ASHA CEUs BRAND ESSENCE POSITIONING STATEMENT WHAT IS

ASHA CEUs & BRAND ESSENCE POSITIONING STATEMENT

WHAT IS A BRAND ESSENCE? • A framework that shows the bridge between the intended target audience and your offering • Discerns the role your brand plays in meeting their needs and expectations • Helps to translate product features into audiencerelevant benefits • Shows the thinking behind the elements in the Positioning Statement

WHAT IS A POSITIONING STATEMENT? • Concise description of your target audience as well as a compelling picture of how you want them to perceive your brand • Reflects sound strategic thinking and is a guiding light when developing all the elements of a marketing mix • Provides a foundation for developing clear, focused, and consistent messaging • Designed to resonate with the target audience because it is grounded in insights about them

Example: Sprite

Psychological & physical consequences Brand role Teen Core Value Teen Need States/ Motivations Functional Benefits Physical Point of Advantage For Me It fits with who I am It just feels like the right choice Keeps Me Going Cuts through my thirst and clears my head so I can do the things I want to do Brand I know and Trust A choice I don’t have to think about, part of my everyday life Clear, thirst quenching refreshment that encourages me to be my true self Self-confidence Feeling free to choose my own path, living life on my own terms Comfortable Being Myself Self-confidence to freely express myself as an individual or within a group Honest/True to Myself & Others Being straight-up, real and a trusted friend Thirst-Quenching Crisp, clean taste Crystal clear appearance Clarity

POSITIONING STATEMENT Target: To teens and young adults, who are in the process of establishing their own identity, Frame of Reference: Sprite is the youth drink Point of Difference: that encourages them to have the self-confidence to be true to themselves, Support: Because its direct, honest attitude, combined with its clear, thirst-quenching refreshment, is instinctively right.

SOME BACKGROUND What are we promoting? ASHA CEUs Primary Audience Certified and licensed audiologists and speechlanguage pathologists who are clinical service providers Secondary Audience Researchers, clinical supervisors, professors, postgraduate and Ph. D students, and professionals in their clinical fellowship year

BRAND ESSENCE FOR ASHA CEUs

I NEED OR I AM MOTIVATED BY

MY CORE VALUE I need to continually learn, so I can provide the best services to the individuals I serve.

BENEFITS OF ASHA CEUs Needs 1, 2, 4 Needs 1, 5 Need 3 Needs 1, 3, 4, 5 Need 3

ASHA CEUs’ BRAND ROLE We are the connection between you (the clinician), continuing education providers, and licensing and credentialing bodies. We facilitate the delivery of the highest quality courses and strive to ensure that your certification and license maintenance is as seamless as possible, so you can focus on learning new skills and better serving your clients.

HOW WILL THIS BE USED? • • Foundation for Positioning Statement Guides development of creative briefs Informs all brand communications Ensures that all benefits address needs, motivations, and core value • Keeps brand messaging consistent

DISCUSSION