EFFECTIVE BRANDING IS MORE THAN

POSITIONING

THE TERMS "BRANDING"

AND "POSITIONING" ARE

OFTEN USED

INTERCHANGEABLY

THEY ARE ACTUALLY

DIFFERENT YET RELATED

CONCEPTS

"YOUR BRAND IS WHAT

OTHER PEOPLE SAY ABOUT

YOU WHEN YOU'RE NOT IN

THE ROOM" JEFF BEZOS, FOUNDER OF AMAZON

STRATEGIC POSITIONING IS

A CRITICAL COMPONENT

OF EFFECTIVE BRANDING

COMPREHENSIVE BRAND

PLATFORMS ARE BUILT ON

8 CLOSELY INTEGRATED

ELEMENTS

BRAND PROMISE WHAT THE BRAND

COMMITS TO

CUSTOMERS. IT'S THE

VALUE PROPOSITION

01

TARGET AUDIENCE 02 WHO DOES THE

BRAND WANT

TO ATTRACT?

BENEFITS 03 ENDURING BRANDS

APPEAL ON BOTH

FUNCTIONAL &

EMOTIONAL LEVELS

FUNCTIONAL BENEFITS

THIS DESCRIBES

WHAT BRANDS "DO"

AND THE SOLUTION

THEY PROVIDE

CUSTOMERS

EMOTIONAL BENEFITS

THIS DESCRIBES

HOW THE PRODUCT

MAKES CUSTOMERS

FEEL

THE "MENTAL

SPACE" A BRAND

OCCUPIES IN THE

MINDS OF A TARGET

AUDIENCE

04 POSITIONING

CHARACTERISTICS THAT

COMMUNICATE BRAND

IDENTITY, APPEAL &

DIFFERENTIATION

05 BRAND PERSONALITY

HOW BRANDS

COMMUNICATE WITH

AUDIENCES - THEIR

PERSONALITIES

06 TONE OF VOICE

SPECIFIC TYPES OF

MESSAGES USED TO

COMMUNICATE THE

BRAND STORY

07 MESSAGING PLATFORM

MASTER BRAND

MESSAGE

DIFFERENTIATING

MESSAGES

PRODUCT

MESSAGES

M E S S A G I N G P L A T F O R M S

ELEVATOR

SPEECH

$

THIS IS THE VISUAL

REPRESENTATION

OF THE BRAND

08 BRAND IDENTITY

BRAND IDENTITY INCLUDES

LOGO, FONT, COLORS,

ICONOGRAPHY & VISUAL

STANDARDS

EFFECTIVE BRANDING

REQUIRES A WELL-

CONCEIVED AND EXECUTED

STRATEGIC BRAND PLATFORM

POSITIONING BY ITSELF IS

NOT ENOUGH TO COMPETE IN

TODAY'S WORLD

ASCENSION

BRANDRIGHT℠

HELPS LEADING

COMPANIES

STRATEGICALLY

POSITION THEIR

BRANDS IN THE

MARKETPLACE

THANK YOU

ASCENSION GROWTH &

INNOVATION STRATEGIES

CLICK HERE TO LEARN MORE ABOUT

ASCENSION BRANDRIGHT℠

404.250.4547