1. ASHA CEUs BRAND ESSENCE & POSITIONING STATEMENT

2. WHAT IS A BRAND ESSENCE? A framework that shows the bridge between the intended target audience and your offering Discerns the role your brand plays in meeting their needs and expectations Helps to translate product features into audience- relevant benefits Shows the thinking behind the elements in the Positioning Statement

3. WHAT IS A POSITIONING STATEMENT? Concise description of your target audience as well as a compelling picture of how you want them to perceive your brand Reflects sound strategic thinking and is a guiding light when developing all the elements of a marketing mix Provides a foundation for developing clear, focused, and consistent messaging Designed to resonate with the target audience because it is grounded in insights about them

4. Example: Sprite

5. For Me Keeps Me Going Brand I know and Trust It fits with who I am It just feels like the right choice Cuts through my thirst and clears my head so I can do the things I want to do A choice I don’t have to think about, part of my everyday life Feeling free to choose my own path, living life on my own terms Self-confidence to freely express myself as an individual or within a group Being straight-up, real and a trusted friend Crisp, clean taste Crystal clear appearance Clear, thirst quenching refreshment that encourages me to be my true self Honest/True to Myself & Others Self-confidence Comfortable Being Myself Thirst-Quenching Clarity Functional Benefits Physical Point of Advantage Teen Core Value Brand role Psychological & physical consequences Teen Need States/ Motivations

6. Target:To teens and young adults, who are in the process of establishing their own identity, Frame of Reference:Sprite is the youth drink Point of Difference:that encourages them to have the self-confidence to be true to themselves, Support:Because its direct, honest attitude, combined with its clear, thirst-quenching refreshment, is instinctively right. POSITIONING STATEMENT

8. SOME BACKGROUND What are we promoting? ASHA CEUs Primary Audience Certified and licensed audiologists and speech- language pathologists who are clinical service providers Secondary Audience Researchers, clinical supervisors, professors, post- graduate and PhD students, and professionals in their clinical fellowship year

9. BRAND ESSENCE FOR ASHA CEUs

10. I NEED OR I AM MOTIVATED BY

11. MY CORE VALUE I need to continually learn, so I can provide the best services to the individuals I serve.

12. BENEFITS OF ASHA CEUs Needs 1,2,4Needs 1, 5Need 3Needs 1,3,4,5Need 3

13. ASHA CEUs’ BRAND ROLE We are the connection between you (the clinician), continuing education providers, and licensing and credentialing bodies. We facilitate the delivery of the highest quality courses and strive to ensure that your certification and license maintenance is as seamless as possible, so you can focus on learning new skills and better serving your clients.

14. HOW WILL THIS BE USED? Foundation for Positioning Statement Guides development of creative briefs Informs all brand communications Ensures that all benefits address needs, motivations, and core value Keeps brand messaging consistent

15. DISCUSSION