Articles by Month: February 2015
Your brand is molded by everyone who interacts with it: customers, employees, vendors, clients and every other stakeholder. Yet there is one piece of your brand that is yours alone, and when you use it to direct your marketing strategy, you have the opportunity to position it in the minds of every stakeholder—even though most will never see it. It is called your brand positioning statement and it is the most important component of your marketing plan.
At Prosper for Purpose, we believe that the brand positioning statement is the most important component of a marketing plan. It creates the foundation and the focus for the development of the plan: from goals and strategy down to tactics.
So what is this powerful thing called a brand positioning statement? It is a written declaration of your brand’s unique value. It defines why a consumer should choose your product or service over your competitors. Unlike a tagline, which is consumer facing, the brand positioning statement is typically for internal use only, but reinterpreted into taglines and other consumer-facing marketing. Here’s one example:
To adults suffering from a variety of cold and/or flu symptoms, NyQuil is the original soothing night-time cold medicine that effectively relieves symptoms so you can sleep through the night.
While a positioning statement can appear basic, careful thought and attention should be given to the process. The words matter, as when used properly, they form the basis for all the marketing to come.
A positioning statement includes:
- Your Target Market
- Definition of the Market
- Brand Promise (emotional or rational benefit)
- The Reason to Believe the brand promise
Ready to think about your brand? Here’s a brand positioning template:
For [insert Target Market], the [insert Brand] is the [insert Point of Differentiation] among all [insert Frame of Reference] because [insert Reason to Believe].
Want some expert help in developing your brand positioning statement? Give Prosper a call:216-469-7977.
It was a night to celebrate movies. But if there was a lesson for organizations, it was this: good storytelling gives you a platform to call attention to what truly matters to you. And at the 2015 Academy Awards, what mattered was causes.
We counted seven causes highlighted by winners during their acceptance speeches. Here’s a breakdown of the causes, advocates and quotes.
Advocate: Patricia Arquette, best supporting actress for “Boyhood.”
“To every woman who gave birth, to every taxpayer and citizen of this nation, we have fought for everybody else’s equal rights. It is our time to have wage equality once and for all and equal rights for all women in America!”
Advocate: Graham Moore, best adapted screenplay for “The Imitation Game.”
“When I was 16, I tried to kill myself because I felt weird and I felt different and I felt like I did not belong. I would like this moment to be for the kid out there who feels like she’s weird and different and feels like she doesn’t belong. Yes, you do.”
Right to Privacy
Advocate: Laura Poitras, best documentary for “Citizenfour.”
“The disclosures that Edward Snowden reveals don’t only expose threats to our privacy but to our democracy.”
Advocate: Alejandro González Iñárritu, accepting the best picture award for “Birdman (The Unexpected Virtue of Ignorance).”
His hope that immigrants “can be treated with the same dignity and respect of the ones who came before and built this incredible immigrant nation.”
Advocate: Julianne Moore, best actress for “Still Alice.”
“People with Alzheimer’s deserve to be seen.”
Lou Gehrig’s Disease
Advocate: Eddie Redmayne, best actor for “The Theory of Everything.”
“Please know this — that I am fully aware that I am a lucky, lucky man. This belongs to all of the people around the world battling ALS.”
Advocates: John Legend, who accepted with the rapper Common for best original song, “Glory,” from “Selma.”
“We say that ‘Selma’ is now because the struggle for justice is right now. We know that the Voting Rights Act that they fought for 50 years ago is being compromised right now in this country today. We know that right now the struggle for freedom and justices where we live in the most incarcerated country in the world.”
What’s your story?
CLEVELAND, OH (February 26, 2015) – Prosper for Purpose, the strategic marketing and development company, today announced that Paula Kampf, MA, CAPP, has joined its Curated Collaborative™ as the director of organizational development.
“Paula will lead organizations and their employees in creating a culture of engaged, energized purpose and effectiveness,” explained Lorraine Schuchart, APR, founder and CEO of Prosper for Purpose. “Prosper works with corporate and nonprofit clients to build successful brands. We know that it is difficult to build a successful brand if your internal stakeholders aren’t happy. Leaders who really want their organizations to flourish need to cultivate internal engagement and effectiveness for the benefit of their customers as well as their own success. This addition to our service line allows us to empower our clients to succeed on multiple levels, more comprehensively and holistically than ever before.”
By way of creative, interactive experiences, Kampf empowers clients to create and sustain flourishing workplaces that in turn more powerfully provide the mission-driven, purposeful work that they do for their customers, essentially creating upward spirals of purpose and prosperity. Kampf uses scientifically proven tools and trainings for increased success and sustainability to clients who want their workplaces to not just survive, but thrive. Schuchart says the program will be called Prosper with Purpose.
Kampf brings a wealth of insight and experience to the Prosper for Purpose team, with a B.A. in Communications and Theatre Arts from Notre Dame College, and an M.A. in Ministry from Ursuline College. She is one of the first 100 people to earn a Certificate of Applied Positive Psychology from The Flourishing Center in New York City. She is the founder and CEO of Meaningful Matters Incorporated, and a facilitator of SOMO (Social Emotional) Leadership labs.
“Paula’s work in fields as diverse as journalism, theatre, nonprofit management, social justice and end-of-life care all intersect in work that empowers people to live purposeful, flourishing lives,” says Schuchart. “She is the perfect person to bring this much needed service to the community. For Prosper, it truly completes our brand engagement process.”
“I am honored to join Prosper for Purpose,” said Kampf. “My personal and professional values certainly align with the do well and do good philosophy on which the company was founded. I am excited to initiate this new line of services that perfectly complements the external-branding services already offered. What I know is that people really want to do work that is meaningful, and to contribute to a greater-good in their careers. And organizations want their employees to be engaged in effective, purposeful ways that benefit everyone involved. That’s what it means to create thriving, flourishing cultures inside an organization. We do simple things to shift experience, behavior, and communication, and everyone in the organization benefits. Everyone wins. That’s what it means when we say that Prosperity is an inside job.”
About Prosper for Purpose
Prosper for Purpose guides, serves and works alongside leaders of mission driven companies and nonprofit organizations, as well as artists and entrepreneurs, to create successful brands and increase revenues. An integrated approach to marketing and development helps clients build better relationships, bring meaning to their mission, do well and do good – in other words, to prosper for purpose.