Raising your brand

profilePresenter: Kim Cable

• Kim Cable, Director of Markethub Marketing and Fundraising Services; and Communications and Marketing Manager at Community Waikato

Introduction

What we will cover

• What is a brand?• Why is a brand important?• How to raise your brand profile

A brand is not a logo

What is a brand?

A brand is not a product or a service

What is a brand?

An emotional connectionA brand simply put, is what a person FEELS when they come into contact with any part of your organisation. This may be your customer service, your product, your advertising, the look of your business, your logo…anything that makes them aware of you

What is a brand?

What is a brand?So…

Your brand is not what YOU say it is…

Your brand is what THEY say it is

Brands are defined by individuals, not by companies.

Why is it important to manage your brand?

• When you interact with people, both online and offline, they’ll build up an image of who you are over time.

• You want to be in control of all of those impressions.

Why leave your professional brand to chance?

• You should manage your organisations brand to ensure the impression people have of your organisation is one you want them to have

The brand gap

What people think about us

What we want people to

think about usTHE BRAND GAP

Why do we care about branding?

• When it comes to choosing what causes to support, or what products and services to purchase people have too many choices

• A brand differentiates you• Consumers base their buying and spending

choices on trust

TRUST“I feel confident they make the best use of each dollar donated”Female, 55-59, Waikato

“St John acted fast and is the reason my ten-week-old son made it into this world.”Female, 25-29, Canterbury

St John: 2014 Winner of most trusted charities brand NZ

Why do we care about branding?

• It is important to know yourself to sell yourself

• When you are passionate about what you do, and know the value of your organisation it is easier to sell yourself and attract funding and support

Why do we care about branding?

• If you want to make a change you have to have a presence

Branding adds valueBrands have a dollar value

The billion dollar brand clubIn US (millions)

The Coca Cola Story

Branding adds value

A brand is therefore a powerful strategic tool

Creating a strong brand

Plan your marketing

Marketing StrategyThe approach you will take to achieve your goals

e.g. promote our charity event to local families

Brand toneYour tone of voice throughout all communications, tailored to your target audience

Visual IdentityThe visual elements of your brand

Raising your profileRaising your profile is about your organisation:• Creating a clear and compelling proposition (elevator

pitch)• Understanding your unique selling points (USP)• Understanding the needs of the people you are trying to

reach (your target audience)• Finding the right ways to communicate your clear and

compelling proposition and your USP to your target audience

Create a clear and compelling proposition

Know who you areKnow what you doKnow why it matters

Unique Selling PointsThe ways your organisations service is different to anyone else's service, and why it is important

Target AudienceThe people you want to communicate with

Donors

BoardFunders Government

Beneficiaries

Maori

Local families

Community Sector

Sponsors

Communication toolsPress releases

Billboard

Advertisements

Facebook

E-newsletter/ email

Banner

Website

Guest speaker

Letter to the editor

Community noticesBlog

Be CreativeCreative ideas that capture the essence of your brand

Be Different

Be Customer Focused/ Donor centricInvolve your Audience

Bring your audience into the creative processCreate a dialogue with them, rather than one way communication

Your Organisation

Message Consumer

Develop Partnerships

Brand awareness

The more you increase your profile, the more you will raise your brand awareness

What we covered

• What is a brand?• Why is a brand important?• How to raise your brand profile?

Now what• Develop your marketing plan, and determine your brand

tone and visual identity• Create your clear and compelling proposition• Identify your Unique Selling points• Define your target audience • Choose which

communication strategies will work best

• Take into account your resources (time, budget)