Key Rules of Thumb
> Do not sell ice cream to Eskimos
> With limited resources you need to focus your aim
> Don't wear shorts to Opera, choose the right look.
> Prices and benefits inform. Stories – sell.
> Trust the people who know the process.
> Consistency leads to recognition.
> Partner with people who 'get it'. Budgets apply.
> With limited resources you need to focus your aim
> Don't wear shorts to Opera, choose the right look.
> Prices and benefits inform. Stories – sell.
> Trust the people who know the process.
> Consistency leads to recognition.
> Partner with people who 'get it'. Budgets apply.
Words you will come across:
Strategic & Brand Foundations
Brand Equity
The intangible value built up in people’s minds about a brand.
The intangible value built up in people’s minds about a brand.
Brand Architecture
How different brands, sub-brands, and products fit together in a company’s portfolio.
How different brands, sub-brands, and products fit together in a company’s portfolio.
Brand Personality
The set of human traits/character a brand expresses.
The set of human traits/character a brand expresses.
Brand Promise
The core commitment a brand makes to its customers.
The core commitment a brand makes to its customers.
Brand Guidelines
Rules on how the brand is expressed visually and verbally.
Rules on how the brand is expressed visually and verbally.
Mission Statement
The brand’s purpose today.
The brand’s purpose today.
Vision Statement
The brand’s long-term aspiration.
The brand’s long-term aspiration.
Value Proposition
The unique benefit you promise to deliver.
The unique benefit you promise to deliver.
Campaign & Messaging
USP (Unique Selling Proposition)
The key differentiator that sets the brand apart.
The key differentiator that sets the brand apart.
CTA (Call to Action)
The action you want your audience to take.
The action you want your audience to take.
Tone of Voice (TOV)
The personality in written/spoken communication.
The personality in written/spoken communication.
Messaging Framework
Hierarchy of brand messages, from main claim to support points.
Hierarchy of brand messages, from main claim to support points.
Tagline
A short phrase, often used consistently with the logo.
A short phrase, often used consistently with the logo.
Insight
A deep truth about the consumer that drives the campaign idea.
A deep truth about the consumer that drives the campaign idea.
Media & Channels
Touchpoint
Any point where a consumer interacts with the brand.
Any point where a consumer interacts with the brand.
Earned Media
Publicity gained organically (PR, word of mouth, social shares).
Publicity gained organically (PR, word of mouth, social shares).
Owned Media
Channels controlled by the brand (website, app, social accounts).
Channels controlled by the brand (website, app, social accounts).
Paid Media
Ads you pay for (digital, TV, print, etc.).
Ads you pay for (digital, TV, print, etc.).
Content Marketing
Long-form value-driven materials (blogs, guides, whitepapers).
Long-form value-driven materials (blogs, guides, whitepapers).
Influencer Marketing
Partnerships with individuals who influence your audience.
Partnerships with individuals who influence your audience.
Guerrilla Marketing
Low-cost, unconventional stunts to create buzz.
Low-cost, unconventional stunts to create buzz.
Research & Analytics
Market Segmentation
Breaking down your audience into smaller groups.
Breaking down your audience into smaller groups.
Persona
A semi-fictional profile of a typical customer.
A semi-fictional profile of a typical customer.
Benchmarking
Comparing performance against competitors or industry standards.
Comparing performance against competitors or industry standards.
Conversion Rate (CR)
The % of users who take a desired action.
The % of users who take a desired action.
ROI (Return on Investment)
How much return the brand gets from a spend.
How much return the brand gets from a spend.
CTR (Click-Through Rate)
The % of users clicking an ad/link.
The % of users clicking an ad/link.
Impressions
How many times content was displayed.
How many times content was displayed.
Engagement Rate
The % of interactions (likes, shares, comments).
The % of interactions (likes, shares, comments).
Production & Creative
Key Message
The single most important idea communicated in an ad.
The single most important idea communicated in an ad.
Visual Identity (VI)
The visual system of a brand (logo, typography, color, imagery).
The visual system of a brand (logo, typography, color, imagery).
Typography
Chosen fonts and their use rules.
Chosen fonts and their use rules.
Grid System
Layout framework for design consistency.
Layout framework for design consistency.
Mockup
A realistic draft showing how the design looks in context.
A realistic draft showing how the design looks in context.
CTA Button
The clickable button in digital ads or websites that drives action.
The clickable button in digital ads or websites that drives action.
Hero Image
The main leading image in an ad, website, or campaign.
The main leading image in an ad, website, or campaign.