Marketing and Social Media Masterclass - Nick Applin & John Skinner

Nick Applin

Client Services Director

John Skinner

Creative Director

1

Your brand identity manifesto

“apublicdeclaration ofpolicy andaims”

2

Your brand should•Reflect your values and aspirations

•Represent your business

•Inspire confidence for you and your team

•Set you apart from your competition

•Be unique. Be distinctive

•Have character and personality

•Help you reach your business goals

3

Brand essentials

1.Mission statement

2.Vision statement

3. Essence

4.Personalit

y

5. Positioning statement

4

Missionstatement vsvision statement

Mission = What you do

Vision = Desired end-state/goal

5

Missionstatement

Oxfam: To create lasting

solutions to poverty, hunger, and

social injustice.

6

VisionstatementOxfam: A just world without poverty

7

Essence

One word that sums up the

core nature of your

organisation

8

9

10

11 Personality

If your organisation were a

person how would it be

described?

12

Positioningstatement

A couple of sentences explaining

your organisation’s unique value

and how that benefits its

customers/audience/

users/members.

13

Positioningstatement

‘For [insert Target Market], the

[insert Brand] is the [insert

Point of Differentiation] among

all [insert Frame of Reference]

because [insert Reason to

Believe].’

14 Anexample

For forward-thinking

organisations, ApplinSkinner is

the award-winning creative

digital agency that delivers

inspirational and effective

design, marketing, and online

tools because only

ApplinSkinner truly works with

them to achieve their aims.

15

16

Scholarships at UEA need your support Will you help? Fu t u

r e Pr ize

N ob e lw i nn e r

?

– The cost of a university education has risen dramatically

– University tuition fees are now £9,000 per year, per student

– Students will graduate with an average debt of £44,000**Institute for Fiscal Studies Report 93 www.ifs.or

g.uk/comms/r93.pdf

The facts

Climate

William James

Act as if what you do makes a difference.It does.

Thank you…

Your support will help make a difference at UEA for years to come.

Opportunity

For further information please visit

www.uea.ac.uk/difference

Health

Climate

Opportunity

Creativity

Change happens if people make the differenceGiving to the Difference Campaign