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Before the Brand: Using Positioning and Messaging to Build Brand Identity
     

Before the Brand: Using Positioning and Messaging to Build Brand Identity

by Leslie Sutherland
 

Brands are created by knitting together multiple marketing elements. Much like an equation:

Look + Features + Benefits + Perception = Brand

But brands are risky business because brands are created in the minds of a group of people. Without conscious effort to create a brand for your product, a brand will be created for you - by your marketplace. Scary

Overview

Brands are created by knitting together multiple marketing elements. Much like an equation:

Look + Features + Benefits + Perception = Brand

But brands are risky business because brands are created in the minds of a group of people. Without conscious effort to create a brand for your product, a brand will be created for you - by your marketplace. Scary thought. Instead, take control of your brand by defining what your brand is before your marketplace does.

Positioning and messaging help you do this.

Positioning helps you establish what makes your product exceptional. It establishes who your target market is, why your product will appeal to that market, and why your product beats the competition.

While positioning gives you the fuel to influence your target market, messaging is the engine that conveys the significance of that position. When you have these two pieces in place, you have a foundation that makes generating a perception about your brand much easier.

In this book, will learn how to create the tools of positioning and messaging:

- Positioning Statement
- Value Proposition
- Key Messages
- Proof Points
- Brand Message Architecture
- Messaging Document

Use these tools to direct the attention of your target markets and other audiences to your greatest strengths and most important differentiators. Armed with this information, the customer facing organizations in your company, your customers, and those who read or learn about your products will be that much more likely to create a perception of your brand that you are happy with.

Product Details

BN ID:
2940011218484
Publisher:
Leslie Sutherland
Publication date:
02/10/2011
Sold by:
Smashwords
Format:
NOOK Book
File size:
2 MB

Meet the Author

Leslie Sutherland, CA-AM, is Marketing Practice Lead at Phoenix Consulting Group in Silicon Valley. Leslie is a veteran marketing executive with expertise in global and partner marketing as well as marketing communications. Leslie is actively involved in best practices formation for marketing and partnerships and is on the teaching faculty for the American Management Association. From 2005 - 2008, she was a global board member of the Association of Strategic Alliance Professionals (ASAP). Leslie on the board and is a past-president of the Silicon Valley/Northern California Chapter of ASAP, and is also a past board member of the Silicon Valley Chapter of the American Marketing Association. Some of the organizations she's worked with include Apple Computer, Adobe, Cisco, Intuit, PayPal, SAP and VMware. Leslie holds a B.A. in International Relations from U.C. Davis. Leslie Sutherland conducts messaging processes for organizations large and small. From global enterprise to single product messaging, contact Leslie if you are looking for a messaging expert to lead your next messaging and positioning process at brand.message@yahoo.com.

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