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Building a Brand Plan for Marketing Joseph Frost KreativElement.com What is Marketing • Marketing is NOT advertising or sales • Marketing is the Science of Sales • Knowing your Audience • Identifying Needs and Wants • Positioning your Product or Service • Justifies Advertising and Drives Sales What is Branding • Your Brand is Your Story • Told by others • Shared by others • Perceived by others • Branding is your reality Brand Plan • Establish Brand Equity • Leverage Your Brand • Create Brand Share • Brand ROI Brand Equity • Your Story: Values, Vision and Mission • Positioning Statement • Value Proposition • Brand Promise: Tag Line Brand Equity Chart Mission Vision Core Values Why you’re doing what you do – The big picture goal: have to be able to “see it” in your mind’s eye 4-5 beliefs – never compromised everything you do gets measured against Positioning Statement A 1-2 sentence description of How you do what you do and for whom (ie- what markets.) Value Proposition One sentence which conveys to others the Value you provide to your customers..
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