I had recently received a review copy of Jim Joseph’s new book The Experience Effect for Small Business and came across this fantastic way to describe your business brand!
Cool Insider Branding and Marketing Tips
I wanted to call this section “Cool Tools” or Templates – but that’s really not what they are. Joseph has peppered this book with some of his “insider” tips and outlines and charts for getting to the heart of a brand. My favorite one is called “For – Who-Is-That-Because-So-Why”. Here’s how that works.
Just write these words down in a column like this:
For: (enter your target market – demographically)
Who: (enter your target market psychographically)
Brand Is: (Type of business)
That: (Rational benefit)
Beacuse: (proof points – no more than three)
So: (Emotional benefit)
Best Expressed by: (Tagline)
The best way to explain this is to give you one that he competed using the dry cleaner I mentioned earlier.
For – our belived neighbors of Chelsea, NY
Who – are the best dressed folks in town
Dry Cleaner is – your safe haven for all your dry cleaning needs
That – takes good care of you and your clothes
Because – special laundry process and a commitment to care
So – You can do more important things in our life
Best Expressed by – Neighbors takiing care of neighbors
Write your branding outline in the comments below!
Why not practice by filling this out for your business and sharing it in the comments?
