the power of effective branding - beth owens

The Power of Effective Branding

Presented by Beth Owens, BrandEra Marketing

What is a Brand?

• The essence, character or spirit of a product, service or place– Transcends the product, service or

place• Authentic message that resonates with

target market• The image/message you can live with for 5

years of more• Something to buy into, not just buy

Importance of Branding Your Parks and Recreation Department

• Creates an identity for your parks & recreation facilities that separates you from the competition

• Unique way to showcase your “wow” factors

• Serves as the foundation for consistent, long term messaging

• Builds top-of-mind awareness and demand from the target market

Visible Extensions of Your Brand

• Signage• Welcoming and wayfinding signs• Banners• Websites and e-blasts• Outdoor billboards and posters• T-shirts and other logo specialty items• Advertising campaigns• Tradeshow booths• Messaging in brochures and other

collateral

Iconic Brands

What Makes a Great Brand

• Is in it for the long haul• Can be anything• Knows itself• Invented or reinvented an entire industry• Creates an emotional connection

What Makes a Great Brand

• There’s a story to be told• Demonstrates consistency in design• Is relevant and meaningful to the

customer

Communicating Your Branded Message

Medium of Transmission

Coded Message

Feedback

Decoded Message

Receiver oraudienceSource

Communicating Your Branded Message

• The goal is to establish associations in the customer’s mind between your Parks and Rec department and messages that will persuade them to buy and participate.

What’s in Your Branded Message?

• Targeting your buyers• Clarifying problems you solve• Defining results you achieve• Differentiating yourself from

competitors• Using plain language

Communicating Your Branded Message

• Start with the customer’s perception of the product and build your message around it.

Communicating Your Branded Message

• Does the customer get what you are selling?

• What are the benefits?• What emotions are you

addressing?

Making the Branded Message Stick

• Simple• Unexpected• Concrete• Credible• Elicits emotion• Tells a story

What Makes a Great Branded Campaign

• Edgy, controversial ads that always reinforce the swoosh

Nike Ads

Nike Ads

Nike Ads

Case Studies by BrandEra

City of North Richland Hills

City of North Richland HillsNRH Centre

LOGO

WEBSITEDIRECT MAILER

WELCOME PACKET

City of North Richland HillsNRH Centre

City of North Richland Hills

COLLATERAL CAMPAIGN

INVITATION

City of MansfieldOliver Nature Park

Oliver Nature Park

TAGLINE & LOGO

BROCHURE

Oliver Nature Park

AD

Oliver Nature Park

WEBSITE

Oliver Nature Park

INVITATION

PROGRAM

Oliver Nature Park

Fort Worth Parks & Community Services

Chisholm TrailCommunity Center

INVITATION

BROCHURE

Chisholm Trail Community Center

Chisholm Trail Community Center

FLYER

Chisholm Trail Community Center

AD

Downtown Arlington

LOGO AND TAGLINE

Downtown Arlington

PRINT ADS

Downtown Arlington

BROCHURE

Downtown Arlington

PASSPORT

Downtown Arlington

BILLBOARD

NEWSPAPER STICKER

Downtown Arlington

Grand Prairie Tourism

Grand Prairie Tourism

HANDOUT

Grand Prairie Tourism

ONLINE BANNER

BILLBOARD

Questions about your branding?

Thank you for viewing our work!

Beth OwensBrandEra Inc.117 Magnolia Ave.Fort Worth, TX 76104bo@branderamarketing.comwww.branderamarketing.com