markkrebs @ windstream.net
Always Forward…
VISION
DON’T KNOW HOW? Contact an expert.
MAKE THE CASE to your CFO by showing ROI.