As we develop our new website, we need to more succinctly, energetically, and directly communicate who we are, the transformational nature of our process, and what our competitive advantage is in the area of diversity/inclusion/multicultural consulting.
One advantage we have is that Pyramid Consulting has already done the research into the competitive landscape and current public perception of the organization. (They also interviewed our clients.) Between their "excellent comprehensive report" (per our Account Manager at CAF) and our current verbiage heavy materials, we have the foundational materials for this project.
Description
Put simply, Brand Messaging should be the gateway to your Organization’s public face. It’s a crib sheet that ensures all your messages are clean, consistent and unfailing at communicating your one-of-a-kind personality and vision. Start here and you’ll find overall your campaigns are more polished, professional and unified as a result.
Deliverables
A 3-6 page brand messaging document that articulates Organization's personality and vision, values and differentiators that set the Organization apart and defines Organization’s vision in terms of effective brand messaging.
Recommendations for brand messaging that enforce a consistent, wide-ranging application of organization's brand identity.
A short tagline that can be used in emails and public communication.
4-5 recommendations on how to communicate brand messaging in daily operations (email, marketing materials, etc.).
Professional and Organization meet to review the Brand Messaging Brief.
Professional leads a brand exploration meeting to brainstorm and to understand your Organization's mission and vision, current brand, goals, target audience, competitors and desired branding objectives.
Professional analyzes Organization's existing brand messaging as communicated through the mission and vision statement, website and any available marketing materials to understand how the brand is currently communicated
Professional researches competitive landscape and current public perception of Organization.
Organization and the Professional meet to discuss finding and compare to desired branding objectives.
Professional delivers an initial brand messaging document to Organization.
Organization and Professional meet to review. Organization offers feedback.
Professional incorporates comments and finalizes brand messaging document.
Organization completes Catchafire’s project survey within 30 days of success.
Prerequisites
Professional
Background in brand management, marketing, advertising, or public relations.
Experience leading a branding exercise and creating brand messaging.
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