sdfi fall 2014 naming and positioning hallinan.ppt

8/10/2019 SDFI Fall 2014 Naming and Positioning Hallinan.ppt

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A brand is not a logo.



A brand is not a product.



This is a brand.



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What

Over-simplified version of who we

are, what we do; not specific to

industry or solution; door-opener;

hook

Relative position in market landscape;how/where we fit what’s known

Elevator Pitch

CompetitivePositioning

Why

Summarizes business need and corevalue; sets up the product/solution

messaging

Core Value Proposition

Segmented messages by functionand industry; tailored but consistent

Outlines the technology or innovationfoundation under solutions; defines

evaluation criteria, drives differentiation

HowProduct /Solution Messaging

Technology Criteria & Differentiation(Bullets and Checklist)



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Shapes Have Meaning



Colors Have Meaning



blue

credibility

calming

clean

focused

professional

medical judicial

power

business



green

organic

calming

natural

nurturing

instructional

educationecological

adventurous

youth



red

war

power

strength

danger

desire

loveanger

passion

energy



DOT Signage Standards



RED: stop,danger, anger

Diamond:warning,

construction,incident

Uh oh!



Primary Logo

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sdfi fall 2014 naming and positioning hallinan.ppt

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