Branding: Myth or Game Changer. You Decide

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Branding: Myth or Game Changer. You Decide. Branding: Game Changer Myt h o r You decide.

description

Work through a variety of questions and “what ifs” and examine considerations about branding and its role for not for profits. Highlighted topics include brand essence, brand promise, mission, and community perception of not- for-profits. Evaluate the relevance and viability of branding as it relates to marketing today for NPS and to the COAE as an um- brella alliance.

Transcript of Branding: Myth or Game Changer. You Decide

Page 1: Branding: Myth or Game Changer.  You Decide

Branding: Myth or Game Changer. You Decide.

Branding:Game ChangerGame ChangerMyt

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You decide.

Page 2: Branding: Myth or Game Changer.  You Decide

Branding: Myth or Game Changer. You Decide.

Session overview

• Define branding

• Criteria for answering the question

• Best practice case studies highlighted

• The COAE brand considered

• Q & A and wrap up

Page 3: Branding: Myth or Game Changer.  You Decide

Branding: Myth or Game Changer. You Decide.

Branding - a definition

Branding is authentically communicating about every aspect of your organization in ways that differentiate it in the marketplace and build emotionally-compelling connections with your audience(s).

•Successful branding is only possible with a clearly and accurately defined brand.

Page 4: Branding: Myth or Game Changer.  You Decide

Branding: Myth or Game Changer. You Decide.

Defining your brand

• Brand essence

– The heart and soul of your brand.

– Its fundamental nature.

– It’s the one constant across all service categories and for every audience.

– Usually stated in very few words.

• Bill & Melinda Gates Foundation: “All Lives Have Equal Value”

• Andre Agassi Foundation for Education: “With Education, There is Hope.”

• The Nature Conservancy: “Saving Great Places”

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Branding: Myth or Game Changer. You Decide.

Defining your brand

• Brand promise

– Brand essence actualized.

– Differentiating benefits that are relevant and

compelling to the customer.

– Benefits can be functional, experiential, emotional

or self-expressive.

– Hits the “sweet spot”

Page 6: Branding: Myth or Game Changer.  You Decide

Branding: Myth or Game Changer. You Decide.

Brand promise - hitting the “sweet spot”

Often stated as,“Only [brand name] delivers [benefit] in [service category].”

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Branding: Myth or Game Changer. You Decide.

Brand promise must:

• Address important customer needs.

• Leverage your organization’s strengths.

• Provide a competitive advantage through differentiation.

• Inspire, energize and mobilize your people.

• Drive every organizational decision, system, action and process.

• Manifest itself in your organization’s products and services.

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Branding: Myth or Game Changer. You Decide.

Brand promise in action

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Branding: Myth or Game Changer. You Decide.

Back to our original question.

Is branding a . . .

or, is it a

How do you decide?

Game Changer

Game Changer

Myth

Myth

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Branding: Myth or Game Changer. You Decide.

Criteria for deciding

Myth = any invented story, idea, or concept

Branding is a myth in your organization if:– Your brand is undefined.

• Essence is unclear.

• Promise is not clearly articulated

– There is lack of concensus and buy-in around your brand.

– Your brand promise is not the reference point for every

aspect and action of your organization.

– Your organization is undifferentiated from others.

– Lacking emotional connection with audience(s).

Myth

Myth

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Branding: Myth or Game Changer. You Decide.

Criteria for deciding

Game changer =– Being visionary.

– Being an organization that has a clear, vigorous understanding of its assets and leverages all its tools for maximum viability and effectiveness.

• Branding is a game changer in your organization if:– Your brand is authentically defined and clearly articulated.

– There is concensus and buy-in around your brand.

– Your brand is the reference point for every aspect of your organization.

– Your organization is clearly differentiated from others.

– Your brand helps build emotionally-compelling connections with your audience(s).

Game Changer

Game Changer

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Branding: Myth or Game Changer. You Decide.

Myth or Game Changer - you decide.

If, your organization’s brand is – Clearly defined

– The basis for all decisions

– The fulcrum for all actions

– The reference point for all messaging

– Differentiates you in the marketplace

– Is the promise upon which emotional connections are built

Then, branding is a game changer for your organization!

Game ChangerGame Changer

Myth

Myth

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Branding: Myth or Game Changer. You Decide.

Branding in action - 3 best practice case studies

• Brand-based funding raising event

• Brand-reflective donor recognition plaques

• Creative brand marketing

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Branding: Myth or Game Changer. You Decide.

Best practice case study - YWCA Rochester & Monroe CountyBrand-based funding raising event

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Branding: Myth or Game Changer. You Decide.

• Reinforces the brand promise Eliminating Racism. Empowering Women

– Event name

– Client success stories

– Programmatic highlights

– Relevant keynote speaker

Best practice case study - YWCA Rochester & Monroe CountyBrand-based funding raising event

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Branding: Myth or Game Changer. You Decide.

Best practice case study - Camp Stella Maris

Brand-reflective donor recognition plaques

• The challenge

– Visually convey the CSM brand

– Acknowledge and honor donors

– Celebrate the CSM “family”

– Tie in experientially with the site

• The solution

– CSM’s setting (experiential,

emotional and self-expressive brand

benefits)

– Thematically show the donors in the CSM setting

– Differentiate

– Coordinate with building design

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Branding: Myth or Game Changer. You Decide.

Best practice case study - Camp Stella Maris

Brand-reflective donor recognition plaques

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Branding: Myth or Game Changer. You Decide.

Best practice case study - Camp Stella Maris

Brand-reflective donor recognition plaques

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Branding: Myth or Game Changer. You Decide.

Best practice case study - Camp Stella Maris

Brand-reflective donor recognition plaques

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Branding: Myth or Game Changer. You Decide.

Best practice case study - NeighborWorks RochesterCreative brand marketing

Opportunity: What do NeighborWorks Rochester and George Eastman House Sweet Creations have in common?

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Branding: Myth or Game Changer. You Decide.

Best practice case study - NeighborWorks RochesterCreative brand marketing

Brand message: NeighborWorks Rochester helps people transform their homes and make dreams come true.

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Branding: Myth or Game Changer. You Decide.

Best practice case study - NeighborWorks RochesterCreative brand marketing

Marketing benefits:

•Reinforce brand promise in a fresh

way.

•Reach an expanded audience in a

new setting.

•Positive link with another NPO.

•Opportunity for engaging P.R. and

media exposure.

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Branding: Myth or Game Changer. You Decide.

The COAE brand - considerations

Assets:

– Name

– Logo

– Tag line (reflects essence?)

– Mission, vision, and values statements

– Goals*

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Branding: Myth or Game Changer. You Decide.

The COAE brand - considerations

Goals:

– Provide networking vehicles and support for members.

– Elevate COAE’s public profile and role related to

influencing community decisions.

– Promote preferred management practices.

– Promote operating efficiencies.

– Promote opportunities for synergy among members/

organizations.

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Branding: Myth or Game Changer. You Decide.

The COAE brand - branding effectiveness?

Internal audience External audience(s)

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Branding: Myth or Game Changer. You Decide.

Elizabeth Berry

585-598-3265 (office) . 585-586-9050 (smart phone)

[email protected]

www.touchpointscreative.com

Graphic design . Web design . Branding