THE PURPOSE LEDÂ
BRAND PROPOSAL
MEGHAN LAING
INTRODUCTION
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AFTER MEGHAN’S BIG MOVE TO A NEW COMPANY, SHE’S EXCITED TO TAKE THE WORK SHE’S BEEN DOING ON BUILDING HER PURPOSE-LED BUSINESS INTO ACTION MODE. MEGHAN HAS BEEN WORKING WITH A MARKETING EXPERT WHO HAS RECENTLY MOVED, AND MEGHAN IS CONSIDERING TAKING HER BRAND IN A FRESH DIRECTION.
OVERVIEW
02 PURPOSE LED BUSINESSES ARE DIFFERENT THAN TRADITIONAL ONES BECAUSE THEY’RE GROWN FROM THE INSIDE, OUT. THIS MEANS THAT CHOICES ARE GUIDED BY PURPOSE. THEY’RE DEEPLY CONNECTED TO THE DNA OF THE FOUNDER, AND ARE STEEPED IN ALL AREAS OF THE BRAND. THIS ADDRESSES THE ISSUE OF STANDING OUT IN THE CROWD. THE REAL ESTATE MARKET IS SATURATED, FULL OF PEOPLE WHO’RE DOING SIMILAR MARKETING TACTICS WITH THE HOPES OF GETTING SOME ATTENTION AND TRACTION. INVESTING IN YOUR PURPOSE LED BRAND & BRANDING GIVES YOU AN EDGE THAT IS UNIQUE TO YOU.
OUR GOALS
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CONNECT PURPOSE TO
DESIGN PURPOSE LED
SHARE YOUR BRAND
BRAND STORY
CAMPAIGNS
STORY & BUILD YOUR FOLLOWING
HURDLES
WHEN BUILDING A PURPOSE LED BRAND, ONE OF THE FIRST CHALLENGES YOU’LL WANT TO ADDRESS IS MAKING SURE BOTH YOUR PERSONAL PURPOSE AND COMMERCIAL PURPOSE ARE
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CRYSTAL CLEAR. THIS WILL HELP SHAPE MORE OF THE MESSAGE AND AESTHETIC OF THE BRAND. THE NEXT CHALLENGE YOU'LL WANT TO ADDRESS IS BUILDING AN AUTHENTIC BRAND STORY THAT IS GROWN OUT OF YOUR PURPOSE. THIS REQUIRES YOU TO DIG DEEP INTO WHAT DRIVES YOU AND HOW YOU PLAN ON SHIFTING THE WORLD FOR THE BETTER. LASTLY, YOU’LL NEED TO BRING IT ALL TO LIFE. HOW DO YOU GET YOUR AUDIENCE TO SEE IT? WHY SHOULD THEY CARE? YOU CAN HAVE A BEAUTIFUL WEBSITE WITH GREAT COPY, BUT IF NO ONE KNOWS ITS THERE — WELL.. THATS A PROBLEM!
OPPORTUNITIES
05 MANY OF THE AGENTS IN THE CITY (SPECIFICALLY IN YOUR TARGET AREA) ARE APPROACHING RETIREMENT. THIS LEAVES A GAP IN THE MARKET. CARVING OUT A STRONG PERSONAL AND COMMERCIAL BRAND GIVES YOU THE LEG UP IN BEING TOP OF MIND. THERE’S SO MUCH NEW TALENT IN THE CITY AS WELL. MAKERS, PHOTOGRAPHERS, VIDEOGRAPHERS AND MOVERS N SHAKERS. PEOPLE WHO LOOK AT THINGS DIFFERENTLY, WHICH CAN HELP YOU DESIGN YOUR DREAM BRAND, LOCALLY.
RECOMMENDATIONS
06 RECOMMENDATIONS + ACTIVITIES WRITING ASSIGNMENTS: TO HELP YOU CLARIFY YOUR PURPOSE AND VALUES, DESIGN YOUR BRAND STORY AND BRAINSTORM CREATIVE IDEAS THAT CAN SHAPE OTHER ASPECTS OF YOUR BRAND, 3 IN PERSON SESSIONS: THAT’LL KEEP YOU INSPIRED AND WHERE WE CAN MOVE THROUGH BLOCKS OR STUCK POINTS. I’LL ALSO WALK YOU THROUGH PLANNING TOOLS LIKE CONTENT CALENDARS AND IDEAS. BRANDED PHOTOGRAPHY SESSION: BRANDED COLLATERAL FOR WEBSITE, SALES/MARKETING COLLATERAL LIKE SELL SHEETS OR BROCHURES, SOCIAL MEDIA AND HEADSHOT 2 CREATIVE CAMPAIGNS: THAT CAN BE LAUNCHED ACROSS ALL CHANNELS IN VARIOUS WAYS. MONTHLY MEETING FOR CONTENT CREATION: WHERE WE CAN CONJURE UP CREATIVE IDEAS FOR SHOOTS THAT BRING YOUR BRAND TO LIFE.