Branding APLD with Garden Media Group 2 21 10
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Branding APLD APLD Chapter Symposium Berkeley, CA February 20-21, 2010
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Transcript of Branding APLD with Garden Media Group 2 21 10
Branding APLD
APLD Chapter SymposiumBerkeley, CA
February 20-21, 2010
Let’s Talk Branding
What Branding Is Not
What Is Branding?
Branding APLD
How You Can Help?
Whata brandIs NOT
A brand is not a name or URL
A brand is not a logo or symbol
A brand is not a character
A brand is not a slogan or jingle
A brand is not a package or signage
Whatis
a brand?
A brand is ..."A brand is a promise of a relationship and a
guarantee of quality." Alycia Perry, Before the Brand
"A brand engages the senses and emotions and forges a deeper, lasting connection."
Marc Gobé, Emotional Branding “Advertising grabs the mind; branding grabs the
heart.” Rob Frankel, a branding consultant
"A brand name on a package is not the same thing as a brand name in the mind.“
Al and Laura Ries, The 22 Immutable Laws of Branding
“Your brand is the heart and soul of your company." Sergio Zyman, The Zyman Group
A brand is a living entity – enriched or underminedcumulatively over time,
by the product of a thousand small gestures!
Michael EisnerFormer CEO, Disney
Brand Touches Everything
• Controls how the market thinks and feels about you
• Allows you to stand out in your customer’s mind
• Tells everyone who you are
• Total & consistent experience
• Decision making based on core values
EDUCATORSSTUDENTS
MEDIA
INDUSTRYPROFESSIONALS
SUPPLIERSSPONSORS
CONSUMERS
MEMBERS
APLD
The Heart & Soul
Brand Personalities
An effective brandreflects the brand’s true
personality
An off target brand is disconnected
from your brand personality
Starbucks Mission:
To inspire and nurture the human spirit —
one person, one cup,
and one neighborhood at a time.
The Intimate Brand
Delaware
Irvine CA
England
Japan
Dubai
Lisbon
Disney Village -- Paris
The Starbucks Brand is the Same
The Pillars of the Brand
Consistent quality coffee
Consistent customer service
Consistent connectionto customers & communities in ways that make a difference
• The coffee house camaraderie
• Connecting with the local neighborhood community
• Provide a truly uplifting experience
The Essence of the Brand
Whatdoes
this mean to
APLD?
APLD Mixed Bouquet
APLD Blended Bouquet
All members understand & share APLD Vision &
Values
APLD Chapters Are Brand Stewards
Each Chapter is unique but connected
Each Chapter expresses APLD’s vision & values
Each Chapter consistently supports APLD’s brand position & promise
BrandBuilding Blocks
Build the Foundation
Supports APLD vision
Cultivates APLD core values
Fulfills APLD goals
Consistent Brand Promise
• Tells everyone who you are and what you stand for
• Shows how it benefits the your clients
• Stirs an emotional appeal
• Is the total and consistent experience with everyone you touchRemember: Don’t make promises you can’t keep
Consistent Messages• Design beautiful, livable
outdoor spaces
• “Go to” landscape design experts for success
• Creative landscape problem solvers
• Enhances property value
• More effective use of resources
• Cost efficient in long run
Consistent Standards• Be professional• Continue
education• Protect the
environment • Be loyal & honest
to clients• Participate in
public service activities
Consistent Name & Look
HowDo WeGrow
APLD’sBrand?
Build Reputation• Promote experts
• Set up interviews
• Quote in stories
• Conduct media tours
Reach Industry Peers & Associates
Reach out to landscape designers, real estate and building trades & partner industries
Increase APLD awareness
Place trade stories
Promote award winners
Attract Educators & Students
Build brand awareness
Populate social media
Promote APLD competitions, seminars & scholarships
Educate ConsumersPromote why you need a landscape designer
Distribute “how-to” stories
Promote award winners locally
Include in Garden Trends
Use social media
Engage Media
Introduce media influencers to APLD
Develop resource list of experts
Conduct media tours
Develop PR tool kit for members
How You Can Help
Get On Board• Be an APLD
brand steward
• Share information
• Encourage APLD involvement
Reach Out• Local schools
• Local trade groups
• Local non-profits
• Local community activities
Share Information with Us
• Who’s writing about gardening?
• Who’s your gardening radio personality?
• What local TV programs feature gardening?
• Who are your favorite social gurus?
• What are the local trade & consumer shows?
Your NameExpertise for
speaking/interviews Email/Phone Chapter
Recommended Members Expertise Email/Phone Chapter
Name of Newspaper, TV, Radio, Magazine, Website, Social
Media Contact Name Email/Phone Notes
Name of Local Trade or Consumer Show Dates & Location Website Notes
Email: [email protected] Fax: 610-444-3043
Mail: 520 W. State St. Kennett Square, PA
19348Call: 610-444-
3040
Use PR Tool Kit• Media Relations
Primer• Landscape design
feature stories• APLD press
release templates• Graphics, logos,
links• Social Media Tools
52© 2010 Garden Media Group
[email protected]@SuziMcCoyGMG
suzi.mccoyin/suziwatsonmccoy
610-444-3040
