Heroika for Placemaking

Landerlander

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What it does

Heroika helps places attract more visitors by giving them tools and skills for talking to their audiences through the power ofstorytelling. It aims to become the ultimate brand strategy and comms framework while radically democratising marketing communications. In order to achieve it, Heroika educates founders in storytelling while constantly evolving to add more and more comms tools up its sleeves.

What you get

After completing Heroika (please allow yourself several hours for the process) you will have:

your brand strategy which doubles as a 10-sec elevator pitch. We call it Brand Saga; see What it does above for Heroika's Brand Saga;
your content strategy connected to your sales funnel.

When you are done, your next steps would be:

getting a visual brand identity: briefing designers is easy with your brand strategy;
creating or editing your website, landing pages, emails, etc.: it's easy with your content strategy and brand identity;
creating the overall communications strategy: it's easy when you have all of the above.

How it works

Heroika is best suited for new or relaunched venues where owners and team wear many hats, including a CMO hat. In short, if you know what the place is about, Heroika will help you attract more visitors and increase repeat visits by communicating with your audience.

This is a 3-step journey of brand development from a place on a map to a destination that is ready to set out and tell its story to the world.

1. World

Who are you in the world that surrounds you?First, let's talk about the place. What is the human problem your place helps its visitors solve or the need it fulfils? These are the most important questions of all, which define the foundation of your brand:

What does it do?
Who is it for?

Without a clear answer for this, your place will remain a nameless dot on a map rather than a desired destination.Then you need to take a look at the world that surrounds your place. There are many characters and forces around, so let’s figure out the ones that are significant for your place.

2. Spot (Brand strategy)

Looking at this world, you will come up with a SWOT matrix to have an overview of your place's position on the market. This is where you will employ our own tool called SWOT-SPOT. A well-known brand matrix: Strengths, Weaknesses, Opportunities and Threats, becomes the brand's SPOT behaviour matrix: Serve, Polish, Obtain, Tackle. This set of behaviours will become the base of your place's brand.

3. Stories (Content strategy)

Time to come up with the stories you are going to tell about your place. Each kind of HERO behaviours will have their own types of stories that you will then connect to your communications and sales funnels. This way you'll always know what kind of stories to tell your audience on their journey in the sales funnel.

FAQ

Is help available?

Yes. Contact us at victor@landerlander.com.

Do you do workshops?

Yes. A basic workshop that runs you through the template will take 4 to 6 hours resulting with your brand strategy and content strategy. An advanced workshop will take twice as much time and will add communication strategy and communication plan to the results.