Building Brand and Identity for 4-H in Canada · Building Brand and Identity for 4-H in Canada...
Transcript of Building Brand and Identity for 4-H in Canada · Building Brand and Identity for 4-H in Canada...
Building Brand and Identity for 4-H in Canada
Jennifer Austin
Director, Marketing & Communications
February 14, 2015
• 4-H’s Branding Challenge
• What is a brand and why is it important?
• 4-H’s Branding Solution
• How we can all help…
• Questions?
Agenda
• 4-H logo is a registered trademark.
• It represents our official identity.
• It is essential that our logos and brand standards be used correctly.
• The corporate logo should always be taken from official files as
made available by 4-H Canada.
• The elements within the logo and their relative position to one
another should never be rearranged.
4-H Logo Today
But…this is the reality:
• Need to protect the brand: no clear guidelines on how to ensure the
right people are using the brand in the right way
• No consistent visual identity: logo, colours, graphic elements,
style of photography, fonts
• Lack of common language: key messages, our narrative,
boilerplate
4-H’s Branding Challenge
Branding Discussions for Over a Decade
Discussed by Councils, provinces and AGMs for years
• “Embrace the Future”
o Recognition that 4-H Canada is custodian of the 4-H brand and plea by
Provinces for 4-H Canada to take strong leadership on brand alignment
• “100th Anniversary”
o Brand alignment deemed paramount in 2nd century revitalization
• 2014 4-H Canada Strategic Plan
o Based on input from provinces and stakeholders
o “Identity” established as a strategic priority in Directional Overview
o Initiate a consultative process to gauge appetite to refresh logo and build
brand alignment
• 2014 AGM in Abbottsford
o Endorsement to proceed
o Logo Task Force committee struck (More on this later…)
Why now?
• All 4-H branding should embody the distinct values that we stand
for (programs, apparel, websites, etc.).
• Effective brand communication must be consistent across all
media.
• A set of components—logo, typeface, colours, and design
standards—will be created to represent a strong 4-H identity.
What we need to do…
Then we will talk about how 4-H is tackling its branding challenge!
Let’s learn more about branding…
https://www.youtube.com/watch?v=k5016fh7TgQ
Let’s watch a short video to start.
What is brand?
1. Perceptions in the mind of the consumer
• Emotional or rational
• It’s how you feel
• It’s a visceral reaction
2. Characteristics that make you unique
3. Commands premium price/respect
So to summarize, brand can be described as…
• Branding is an effective way to develop recognition of who we are,
what we do and why we do it with those who matter to the
organization.
• Consistent experiences build trust and reputation which translates
into:
o More members
o Engaged stakeholders
o Increased ability to raise funds to run great programs.
Why is brand important?
• Vision – what you aspire to become
• Mission – what you must do to achieve Vision
• Strategic Objectives – what you must achieve to realize Vision
• Promise, Values & Personality – how we do what we do
• Brand Story – illustrates your unique philosophy or methodology
and how it impacts what you offer
What defines a brand?
• Organize the world’s information and make it universally
accessible and useful.
• https://www.youtube.com/watch?v=gHGDN9-oFJE
Google’s Mission:
CocaCola’s Mission:
• To refresh the world...
• To inspire moments of optimism and happiness...
• To create value and make a difference.
• https://www.youtube.com/watch?v=uuMGR5jMKKs
• Communicates the essence of our organization
• It differentiates us from everyone else
• Reinforces who we are
• Allow us to be competitive:
o Retention
o Recruitment
o Extend into new areas
Why is branding so important?
I've learned that people will
forget what you said, people
will forget what you did, but
people will never forget how
you made them feel.
- Maya Angelou, author
Brand is an experience
Brand Experience = Value/Reputation
no brand Hanes Nike
Value: $5.00 $10.00 $30.00
Promise: none comfort inspire
Brand Experience = Value/Reputation
gas station Tim Horton’s Starbuck’s
Value: $1.00 $1.60 $2.00
Promise: none quality better world
So…what is 4-H’s brand solution?
Logo Task Force Mandate & Expectations
Approval to create a proposal to refresh the 4-H Canada logo was given by Council to complement the brand alignment initiative.
Logo Task Force Committee:
• Chair: Randy Mowat – VP Marketing MNP and Vice-Chair Canadian 4-H Foundation
• Breanne Durie – 4-H member, former 4-H Canada Council Member and YAC representative
• Debra Brown – Executive Director 4-H Ontario
• Leanne Sprung – Senior 4-H & Youth Specialist, Manitoba Agriculture, Food & Rural Development
• Linda Porter – 4-H Canada Council Member and Executive Director 4-H New Brunswick
• Lorelei Muller – Executive Director of 4-H Quebec
• Susann Stone – Executive Director of the 4-H Council of Alberta
Timeline: 6 months
Collaboration: National, youth, leaders, staff
Endorsement: unanimous by Task Force Committee
Task Force Conclusions
After discussions with stakeholders across Canada, there is:
a strong appetite for updating the 4-H Canada logo;
a general comprehension of what aligning and strengthening the brand can do for the 4-H movement; and
agreement on new visual identity and the roll-out process.
Task Force’s Commitment
• Honour 4-H’s core values
• Respect the heritage of the organization
• Institute a ‘soft launch’ of new brand identity, being mindful
of fiscal resources in the rollout of the new brand Identity
• Communicate to all stakeholders that materials with their
current logo can be phased out, but any new material will
need the new logo as of June 12, 2015.
• Evolve the visual identity, not revolutionize
Evolving Brands
Brand Architecture and Alignment of the Brand
• Establish a strong brand architecture which includes Provinces and
Clubs
• All stakeholders to be represented
o National logo with standards
o Provincial logo with standards
o Club logo with standards
• Ease of use for all stakeholders
• Consistent alignment and usage across the country and at all
organizational levels
Benefits
• For membership
o Communicate the vibrancy and energy of the organization
o Attract new members
o Engage youth
• For fund development
o Build the public perception of the organization and the value it brings to
Canadian youth
• For 4-H as a whole
o Strong 4-H in Canada identity across all levels of the organization
o Reinforce 4-H as leader, driver and 4-H Canada as the custodian of the
4-H brand
Timeline
2014 2015
Activity JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUN
Provincial Consultation
Report back to Provinces
Board Approval
Formal Announcement
Implementation Planning
Unveiling/Launch at AGM
• Resource toolkit for Provinces to help implement the new brand
• Landing page for Clubs and suppliers (downloadable logos,
guideline, FAQ)
• Order new retail items for sale
• National public relations to raise profile of 4-H’s new image
What we will do at 4-H Canada
Working together
What you can do in the provinces
• Never use the old logo again on new items!
• Reflect new visual identity on websites, marketing collateral, signs, etc.
• Get the word out to Clubs and suppliers about our landing page
• Talk up the new brand in your communities!
Stay tuned to www.4-h-Canada.ca/brand
on June 11 for the
unveiling of our new logo!
Questions?
Jennifer AustinDirector, Marketing & Communications
613-759-1013 x29
@jk_austin
Thank you!