SESSION #2
DEFINING OUR PROJECT
Everything I know about strategy, branding and marketing to inspire, ideate and drive growth for your business.
EPIC ORIGINS
EPIC ORIGINS
•What do you want to be known for?
• What are you? Artist / Entrepreneur / Leader
• What is your business in a sentence or two?
•What is the problem, challenge, project or outcome you want over the next 4 months?
EPIC ORIGINS
•BRAND / COMPANY
•PROGRAM •PROJECT
EPIC ORIGINS
•
BRAND / COMPANY- PERMANENT
•PROGRAM
•PROJECT
EPIC ORIGINS
•BRAND / COMPANY- PERMANENT
•PROGRAM - PERVASIVE / ONGOING •PROJECT
EPIC ORIGINS
•BRAND / COMPANY- PERMANENT
•PROGRAM - PERVASIVE / ONGOING
•PROJECT - CAMPAIGN, EVENT OR ACTIVATION
PROJECT CHARTER
•What is it?
PROJECT CHARTER
•What is it?
•Why is it Important?
PROJECT CHARTER
•What is it?
•Why is it Important?
•How do you create one?
PROJECT CHARTER
PROJECT CHARTER
•What is Next?
WHICH ARE YOU BUILDING?
1. BRAND
2. PROGRAM
3. PROJECT
M origins
Mix Word WORKBOOK
MIX WORDS EXERCISE
BRAND / CREATIVE BRIEFS
GROUNDSWELL
THREE DIRECTIONS
1. Literal
2. Reference
3. Abstract
GROUNDSWELL
CREATIVE
BRAND /
BRIEFS
THREE DIRECTIONS
1. Literal - (We paint you)
2. Reference - (Commercial painters)
3. Abstract - (Colourful Creations)
GROUNDSWELL
/ CREATIVE
BRAND
BRIEFS
WORD CATEGORIES
Words that are DESCRIPTIVE
Words that align with our VALUES
Commonly used in our INDUSTRY
Help articulate our desired EMOTIONAL RESPONSE
Supports our SOCIAL RESPONSE
GROUNDSWELL
BRAND / CREATIVE BRIEFS
MOD FINANCIAL DESCRIPTIVE
CONFIDENT TRANSPARENCY
RESPONSIVE CALM
SAFE TRUSTWORTHY BRAND / CREATIVE BRIEFS
CARING ORDERLY INNOVATIVE EXPERIENCE
QUALITY PLEASURABLE EASY CONNECTED TIMELY
FRIENDLY EMPOWER SMART
CONSISE
VALUE ADD COMFORTABLE
GROUNDSWELL
PROVEN PROACTIVE
MOD VALUES
KNOWLEDGEABLE
TRUSTWORTHY
COMMUNITY
GENEROUS
LIGHT- HEARTED
FAMILY COMMUNITY
SINCERE
HUMOROUS
FLEXIBLE
COMMITTED COURTEOUS GRATEFUL COMMITTED BRIDGING
NIMBLE COMPASSION
REASONABLE
GROUNDSWELL
BRAND / CREATIVE BRIEFS
INVEST DEPOSIT
RISK
CAPITAL
INTEREST CHANGE
COVERAGE
ADJUSTED
TERM LIFE
COMMISSION
CASH
BANK
STATEMENT
AGENT
CHARTERED
CLAIM
COVERAGE DEPOSIT
INSURE
ASSUMPTION
INDEPENDENT PREMIUM
CAPTIVE
BINDING
UNDERWRITER PREMIUM BASIC TERM
GROUNDSWELL
BRAND / CREATIVE BRIEFS
MOD INDUSTRY
MOD EMOTIONAL
REMARKABLE
AMAZED CLEAR SMOOTH
EFFORTLESS CONSISTENT
SEAMLESS CONFIDENT REASSURED CALM STRAIGHTFORWARD BRAND / CREATIVE BRIEFS
CURIOUS TRUSTFUL GRATEFUL RELIEVED
GROUNDSWELL
EMPATHETIC GRATEFUL
CONFIDENT TRANSPARENT GLOSSY BRIGHT SIMPLE BRILLIANT EVENTFUL
MOD FLIGHT
TAKE OFF FLEET
CROSS WIND COCKPIT
THRUST FLIGHT
ALTITUDE
LUGGAGE
PILOT CHANGE
TURBULANCE ELIVATION
BANK
LANDING
INSURE
BUSINESS CLASS CHARTER
BOARDING PASS JET FIRST CLASS
FLIGHT MANIFEST PASSANGERS
ECONOMY STANDBY
WHEELS UP TICKET UPGRADED
MILE HIGH CLUB
GROUNDSWELL
BRAND / CREATIVE BRIEFS
MAKING DOLLARS AND SENSE
GROUNDSWELL
FINANCIAL FREEDOM WITH ALTITUDE
MODERN FINANCIAL ALTITUDE
WHERE YOUR DREAMS TAKE FLIGHT
ISN’T IT TIME YOU FINANCES WERE NOT ON STANDBY?
FIRST CLASS TICKET TO FREEDOM
YOUR PERSONAL ECONOMY GOT UPGRADED
BE THE PILOT OF YOUR DREAMS
THE PRODUCT HANGER
STEALTH JET VIP FLY
START / FOUNDATION
• Min Monthly investment
GROWTH
• Downpayment
• More commitment
• Monthly
RAPID GROWTH
• Downpayment
• Aggressive Payments
• Min $100,000
MASSIVE GROWTH AND PROTECTION
• Total estate planning
• Wealth Management
• Min $500,000 commitment
Rūtsu DESCRIPTIVE
CONFIDENT
TRANSPARENCY
RESPONSIVE RAPID
ENHANCE PROACTIVE
CARING
NINJIA
VALUE ADD ARTISTANS
FRIENDLY EMPOWER BRIGHT
SAFE TRUSTWORTHY BRAND / CREATIVE BRIEFS
INNOVATIVE EXPERIENCE
QUALITY ARTISTS LIVING CONNECTED TIMELY
KNOWLEDGEABLE
TRUSTWORTHY
COMMUNITY
GENEROUS
LIGHT- HEARTED
FAMILY COMMUNITY
HUMOROUS
SINCERE FLEXIBLE NIMBLE COMPASSION
COMMITTED COURTEOUS GRATEFUL BRILLIANT BRIDGING
REASONABLE
BRAND / CREATIVE BRIEFS
Rūtsu VALUES
PAINT BRUSH
CANVAS MASKING
MURAL MATT
PIGMENT
GLOSS
STRIPPING
COLORFUL COATING
FRESH CLEAR COAT
STAIN HUE LACQUER
DROP SHEET COLLAGE
ROLLER SEALER SEMI-GLOSS SPATTER
TACKY WHITEWASH
VARNISH UNDERTONE TINT THINNER
CREATIVE
ūtsu
BRAND /
BRIEFS R
INDUSTRY
REMARKABLE
AMAZED CLEAR SMOOTH
EMPATHETIC GRATEFUL
EFFORTELESS IMPRESSED
CURIOUS TRUSTFUL GRATEFUL RELIEVED
AMUSED CONFIDENT REASSURED
VIVID STRAIGHTFORWARD
BREEZE TRANSPARENT GLOSSY BRIGHT BREEZE BRILLIANT EVENTFUL
BRAND / CREATIVE BRIEFS Rūtsu EMOTIONAL
Turf & Tree Care
GROUNDSWELL
ūtsu
R
Born in the mountains hitting peaks
All terrain growth
GROUNDSWELL
Grow Deliberately
GROUNDSWELL
From Seed to Weed
GROUNDSWELL
Japanese for: No more weeds
GROUNDSWELL
Rutsu
Translation: No more weeds
GROUNDSWELL
Rutsu
Translation: More healthy trees
GROUNDSWELL
Dirt Dojo
GROUNDSWELL
Growth experts
GROUNDSWELL
Seeing the forest from the weeds
GROUNDSWELL
GROUNDSWELL
don’t let weeds dishonour you
GROUNDSWELL
don’t let your trees dishonor you our ninjas will have you looking like an emperor
Amaze From A to Zen
GROUNDSWELL
Ancient roots modern results
GROUNDSWELL
Our tree business has a new branch
GROUNDSWELL
More Love Less Weeds
GROUNDSWELL
PRESENTATION AND ADDITIONAL ICONS
MARKETING TEMPLATES / DESIGN ˝ SOCIAL MEDIA (LAUNCH)
MARKETING TEMPLATES / DESIGN
SHOW THE PROCESS
BLEND FINISHED WITH SKETCHES
TEST VALIDATE
Relates to the Values of our PERSONAS
Harmonizes with our Archetype
Connect with VALUE PROPOSITION
Congruent with MISSION / VISION
Not in conflict Truths Supports Attributes
GROUNDSWELL
BRAND / CREATIVE BRIEFS
GROUNDSWELLING The Foundation
TRANSFORM Compel to enlist others
GROW Create seamless growth
GIVE Bring irresistible and value to get new clients
BUILD Design pull
DELIVERY WHO does it and who is impacted
PLAN
The HOW to do it
STRATEGY
The WHAT to do
BRAND
The WHY brand impacts everything
origins @ScottMartin_org @ScottAdamMartin GroundswellOrigins.com DO NOT DISTRIBUTE WITHOUT WRITTEN PERMISSION CONFIDENTIAL