Brand Positioning and Key Messages: Findings Presentation

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Brand Positioning and Key MessagesFindings
Presentation

• March 9, 2008

Prepared for
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Agenda

• Introductions
• Timeline
• Branding Overview
• Non-Profit Brand Audit
• Discovery Results
• Recommendations
• Open Discussion
• Next Steps

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In a word
Just do it.
competence
embracing
transforming
Love
Change
highly-committed
Passionate
caring
concerned
Strategic
hard-working
high-energy
growing
Vibrant
Intensive
Emerging
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Brand Personality

• Based on discovery interview findings and brand
  statement, Taproot created 4 brand personality
  options from which to choose
• A brand personality serves as the tone and manner
  for communicating your message to all stakeholders

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Fireman

• Personality
• Specialized services
• Intensive
• Longer-term work
• Why they care
• Not like beat cop who deals with day-to-day
  problems
• Approaches a problem strategically
• Intensively evaluates a problem
• Develops and executes plan

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Nurturing Mother

• Personality
• Loving
• Cares about you and wants to see you succeed
• Makes you feel good about your involvement
• Organizing behind the scenes
• Resourceful
• Congenial
• Wants everyones experience to make them feel
  special
• Why she cares
• Her job is to make sure everyone has a good,
  positive experience
• She believes in the mission of TBC
• She likes her neighbors, and cares about their
  experiences
• She doesnt want people to leave

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Good Samaritan

• Personality
• Creative yet sensible
• Plans, designs, knows where to place things
• Why he cares
• Wants the area around them to beautiful with
  solid foundations
• Wants to make environment work efficiently so
  residents know where to go and how to get there

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Optional The Bull

• Personality
• Firebrand preacher
• Activist
• Opinionated and judgmental
• Not afraid to offend people doesnt sugar-coat
• Passionate
• Evangelical
• Wont let you escape until you hear his point
• Takes a stand for what he believes in
• Why he cares
• Go-getter
• Deeply cares about the neighborhood
• Wants to see it succeed
• He doesnt take no for an answer

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Personality Implications
Fireman Nurturing Mother Good Samaritan
Saving lives Sense of urgency Whatever it takes attitude Bringing hope for a better tomorrow. Loving Care and empathy Nurturing Love is our middle name. Approachability Resources Assists and builds alongside Lending a hand to those in demand.
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Key Message Targets

• Key Messages
• Internal Usage
• External Usage
• Donors

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Next Steps
Milestone Owner Date
Select brand positioning TBC
Refine positioning as needed and craft key messages Taproot
Present revised brand strategy to TBC Taproot
Present key messages Taproot
Present/train Board on brand strategy and key messages Taproot
Deliver closing, process evaluation Taproot/TBC
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Appendix Program Offering Grid
Multi Offerings
Global Focus
Local Focus
Single Offerings