For engaged couples who want eco-friendly wedding styling, the company provides customized eco-friendly styling so couples can have their perfect wedding while protecting the environment. For nonprofit officers who need an impressive yet affordable fundraiser, the company offers eco-friendly and professional styling options, allowing officers to create a high-quality impression to increase donations within budget. The company helps its target markets achieve their goals through customized and eco-friendly solutions.

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3. 3

4. 1) Your brand is not what YOU think it is. It is what THEY think it is.
2) Make branding decisions based on what appeals to your target market.
3) Be clear and consistent with the message of your brand.
4) Put your branding in the right places.
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5. 5

6. For ____________________________________ (state the target market)
who want or need ___________________ (state what they lack)
my company provides _______________ (state what you give them)
that benefits them by ________________ (state the primary benefit)
so they can ____________________________ (state the positive outcome)
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7. For engaged couples who are planning a wedding
who want or need eco-friendly event styling for their wedding
my company provides eco-friendly styling to showcase their wedding theme
that benefits them by customizing their wedding while protecting the environment
so they can have their big day look perfect, protect the environment, and not spend time on décor!
For nonprofit development officers
who want or need an impressive, eco-friendly event within a limited budget
my company provides eco-friendly, professional, affordable styling options
that benefits them by showcasing a professional, eco-friendly fundraiser to impress donors
so they can create a high-quality perception to get more donations within budget.
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8. 1) Be specific. Be precise.
2) Multiple target markets? Multiple brand statements.
3) Tailor the outcome to show exactly how you help.
4) The brand statement is your core messaging.
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9. 9

10. Question #1: B2B or B2C?
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11. Build Your Demographic – B2B
Industry
Mission
Company Size
Role
Their Target Market
Company Culture
Other Key Attributes
11

12. Build Your Demographic – B2C
Gender
Age
Relationships
Culture
Religion
Language
Other Key Attributes
12

13. Comfort /
Pleasure
Cause
Affiliation*
Profit /
Gain
Preventing
Loss
BelongingAvoidance
of Pain
Pride /
Prestige
What is your target market’s pain point?
• B2B – Motivated by economic factors:
some combination of Profit / Gain,
Preventing Loss, and Cause Affiliation
• B2C – Could be motivated by any
combination
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14. The Problem You Solve: _________________________________________
Buyer Motivation: _________________________________________
Emotional Appeal? Yes / No
Which Emotion?: _________________________________________
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15. The Problem You Solve: Creating a unique, eco-friendly event look for them.
Buyer Motivation: Cause, Pleasure, Prestige?
Emotional Appeal? Yes
Which Emotion?: Pride…(which emotions do YOU think of?)
The Problem You Solve: Creating a low-cost, professional, eco-friendly event.
Buyer Motivation: Profit/Gain, Preventing Loss, Cause Affiliation
Emotional Appeal? No
Which Emotion?:
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17. Geography
International
National
Regional/Provincial
City/County
Neighborhood
Spending Their Time
Office, School
Home
Social media
Current Events
Magazines, News
Stores
Exclusive Clubs / Groups
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18. Newsletters
Mail
Social Media
Bulletin Boards
Groups
Advertisements, Brochures
Member Discounts
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20. 20

21. Apple = Innovation
“Think Different.”
Packaging and Design.
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22. 22

23. Cards Against Humanity =
Offensively Humorous
“Cards Against Humanity is a party game
for horrible people. Unlike most of the
party games you've played before, Cards
Against Humanity is as despicable and
awkward as you and your friends.”
FAQs = “Your dumb questions.”
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26. 26

27. SERIF
Formal
Traditional
Respectable
Reliable
Authoritative
Good for print –
body of content
SANS SERIF
Universal
Simple
Stable
Clean
Good for web –
body of content
Script
Feminine
Fancy
Elegant
Creative
Good for
invitations
DISPLAY /
DECORATIVE
EXPRESSIVE
AMUSING
UNIQUE
BOLD
MEMORABLE
Good for
headlines
MODERN
COOL
DISTINCT
PROGRESSIVE
STYLISH
Good for
niche markets
27

28. The Meaning of Words
Changes
with Different Fonts and Visuals
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29. Order, logic, security
Energy, power, masculinity
Connection, community, femininity
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30. Tostitos Logo = 2 people
happily dunking a chip in salsa
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•
•
•

33. 33

34. 1. Be where the people are.
Often.
2. Listen
3. Create Goodwill
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35. It takes at least 7 touches to…
…convert a “lead” into a sale.
…build trust!
Byproducts:
Recency Illusion
Referrals
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36. 1. Businesses from other industries with a similar target market.
2. Local businesses with similar traffic.
3. Businesses in the same industry with which a mutual
agreement can be made for outsourcing or overflow business.
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38. 38

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