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Job to be Done: Customer Persona, Offering, and Branding

Understanding the Job to Be Done to Connect With Your Audience

Course Overview

💫 Purpose

For a company to have a sustainable business model that leverages economies of scale to its advantage, it must focus on relational engagements vs. transactional engagements with its customers. Relationships are built by understanding the customer, where they are, what they need, and how your offering ultimately benefits them. In a world saturated with marketing and advertising, organizations must be able to grab the attention of their target market through a consistent approach that appeals to their needs and emotions. This creates a brand in customers' minds that they associate with a part of their lifestyle, resulting in increased Brand Awareness, Customer Lifetime Value, Lower Acquisition Costs, and ultimately more effective and efficient marketing efforts.

⛳️ Objective

To truly connect with potential customers, an organization must understand how customers perceive their value proposition through visual, textual, and auditory mediums. By establishing pillar words, identifying brand words, and determining the job to be done, a company can develop appropriate branding kit elements to ensure customer appeal, engagement, and loyalty. We will perform and document a series of exercises to establish a long-term foundation for our branding and marketing kits.

🎯 Goals

Document Job to Be Done & True Competition

Determine Pillar & Brand Words

Map Out Customer Persona

🛶 Activities

Review and understand the job to be done

Define company brand personality, position and tone

Design Brand Kit

📊 Metrics

Customer persona matrix

Template Brand Kit ready for design

Resource to further define brand assets and resources

🔓 Empowerments

Defined brand personality and tone of voice

Branding kit to expedite marketing processess

Clearly understood job to be done

🛠 Resources

The Course Overview provides details on the overall purpose, objective and goals of the exercise. It provides a clear road map of activities and deliverables as well as resources you may need during or after the exercise.

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Course Activity

1. Pre Course Survey

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2. Course Activity & Worksheet

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3. Post Course Survey

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The Course Activity section provides access to the course videos, forms and surveys. There are three parts to complete. Take your time, be thorough and you will produce amazing work. Once you have completed the course you will receive a formatted copy of your responses.

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