Branded Portal
Branded Portal | KDMP Infrastructure | Business Model
This topic focuses on a "branded" Portal with world-class GIS mapping and presentation capability that can be used to enhance Tom's present thought leadership positioning and extend his reach and impact as the "rainmaker" for a strategy consulting business based on his thought leadership.
For brand-building discussion, Steff offers the following four principles:
This topic focuses on a "branded" Portal with world-class GIS mapping and presentation capability that can be used to enhance Tom's present thought leadership positioning and extend his reach and impact as the "rainmaker" for a strategy consulting business based on his thought leadership.
For brand-building discussion, Steff offers the following four principles:
1. What do we want our brand to say?
2. On which audience(s) should we focus?
3. How can we be consistent?
4. What overall creative strategy supports our brand?
posted by Anonymous at 9:45 PM
1 Comments:
As we move forward with our brand-building discussions, we should address four basic principles:
1. What do we want our brand to say?
2. On which audience(s) should we focus?
3. How can we be consistent?
4. What overall creative strategy supports our brand?
First, what do we want our brand to say?
I now agree with Dave fully that our consultancy/brand is “Thomas P.M. Barnett” … so whether it’s “Thomas Barnett & Associates” … “The Thomas Barnett Company” … “The Thomas Barnett Consultant Group” … “Thomas Barnett Consulting” … “The Thomas Barnett Collective” or “Sir Tom Barnett and His Merry Band of Future Creators” … our name/brand revolves around Tom’s identity.
As for what we want our brand to say … we must ask ourselves what we want audiences to think of when they perceive our brand … what impression do we want it to leave in the their minds after exposure … and we also must ask ourselves “What are our brand’s values?”
The idea I keep coming back to is “A Future Worth Creating.” This could also be our tagline.
The Thomas Barnett Consultant Group (TBCG), as I imagine it, will be an integrated team of many expert contributors, and when it is performing optimally in its core competencies, then quite literally it will be offering “A Future Worth Creating” across many vertical markets.
Second, on which audience(s) should we focus?
So we are offering “A Future Worth Creating,” but to whom do we communicate this value?
There are multiple audiences with whom the TBCG must communicate. We could say, “the whole world” … but clearly that’s a bit broad. So far, based on Critt’s traffic reports, I have identified the following target audiences:
1. Government and military entities
2. Financial and investment corporations
3. Universities, research think-tanks and other educational entities
4. Defense industry corporations
5. Information technology companies
6. Others?
Third, how can we be consistent?
The third principle we need to discuss is how to be consistent with our communications. We want to deliver our “A Future Worth Creating” message in a tone that becomes recognizable as our voice, and that communicates our brand's values to our specific audiences every day, week after week, month and month, and beyond.
This consistency extends to every aspect of our brand's communications strategy. We are working to ensure we target our audiences with customized but similar messages, and that everything we prepare and disseminate personifies and conveys the same values, and appears with the same vocabulary, design elements and graphics.
Fourth, what overall creative strategy supports our brand?
We will also need to work together to develop the overall creative strategy – the graphic design, the logo, and the “look and feel” – that surrounds our brand. These elements alone do not create the brand. However, they do support it and certainly can help accelerate recognition, speeding up the branding process.
To support the message of our brand of “A Future Worth Creating,” we will need to develop the above-mentioned supporting elements … Dave, I imagine you have folks on your side that can do this … and certainly I would so appreciate the opportunity to be in the loop on that process.
All comments are welcome.
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