A framework for brand building in the social media era. For more information and in-depth tools for different steps of the model, please contact us at Kurio.

1. SOCIAL BRAND FRAMEWORK
@jarilahdevuori & @ElliTuominen // @kurio_marketing

2. brand blueprint
brand promise & image
key visuals & slogans
#OLD
© Kurio 2014

3. mass media vs. social media
high control vs. low control
brand lives in the marketing dept. vs. the whole company lives the brand
slogans vs. evidence
campaigns vs. on-going
memorable vs. shareable
enter the social brand
© Kurio 2014

4. THE SOCIAL BRAND FRAMEWORK
© Kurio 2014
purpose
connection
action
evidence
sociability
Does your brand have a purpose other than the
bottom line? A reason and a right to exist?
Do your stakeholders feel a connection to your
purpose? Do they know it?
Does your brand inspire action in key
stakeholders of your company?
Do the actions turn into evidence of the brand?
Does the evidence engage relevant people?
Does it spark a conversation and spread?
brand blueprint
brand promise & image
key visuals & slogans

5. purpose connection action evidence sociability
Does your brand have a purpose
other than the bottom line? A
reason and a right to exist 10
years from now?
© Kurio 2014

6. purpose connection action evidence sociability
Do your key stakeholders feel
a connection to your purpose?
© Kurio 2014

7. purpose connection action evidence sociability
Does your brand inspire action in
key stakeholders of your company?
© Kurio 2014

8. purpose connection action evidence sociability
Do the actions turn into
evidence of the brand?
© Kurio 2014

9. purpose connection action evidence sociability
Does the evidence engage
relevant people? Does it spark a
conversation and spread? Have
you found your sociability?
© Kurio 2014

10. For more information:
jari@kurio.fi // @jarilahdevuori
© Kurio 2014