2. MAKING A PLAN FOR...
EXTERNAL COMMUNICATION
Objective:
To develop the branding and
communication strategy
1. 2. 3. 4.
By identifying By specifying By shaping an By taking
your audience your product attractive brand action
TM
Your Working Title: _____________________________________________
Hannes Ley: The Story of Change, Day 1
Ruta N Innovation Management Program, Medellín, April 2013
3. IDENTIFYING YOUR AUDIENCE
PERSONA
Demographics
How old is she/he?
Find and show a Where does he/she live? (urban, rural, country, etc.)
typical image
representing your What is his/her family situation?
target group!
Anything else?
Attitudes/Behavior
What is his/her belief system? What’s most important in his/her life?
Name/Title
First + family name What hobbies, topics, news, etc. is he/she interested in?
Job Title What kind of (work) lifestyle does he/she cultivate?
Job Education What media channels/ content does he/she consume?
Yearly income
Relationship with your product
Anything else? Why would this person be interested in your product?
Anything else?
4. IDENTIFYING YOUR AUDIENCE
A DAY IN THE LIFE OF _________
TIMELINE 7-9 AM 9 - 12 AM 12 - 14 PM 14-19 PM 19- 21 PM 21- 12 PM
What is he/
7-9 AM 9 - 12 AM 12 - 14 PM 14-19 PM 19- 21 PM 21- 12 PM
she doing?
What media
is he/she
using?
In what
context does
7-9 AM 9 - 12 AM 12 - 14 PM 14-19 PM 19- 21 PM 21- 12 PM
he/she use
it?
How could he/
she come in
touch with your
product /
advertising?
5. SPECIFYING YOUR PRODUCT
POSITIONING + USP
Please define your product (material, story, features,
benefits:
Please define the product’s USP (Unique Selling
Proposition):
Positioning Statement (Who does what for whom?):
Describe your product in a tweet (140 spaces!):
Find adequate labels for the axes and place your
product and its competitive environment within the
matrix
6. SHAPING YOUR BRAND
A BRAND’S COMPONENTS TM
Brand Promise Brand Values
Brand Essence / Core Idea
Example: xy gives you safety! Example: social, caring, polite, present
Reason to Believe
Reason to Believe Name, Logo, Look & Feel
(Consumer Perspective) Example: xy is here, when you need them.
Example: I feel safe, because I can rely on xy.
7. TAKING ACTION
FIRST MARKETING MEASURES TM
AWARENESS INVOLVEMENT CONSIDERATION PURCHASE LOYALTY ADVOCACY
What story are you How will you get your How will you make How will you make How will you make How will you make
going to tell? audience involved? them consider them buy? them buy again? them talk about you?
buying?
Where are you going Where are you going Where will you make Where will you sell? Where will you make Where will you make
to tell it? to involve them? them consider them buy again? the talk about you?
