Strategic Leadership Retreat 5 May 2012 · Organizational Strategy Vision, Mission, Goals Brand...
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BRAND WORKSHOP Strategic Leadership Retreat 5 May 2012
Transcript of Strategic Leadership Retreat 5 May 2012 · Organizational Strategy Vision, Mission, Goals Brand...
BRAND WORKSHOP
Strategic Leadership Retreat
5 May 2012
CFA Institute
AGENDA:
BRINGING OUR NEW BRAND TO LIFE
Session I: Defining our brand
Break
Session II: Telling our story
LEADERSHIP RECOGNITION LUNCHEON
Session III: Communicating our value
Break
Session IV: Visualizing our new brand (Continental Room)
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CFA Institute
WE ARE ALL BRAND AMBASSADORS
Member satisfaction with brand awareness
dropped to 51% in 2012, down from 62% in 2011.
57% of members are looking for opportunities to
promote the CFA Institute mission and vision, yet 53%
of them are not sure about how to go about it.
CFA Institute
Session I
BRINGING OUR NEW BRAND TO LIFE—
DEFINING OUR BRAND
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CFA Institute
OUR BRAND STRATEGY HELPS BRING
OUR ORGANIZATIONAL STRATEGY TO LIFE
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Organizational Strategy
Vision, Mission, Goals
Brand Strategy
Pillars, Tone of Voice, Positioning
Operations,
Products, Services
Identity,
Communications
CFA Institute
BRAND STRATEGY COMPONENTS
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BRAND POSITIONING
Overarching aspiration
BRAND PILLARS
The key ingredients of the brand strategy
TONE OF VOICE
The manner and style of our communications
CFA Institute
BRAND PILLARS
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BRAND POSITIONING
Overarching aspiration
BRAND PILLARS
The key ingredients of the brand strategy
TONE OF VOICE
The manner and style of our communications
CFA Institute
WHAT ARE BRAND PILLARS?
Brand pillars are the key ingredients of the brand strategy.
Our pillars embody the elements that we, as a community,
feel strongly about and they are the foundation of the brand
strategy.
They are unique, value-building characteristics of our
organization.
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CFA Institute
OUR BRAND PILLARS
CFA Institute
TONE OF VOICE
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BRAND POSITIONING
Overarching aspiration
BRAND PILLARS
TONE OF VOICE
The manner and style of our communications
Professional
excellence
to raise
standards in
the industry
Champion for
ethical behavior
in investment
markets
Respected
source
of knowledge
in investment
markets
Strong, global
community of
investment
professionals
Serving the
interests of
investors and
of society
CFA Institute
WHAT IS TONE OF VOICE?
Tone of voice is the manner and style in which
we write and speak about ourselves.
It shapes how we look, feel and sound—fusing
language, design and content.
Tone of voice should be reflected across
all communications—including advertising, press
releases, newsletters, emails, web copy and internal
communications—by all stakeholders.
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CFA Institute
TONE OF VOICE DIFFERENTIATES BRANDS
• Fun
• Iconoclastic
• Stylish
• High quality
• Smart
• Confident
• Professional
• Human
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CFA Institute
OUR TONE OF VOICE
INSIGHTFUL
We are smart and perceptive.
We look at things from different
perspectives and offer a fresh
point of view.
NOT: Dry, jargon-heavy
APPROACHABLE
Our door is open.
We invite dialogue and speak with
clarity and accessible language.
NOT: Too casual, cheeky
PREMIUM
We are fluent in excellence.
We hold ourselves to the highest
standards—paying attention to
nuances, choosing words with the
right tone and refined imagery.
NOT: Snobbish, arrogant
VIBRANT
Our passion fuels our language.
It informs our lively points-of-view.
Active words engage our audiences,
explaining the impact of what we do.
NOT: Frenetic, Unrealistic
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CFA Institute
BRAND POSITIONING
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BRAND POSITIONING
Overarching aspiration
BRAND PILLARS
TONE OF VOICE
Insightful, Premium, Approachable, Vibrant
Professional
excellence
to raise
standards in
the industry
Champion for
ethical behavior
in investment
markets
Respected
source
of knowledge
in investment
markets
Strong, global
community of
investment
professionals
Serving the
interests of
investors and
of society
CFA Institute
WHAT IS A BRAND POSITIONING?
A brand positioning summarizes what the organization
stands for, how it is distinctive, and why anyone
should care about it.
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CFA Institute
STRONG BRANDS ARE BUILT ON CLEAR,
BOLD, DISTINCTIVE POSITIONINGS
General Electric:
Innovation that matters
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CFA Institute
CFA INSTITUTE
BRAND POSITIONING
Positioning
Shaping an
investment
industry that
serves the
greater good
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CFA Institute
OUR BRAND STRATEGY
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BRAND POSITIONING
Shaping an investment industry that serves the greater good
BRAND PILLARS
TONE OF VOICE
Professional
excellence
to raise
standards in
the industry
Champion for
ethical behavior
in investment
markets
Respected
source
of knowledge
in investment
markets
Strong, global
community of
investment
professionals
Serving the
interests of
investors and
of society
Insightful Approachable Premium Vibrant
CFA Institute
BRINGING OUR NEW BRAND TO LIFE—
BRAND ATTRIBUTES EXERCISE
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CFA Institute
BRAND ATTRIBUTES EXERCISE
Your team will be given two identical sets of 10 cards.
Each card has images that show two attributes that could be used to describe
our brand.
Part 1: Current state
• How do you think the CFA Institute community (CFA Institute, member
societies, members, etc.) is perceived?
• Spend 5-10 minutes, using one set of cards and working in your teams, to
decide which of the attributes on each card best describes us currently.
Part 2: Future state
• Now, given all that you know about the new brand strategy, how do you want
our community to be perceived in the future?
• Spend 5-10 minutes, using the other set of cards and working in your teams,
to decide which of the attributes on each card you would like to describe our
community in the future.
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CFA Institute
BRAND ATTRIBUTES EXERCISE
Part 3: What should change?
• Now that you have identified which perceptions you would like to change (and
what should stay the same!), spend 10-15 minutes, working in your teams, to
choose the change that you think is most important and brainstorm some
high-level ideas for how the CFA Institute community could change that
perception.
Part 4: Sharing
• Teams will reconvene and present one attribute they would like to change,
why they think this is important, and what our community must do differently to
change this perception.
• We will collect the worksheets and compile the teams’ work for sharing.
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CFA Institute
Session II
BRINGING OUR NEW BRAND TO LIFE—
TELLING OUR STORY
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IMPORTANCE OF SOCIETY MARKETING RESOURCES
0%
20%
40%
60%
80%
100%
CFA Institute
“THE PITCH”
You are mingling at a networking event. You meet someone who is unfamiliar
with your society, CFA Institute and the CFA Charter.
Given everything you now know about our new brand, what would you say about
our community? How would you describe what it does, and what it stands for?
Would your “pitch” change from what you have said in the past?
Part 1
• Individually, spend 5-10 minutes creating a short, 30 second “pitch” describing,
in your own words, what would you say about our community and your role
within it?
• Consider how you would incorporate some of the key ideas from the brand
positioning and pillars.
• Also consider using the tone of voice to inform your writing style
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CFA Institute
TELLING OUR STORY:
KEY THEMES TO INCLUDE
• Shaping an investment industry that serves the greater good
• Ensuring professional excellence and rigor
• Raising and upholding standards
• Being a champion for ethical behavior
• Leading industry thinking
• Being a respected source of industry knowledge
• Being active in the global community of investment professionals
• Ensuring investors’ interest come first
• Driving efficient and effective markets
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CFA Institute
“THE PITCH”
Part 2
• Once everyone has finished writing, each person will present their pitch to
the rest of their team.
• Spend 10-15 minutes discussing what you like about each pitch and select one
(or a hybrid of several) to present to the larger group.
Part 3
• All teams will reconvene to share their best pitches.
• All the best 30 second pitches will be collected by the session facilitators and
will be complied into a master document and circulated to all societies.
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CFA Institute
Session III
BRINGING OUR NEW BRAND TO LIFE—
COMMUNICATING OUR VALUE
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CFA Institute
“WHY SELECT A CHARTERHOLDER?”
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CFA Institute
“WHY SELECT A CHARTERHOLDER?”
Part 1
• Spend 5 minutes, working in your teams, to brainstorm the 4-6 key audiences
for this publication.
• Write the audiences in the first blank row of the table (e.g., investors,
employers, etc.)
Part 2
• For each audience you have identified, spend 30 minutes working in your
teams, to brainstorm 3-5 key “benefit messages” that would be most relevant to
each group.
• Consider what is most important to each audience.
• For each “benefit message,” also brainstorm “proof points” what could support
that message—i.e., why this audience should believe that they will get this
benefit from selecting a Charterholder. What facts support your claim?
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CFA Institute
“WHY SELECT A CHARTERHOLDER?”
Part 3
• All teams will reconvene and each will present the benefit messages and proof
points they brainstormed for one audience.
• At the end of the exercise, all the posters will be collected by the facilitators and
the content will be complied into an updated “Why Select a Charterholder?”
factsheet.
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THANK YOU
