CNN
Brand positioning and voice, digital
CNN planned to launch five digital newsletters, each targeting a different segment of their vast international audience. The network hired Kevin to help position and differentiate the nameplates, creating unique customer voices and positioning statements for each. The results of his exploration are now part of the CNN’s digital user experience.
The Key Elements of a Brand Strategy
01
Define Your Vision and Goals
Determine your purpose
Formulate a vision statement
Align with business goals
Understand your Competition
02
Understand Your Customers
Customer profiles and build personas
Get to know your customer better
Map your customer’s buying journey
03
Formulate Your Brand Personality
Brand Archetype
Tone
Visual Elements
Tagline
