Template: Session 9 Branding Project Planning

SMU101 Intro to Branding Session 9

Use this template to highlight the tools you require at each stage of your brand building strategy.
KEY BRAND
PROJEC
P!ASES
IDENI"YIN#
NEED "OR
PROJEC
PROJEC #OA$S
AND ACI%IES
PROJEC $AUNC! DE$I%ERIN#
PROJEC&S
PROMISE'S( O
AUDIENCE
PROO" O"
PROJEC PROMISE
DE$I%ERY
Critical
Result(s)
Understand wh
ou and!or our
team should care
a"out the project
Understand wh the
project is important
#a$ing the wor$
itsel% rele&ant'
attracti&e and
compelling

(denti% the goals'
personnel'
responsi"ilities'
ris$s' results and
promises %or the
project
(denti% how the
project will "e
%easi"le and
credi"le
(denti%ing how ou
and!or the team will
mar$ the %ormal
completion and
launch o% the
project)
*eli&er on the
project+s promise(s)
with competence
#a$e results
transparent to team
Understanding our
audience!tri"e+s
needs'
re,uirements and
engagement
*emonstrate
resilience'
transparenc and
honest in
responding to
une-pected e&ents
#ar$ or %ormall
close the project
(denti% lessons
learned' including
areas %or
impro&ement
(denti% proo% o%
promise deli&er to
our audience(s)
Regardless o%
outcome' state wh
the e.ort was
worthwhile
/c$nowledge
supporters
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KEY BRAND
PROJEC
P!ASES
IDENI"YIN#
NEED "OR
PROJEC
PROJEC #OA$S
AND ACI%IES
PROJEC $AUNC! DE$I%ERIN#
PROJEC&S
PROMISE'S( O
AUDIENCE
PROO" O"
PROJEC PROMISE
DE$I%ERY
#essage
#anagement
0ocus on the
opportunities and
challenges and
not the project itsel%
1in$ to "usiness
strateg' long term
&ia"ilit and
"usiness
sustaina"ilit
2now our ele&ator
pitch
Clearl articulate
project+s promise(s)
/lign the right
message to the
right audience(s)'
including each tri"e
within our
audience
1in$ planned project
actions and content
to project+s promise
(denti% ris$s and
plans to mitigate
including honest
and open input
%rom project team
#aintain con3dence
in the project
/rticulate each
audience+s and
tri"e+s lin$!claim to
the project+s proo%
o% promise deli&er
4 and tap into
audience!tri"e
participants+
moti&ations
(denti% audience
#a$e emotional as
well as intellectual
connections get
into audience+s
hearts and mind "
descri"ing what the
"rand is' what it
stands %or and wh
it matters to them
5-press messages
in was that
resonate!connects
with each audience
and the tri"es
within each
audience ensuring
"rand consistenc
across each
2e taglines relates
to audience needs
or re,uirements
Create
communication plan
and e-ecute it
*etermine how
o%ten' how much
and with whom
ou+ll "e
communicating
(press' media'
audience' tri"es'
etc)
/6rm or re&ise
our
communication
channels (social
media' Press
releases' emails'
etc)
(denti% and plan %or
the right
communication
(denti% and
articular goal
achie&ements and
set"ac$s
#ar$ and cele"rate
project successes
1in$ achie&ement o%
project o"jecti&es to
"usiness strateg
This resource was created by Social Media U and released as an open educational resource for SMUs free online Introduction to Branding course. 2014 Social Media U
This work by Social Media U is licensed under a reati!e o""ons #ttribution$Share#like 4.0 %nternational &icense .
KEY BRAND
PROJEC
P!ASES
IDENI"YIN#
NEED "OR
PROJEC
PROJEC #OA$S
AND ACI%IES
PROJEC $AUNC! DE$I%ERIN#
PROJEC&S
PROMISE'S( O
AUDIENCE
PROO" O"
PROJEC PROMISE
DE$I%ERY
Understand and
clearl articulate
our "rand
proposition
statement
appropriate tone o%
&oice
5sta"lish "rand
positioning
(denti% $e "rand
elements
Clearl articulate
our uni,ue &alue
proposition

touch points and

moments
/c$nowledge
set"ac$s honestl
Remain resilient in
the %ace o%
challenges
(denti% and
emphasi7e
per%ormances that
tie in to end goals
/lert Points !
Red 0lags
0ailure to ma$e an
emotional
connection with an
audience
1ac$ o% clarit
using con%using
language or
engaging in
in%ormation
o&erload
Tal$ing too much
and not listening
#a$ing the
message !
communications
a"out the product
or ser&ice and not
an audience+s
needs or
re,uirements
Communication
that is
compan!product4
centric and not
0ailure to articulate
the underling
reason and
rationale %or the
project
0ailure to announce
the launch o% the
project
The launch
contra&enes ethos
esta"lished in our
$e messaging (i%
0ailure to
demonstrate
resilience
Underplaing or
under4&aluing good
and "ad news
0ailure to %ollow
through on
commitments
0ailure to o"ser&e
audience %or
8ot %ormall closing
the project or
mar$ing the launch
0ailure to lin$
outcomes to project
promise(s)
0ailure to recogni7e
contri"utions to the
project
8o e.ort to capture
and "uild upon
This resource was created by Social Media U and released as an open educational resource for SMUs free online Introduction to Branding course. 2014 Social Media U
This work by Social Media U is licensed under a reati!e o""ons #ttribution$Share#like 4.0 %nternational &icense .
KEY BRAND
PROJEC
P!ASES
IDENI"YIN#
NEED "OR
PROJEC
PROJEC #OA$S
AND ACI%IES
PROJEC $AUNC! DE$I%ERIN#
PROJEC&S
PROMISE'S( O
AUDIENCE
PROO" O"
PROJEC PROMISE
DE$I%ERY
enough
8ot lin$ing project
per%ormance to
"usiness o"jecti&es
audience centric
0ailure to assess
and e-amine
project ris$s and
uncertainties as
part o% the planning
o&erloo$ing ris$s
that e-pose the
project to potential
land mines or
positi&e
uncertainties that
might cause the
project to miss
opportunities
our audience is
9reen' e&er aspect
o% our launch must
"e 9reen)
0ailure to gain
emotional tie4in and
intellectual "u4in
%rom our audience
and tri"es
:&erpromising
outcomes
:&erin;ating
outcomes
understanding
0ocusing
per%ormance
measures solel on
cost and schedule
Surprising audience
with <o. message+'
irrele&ant or
unwanted
communication
lessons learned)
This resource was created by Social Media U and released as an open educational resource for SMUs free online Introduction to Branding course. 2014 Social Media U
This work by Social Media U is licensed under a reati!e o""ons #ttribution$Share#like 4.0 %nternational &icense .