Branding: Myth or Game Changer. You Decide
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Transcript of Branding: Myth or Game Changer. You Decide
Branding: Myth or Game Changer. You Decide.
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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
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.
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”
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”
Branding: Myth or Game Changer. You Decide.
Brand promise - hitting the “sweet spot”
Often stated as,“Only [brand name] delivers [benefit] in [service category].”
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.
Branding: Myth or Game Changer. You Decide.
Brand promise in action
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
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
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
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
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
Branding: Myth or Game Changer. You Decide.
Best practice case study - YWCA Rochester & Monroe CountyBrand-based funding raising event
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
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
Branding: Myth or Game Changer. You Decide.
Best practice case study - Camp Stella Maris
Brand-reflective donor recognition plaques
Branding: Myth or Game Changer. You Decide.
Best practice case study - Camp Stella Maris
Brand-reflective donor recognition plaques
Branding: Myth or Game Changer. You Decide.
Best practice case study - Camp Stella Maris
Brand-reflective donor recognition plaques
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?
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.
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.
Branding: Myth or Game Changer. You Decide.
The COAE brand - considerations
Assets:
– Name
– Logo
– Tag line (reflects essence?)
– Mission, vision, and values statements
– Goals*
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.
Branding: Myth or Game Changer. You Decide.
The COAE brand - branding effectiveness?
Internal audience External audience(s)
Branding: Myth or Game Changer. You Decide.
Elizabeth Berry
585-598-3265 (office) . 585-586-9050 (smart phone)
www.touchpointscreative.com
Graphic design . Web design . Branding