Brand Inspiration - Marketing MO

Module 1
Brand Inspiration

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Brand Inspiration

Great brands make an emotional connection with their buyers and inspire them to take action.

People no longer trust company-sponsored advertisements. Your buyers want to know what you stand for. Your brand inspiration is the foundation of your brand strategy.

Here you’ll be introduced to the new field of behavioral economics to learn about the irrationalities of human behavior and how you can leverage these new learnings, along with proven brand research, to define your brand’s beliefs and inspire the people with the same beliefs – within your company and in the marketplace.

Toolkit Modules

Here you’re defining the authentic elements of your brand, the things that don’t change, the things that really matter to you and your customers.

Brand Inspiration -
What You’ll Determine

  • Brand Type & Structure
  • Your Standard What, How, Why Communication
  • Core Values
  • Supporting Stories Exemplifying Your Values
  • Brand Purpose
  • Buyer Personas
  • What Inspires Your Personas
  • New Inspirational Why, How, What Communication

Tools in Brand Inspiration

  • 106-slide PDF instructions for download
  • Strategy development report template for download and completion
  • 1-hour audio/video instructions presented by Jim Sagar – accessible from your account for 1 year
  • Written transcript for download

Typical Participants for Brand Inspiration

This module asks challenging questions, the answers of which will be foundational elements of the brand. The marketing team can create these, but core brand stakeholders should signoff. For small brands, these could be the business owner or executive team. For larger companies, these can be brand managers, VPs or general managers.

Time to Complete Brand Inspiration

This is a half-day session to address each element the first time through. You can’t always make core strategic decisions in a compressed timeframe, so you may need to revisit this work over the course of two to three weeks. You can choose to iterate on this module before moving to the next, or come back to it after completing Brand Differentiation, Brand Positioning and Brand Architecture.