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Lesson Eight Worksheet

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In lesson eight you will revisit your brand story and discover tactics to launch your new brand. There are two ways to experience the lesson plan:

This lesson plan is approximately 10 minutes + 30 minutes to answer the guided questions inside the Lesson Eight Worksheet. Your responses to lesson plan worksheets are used to develop your personalized brand strategy and design. Please complete all worksheets in a timely manner to keep your project on track.

 

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BRAND STORY:

A brand story is a narrative piece that is used in communications to key audiences. The brand narrative can be adapted to fit the needs of the audience but the core narrative will be the foundation of all communications.

AUDIENCES:

Who needs to be made aware of your rebranding?

Stakeholders or investors:

Generally, stakeholders or investors should be the first audience to be made aware of the new brand. Inform stakeholders of the brand story 2-3 months before the launch date.

  • Initial Communication: 2-3 months prior
  • Update as needed: 1 month prior

Employees or Volunteers:

Rebranding can feel frightening to employees who are comfortable with the current status. The key to winning over employees is to communicate clearly, early, and thoroughly. Employees will need to know how the new brand will affect them and what the new expectations are. Communicate the rebranding efforts 1-2 months before the launch date.

  • Initial Communication: 1-2 months prior
  • Update Weekly & as needed

Current Clientele and Vendors:

If you have a current and consistent clientele base, you will need to communicate the new brand to this audience 2-3 weeks before the launch date. This audience will be most interested in how the new brand will affect their interactions with you and how it will benefit them. You may offer your customers and vendors an exclusive sneak speak or promotion discount for future services.

  • Initial Communication: 3 weeks prior
  • Update as needed per person basis

Leads and Future Clients:

If you have any current leads or clients who are considering working with you, it is crucial for this audience to be informed consistently so that you do not scare off any new business. Start informing this audience 2 weeks prior to the launch date. Reassurance is key: reassure them that the new branding does not negatively affect any business dealings or current quotes. You may provide new clients an incentive to book with the new launch by offering a discount or promotion.

  • Initial Communication: 2 weeks prior
  • Update as needed per person basis

 

PROMOTIONAL MIX:

How are you going to promote the news?

Public Relations & Communications:

Public relations & communications include official press releases or articles written about you in posted magazines, print newspaper, or online news.

Pro: Free, influential, establish credibility or popularity

Cons: Limited control over message, may not target the right audience

Promotions (Win/free/save):

Promotional activities including anything you offer that is “win, free, or save.” Promotional offers include coupons, sweepstakes, contests, product samples, rebates, tie-ins, self-liquidating premiums, trade shows, trade-ins, and exhibits.

Pro: Customers love promotional items, can build trust, lead generation, increase sales

Con: Discounting on price can devalue a brand, give appearance of less valuable

Event Marketing:

Event marketing is hosted, sponsored, or participated events that occur online or offline. Events may include an exhibit, display, or presentation to promote a product, service, cause, or organization.

Pro: Direct exposure, build relationships with customers, generate leads

Cons: High cost, time-consuming

Advertising:

Advertising is paid announcements of a brand, product or service online, in print, or in digital signage.

Pro: Control over ad message, flexibility of outlets

Cons: Expensive, return on investment can be uncertain

Direct Marketing:

Direct marketing includes mailed promotional offers, letters, fliers, announcements, or gifts that are sent directly to the customer.

Pro: Directly in the hands of your customers

Cons: Expensive, can be viewed as spam

Pause to answer questions in Lesson Eight Worksheet. Your responses to lesson plan worksheets are used to develop your personalized brand strategy and design. Please complete all worksheets in a timely manner to keep your project on

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