BRAND THE UNBREAKABLE FRAME

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STORIES ARE GREAT TOOLS THAT ALLOW PEOPLE TO CONNECT WITH AND ASSIGN VALUE TO A MESSAGE OR IDEA. They have the power to influence behavior, inspire action and persuade perspectives. Telling stories about the brands we market is at the core of what we do as impactful communicators. We spend most of our time trying to protect the frame that others attempt to put around our organizations. We believe there are three levers of identity that people use when describing most B2B and professional services organizations: relationships, reputation and intellectual property. Failing to adequately frame the conversation around your brand surrenders your story to the competition and other stakeholders that try and frame it for you. The story becomes disjointed. Experiences that your audiences have with your brand, on or offline, greatly influence how others perceive you. However, these messages don’t always consistently reflect your organization’s true essence. IN SHORT: It creates an unclear and complicated mess. It takes a well-articulated and differentiated brand to frame the conversation around these three levers, and an even stronger one to do that when you’re not in the room to speak for it. 2
SO <strong>THE</strong> INEVITABLE QUESTION THAT IS ON YOUR MIND IS: WHY IS THIS HAPPENING? “ WHY ISN’T MY <strong>BRAND</strong> WORKING FOR ME? “ We believe it is largely because of a misunderstanding around positioning and value propositions. When positioning isn’t clear, organizations typically have a broken view of their competitive or comparative set. And in our experience, marketers have too narrow a view of their value proposition, resulting in brands with very similar core messages (see such bland terms as trustworthy, client-focused, results-driven or collaborative). These core messages simply do not serve to differentiate. A truly differentiated brand is an unbreakable frame built from the consistent use of identity and character across all communications channels. It is a lens through which all of your communications flow, and it gives context to who you are as an organization. We’d like to take an in-depth look into how to construct this unbreakable frame and highlight the importance of digital-first thinking within your marketing efforts. In doing so, we will further explore how true brand differentiation is key to telling the compelling story your organization needs. 3
Page 1: BRAND: THE UNBREAKABLE FRAME BY RYA
Page 5 and 6: DEFINING BRAND & TRUE DIFFERENTIATI
Page 7 and 8: THE BRAND PLAN PYRAMID SECTION I St
Page 9 and 10: THINKING DIGITALLY SECTION II When
Page 11 and 12: MARKETING TECHNOLOGY FOR BRAND MARK
Page 13 and 14: DEFINE YOUR DIRECTION (CONT.) SECTI
Page 15 and 16: EXPRESS YOUR ORGANIZATIONAL CHARACT
Page 17 and 18: CONCLUSION BRAND is no longer simpl
Page 19: ABOUT One North is a digital agency

BRAND THE UNBREAKABLE FRAME

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