Download - Branding: Myth or Game Changer. You Decide

Branding: Myth or Game Changer. You Decide.

Branding:Game ChangerGame ChangerMyt

hMyt

hor

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 - 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.


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”


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”


Brand promise - hitting the “sweet spot”

Often stated as,“Only [brand name] delivers [benefit] in [service category].”


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.


Brand promise in action


Back to our original question.

Is branding a . . .

or, is it a

How do you decide?

Game Changer

Game Changer

Myth

Myth


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


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


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 in action - 3 best practice case studies

• Brand-based funding raising event

• Brand-reflective donor recognition plaques

• Creative brand marketing


Best practice case study - YWCA Rochester & Monroe CountyBrand-based funding raising event


• 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


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


Best practice case study - Camp Stella Maris

Brand-reflective donor recognition plaques


Best practice case study - NeighborWorks RochesterCreative brand marketing

Opportunity: What do NeighborWorks Rochester and George Eastman House Sweet Creations have in common?



Brand message: NeighborWorks Rochester helps people transform their homes and make dreams come true.



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.


The COAE brand - considerations

Assets:

– Name

– Logo

– Tag line (reflects essence?)

– Mission, vision, and values statements

– Goals*


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.


The COAE brand - branding effectiveness?

Internal audience External audience(s)


Elizabeth Berry

585-598-3265 (office) . 585-586-9050 (smart phone)

[email protected]

www.touchpointscreative.com

Graphic design . Web design . Branding

Download - Branding: Myth or Game Changer. You Decide

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