francesca kranzberg jconnect information & referral (301) 348-7313...
TRANSCRIPT
![Page 1: FRANCESCA KRANZBERG JCONNECT INFORMATION & REFERRAL (301) 348-7313 FRANCIE.KRANZBERG@SHALOMDC.ORG Branding: Its not just for cattle](https://reader035.vdocuments.us/reader035/viewer/2022070305/5514de3e55034693478b562a/html5/thumbnails/1.jpg)
FRANCESCA KRANZBERGJCONNECT INFORMATION & REFERRAL
(301) 348-7313 • [email protected]
Branding: It’s not just for cattle
![Page 2: FRANCESCA KRANZBERG JCONNECT INFORMATION & REFERRAL (301) 348-7313 FRANCIE.KRANZBERG@SHALOMDC.ORG Branding: Its not just for cattle](https://reader035.vdocuments.us/reader035/viewer/2022070305/5514de3e55034693478b562a/html5/thumbnails/2.jpg)
Those activities that help an organization/program/product stand out in the market place by expressing the organization’s/program’s/product’s benefits to target customers in a unique way that makes an emotional connection.
Definition: Branding:
![Page 3: FRANCESCA KRANZBERG JCONNECT INFORMATION & REFERRAL (301) 348-7313 FRANCIE.KRANZBERG@SHALOMDC.ORG Branding: Its not just for cattle](https://reader035.vdocuments.us/reader035/viewer/2022070305/5514de3e55034693478b562a/html5/thumbnails/3.jpg)
Take the Humble Pencil
Describe the pencil
![Page 4: FRANCESCA KRANZBERG JCONNECT INFORMATION & REFERRAL (301) 348-7313 FRANCIE.KRANZBERG@SHALOMDC.ORG Branding: Its not just for cattle](https://reader035.vdocuments.us/reader035/viewer/2022070305/5514de3e55034693478b562a/html5/thumbnails/4.jpg)
Branding is NOT
Just the logo designJust the color paletteJust the typefaceJust the tagline
![Page 5: FRANCESCA KRANZBERG JCONNECT INFORMATION & REFERRAL (301) 348-7313 FRANCIE.KRANZBERG@SHALOMDC.ORG Branding: Its not just for cattle](https://reader035.vdocuments.us/reader035/viewer/2022070305/5514de3e55034693478b562a/html5/thumbnails/5.jpg)
Let’s have a little fun…
1. "You're soaking in it."a. Cascadeb. Dawnc. Palmolived. Ajax
2. "Ring around the collar."a. Tideb. Wiskc. Gaind. Arm & Hammer
![Page 6: FRANCESCA KRANZBERG JCONNECT INFORMATION & REFERRAL (301) 348-7313 FRANCIE.KRANZBERG@SHALOMDC.ORG Branding: Its not just for cattle](https://reader035.vdocuments.us/reader035/viewer/2022070305/5514de3e55034693478b562a/html5/thumbnails/6.jpg)
Let’s have a little fun…
3. "Cleans like a white tornado." a. Cloroxb. Hooverc. Dirt Devild. Ajax
4. "Whatever you do to the rest of you, your face belongs to…."a. Noxzemab. Dovec. Ivoryd. L'Oreal
![Page 7: FRANCESCA KRANZBERG JCONNECT INFORMATION & REFERRAL (301) 348-7313 FRANCIE.KRANZBERG@SHALOMDC.ORG Branding: Its not just for cattle](https://reader035.vdocuments.us/reader035/viewer/2022070305/5514de3e55034693478b562a/html5/thumbnails/7.jpg)
5. "Tastes good as fresh-perked."a. Mr. Coffeeb. Maxwell Housec. Taster's Choiced. Folgers Coffee
6. "Nothin' says lovin', like somethin' from the oven."a. Betty Crockerb. Pillsburyc. Jiffyd. Duncan Hines
![Page 8: FRANCESCA KRANZBERG JCONNECT INFORMATION & REFERRAL (301) 348-7313 FRANCIE.KRANZBERG@SHALOMDC.ORG Branding: Its not just for cattle](https://reader035.vdocuments.us/reader035/viewer/2022070305/5514de3e55034693478b562a/html5/thumbnails/8.jpg)
7. "Our repairmen are the loneliest guys in town."a. Maytagb. Frigidairec. Whirlpoold. Kenmore
8. "More hold with less spray."a. VO5b. Aqua Netc. Suave d. Dove
![Page 9: FRANCESCA KRANZBERG JCONNECT INFORMATION & REFERRAL (301) 348-7313 FRANCIE.KRANZBERG@SHALOMDC.ORG Branding: Its not just for cattle](https://reader035.vdocuments.us/reader035/viewer/2022070305/5514de3e55034693478b562a/html5/thumbnails/9.jpg)
9. "Does she or doesn't she?"a. Revlonb. Avonc. Clairold. Maidenform
10. "I can't believe I ate the whole thing."a. Pepto-Bismolb. Alka-Seltzerc. Pepcidd. Maalox
![Page 10: FRANCESCA KRANZBERG JCONNECT INFORMATION & REFERRAL (301) 348-7313 FRANCIE.KRANZBERG@SHALOMDC.ORG Branding: Its not just for cattle](https://reader035.vdocuments.us/reader035/viewer/2022070305/5514de3e55034693478b562a/html5/thumbnails/10.jpg)
Who is the Customer?
Decision-maker…someone who influences and determines who uses/pays for goods and services
Purchaser…someone who pays for goods and services
Consumer…someone who uses or consumes the goods or services
![Page 11: FRANCESCA KRANZBERG JCONNECT INFORMATION & REFERRAL (301) 348-7313 FRANCIE.KRANZBERG@SHALOMDC.ORG Branding: Its not just for cattle](https://reader035.vdocuments.us/reader035/viewer/2022070305/5514de3e55034693478b562a/html5/thumbnails/11.jpg)
When the customer is …
buying a new dress for herself she is the decision maker, the purchaser and the
consumer
buying diapers for her infant, she is: the decision maker and the purchaser, the
infant is the consumer
buying a prescription for her husband: his doctor is the decision maker, she is the
purchaser, her husband is the consumer.
![Page 12: FRANCESCA KRANZBERG JCONNECT INFORMATION & REFERRAL (301) 348-7313 FRANCIE.KRANZBERG@SHALOMDC.ORG Branding: Its not just for cattle](https://reader035.vdocuments.us/reader035/viewer/2022070305/5514de3e55034693478b562a/html5/thumbnails/12.jpg)
Who is the Customer?
Lean CuisineStarbuck’s VIA Instant CoffeePampers DiapersCialisGrocery Delivery ServiceAccessible Transportation ServiceInformation and Referral Service/211
Who decides, who pays, who consumes?
![Page 13: FRANCESCA KRANZBERG JCONNECT INFORMATION & REFERRAL (301) 348-7313 FRANCIE.KRANZBERG@SHALOMDC.ORG Branding: Its not just for cattle](https://reader035.vdocuments.us/reader035/viewer/2022070305/5514de3e55034693478b562a/html5/thumbnails/13.jpg)
Forgotten Decision Makers and Customers
Don’t forget to take into consideration… Referral Agents Spouses Family Members Others……
Visualize your customers Soccer Mom “Joe the Plumber”
Understand your Customer’s Psychology
![Page 14: FRANCESCA KRANZBERG JCONNECT INFORMATION & REFERRAL (301) 348-7313 FRANCIE.KRANZBERG@SHALOMDC.ORG Branding: Its not just for cattle](https://reader035.vdocuments.us/reader035/viewer/2022070305/5514de3e55034693478b562a/html5/thumbnails/14.jpg)
What is the Product?
ConsumablesServicesExperiencesConcepts
![Page 15: FRANCESCA KRANZBERG JCONNECT INFORMATION & REFERRAL (301) 348-7313 FRANCIE.KRANZBERG@SHALOMDC.ORG Branding: Its not just for cattle](https://reader035.vdocuments.us/reader035/viewer/2022070305/5514de3e55034693478b562a/html5/thumbnails/15.jpg)
McDonalds
Consumable Happy Meal
Service Happy Meal Toy
Experience McDonalds Playland
Concept A way to get kids to want to go to McDonalds, and
to pressure the family to do so A way to get parents to want to take their kids to
McDonalds, knowing that they will be occupied
![Page 16: FRANCESCA KRANZBERG JCONNECT INFORMATION & REFERRAL (301) 348-7313 FRANCIE.KRANZBERG@SHALOMDC.ORG Branding: Its not just for cattle](https://reader035.vdocuments.us/reader035/viewer/2022070305/5514de3e55034693478b562a/html5/thumbnails/16.jpg)
Mothers Against Drunk Driving
Consumables T-shirts, bumper stickers, etc.
Services Curricula for Schools
Experiences Volunteerism, Leadership
Concepts Don’t drink and drive
![Page 17: FRANCESCA KRANZBERG JCONNECT INFORMATION & REFERRAL (301) 348-7313 FRANCIE.KRANZBERG@SHALOMDC.ORG Branding: Its not just for cattle](https://reader035.vdocuments.us/reader035/viewer/2022070305/5514de3e55034693478b562a/html5/thumbnails/17.jpg)
What About Your Agency?
Take 5 minutes to think about the Consumables, Services, Experiences and Concepts of your agency.
![Page 18: FRANCESCA KRANZBERG JCONNECT INFORMATION & REFERRAL (301) 348-7313 FRANCIE.KRANZBERG@SHALOMDC.ORG Branding: Its not just for cattle](https://reader035.vdocuments.us/reader035/viewer/2022070305/5514de3e55034693478b562a/html5/thumbnails/18.jpg)
Which is Which?
ESPN Zone – Experience or Consumable?
Volunteerism – Experience or Concept?
I & R – Experience, Concept or Service?
![Page 19: FRANCESCA KRANZBERG JCONNECT INFORMATION & REFERRAL (301) 348-7313 FRANCIE.KRANZBERG@SHALOMDC.ORG Branding: Its not just for cattle](https://reader035.vdocuments.us/reader035/viewer/2022070305/5514de3e55034693478b562a/html5/thumbnails/19.jpg)
Features vs. Benefits
A feature is what your product is or does
A benefit is what is does for the customer
![Page 20: FRANCESCA KRANZBERG JCONNECT INFORMATION & REFERRAL (301) 348-7313 FRANCIE.KRANZBERG@SHALOMDC.ORG Branding: Its not just for cattle](https://reader035.vdocuments.us/reader035/viewer/2022070305/5514de3e55034693478b562a/html5/thumbnails/20.jpg)
No one wants a ¼” drill bit…
What do they want?Something that can make a
hole for a ¼” screw
![Page 21: FRANCESCA KRANZBERG JCONNECT INFORMATION & REFERRAL (301) 348-7313 FRANCIE.KRANZBERG@SHALOMDC.ORG Branding: Its not just for cattle](https://reader035.vdocuments.us/reader035/viewer/2022070305/5514de3e55034693478b562a/html5/thumbnails/21.jpg)
Features vs. Benefits
A feature is what your product is or does
A benefit is what is does for the customer
Take for instance the name-badgeribbons we are selling at the Friends of AIRS booth. What are some of the features? Benefits?
![Page 22: FRANCESCA KRANZBERG JCONNECT INFORMATION & REFERRAL (301) 348-7313 FRANCIE.KRANZBERG@SHALOMDC.ORG Branding: Its not just for cattle](https://reader035.vdocuments.us/reader035/viewer/2022070305/5514de3e55034693478b562a/html5/thumbnails/22.jpg)
McDonald's Slogans Through the Years
Look for the Golden Arches – 1965The closest thing to home - 1967You deserve a break today – 1971Good time, great taste - 1988Food, folks and fun - 1990We love to see you smile – 2000I’m lovin’ it! - 2003
![Page 23: FRANCESCA KRANZBERG JCONNECT INFORMATION & REFERRAL (301) 348-7313 FRANCIE.KRANZBERG@SHALOMDC.ORG Branding: Its not just for cattle](https://reader035.vdocuments.us/reader035/viewer/2022070305/5514de3e55034693478b562a/html5/thumbnails/23.jpg)
Coca Cola Slogans
For headache and exhaustion - 1900The favorite drink for ladies when thirsty,
weary and despondent - 1905It satisfies - 1910Around the corner from anywhere – 1927The pause that refreshes – 1929It’s the real thing – 1943A chore’s best friend – 1963Things go better with Coke – 1964Open Happiness - 2009
![Page 24: FRANCESCA KRANZBERG JCONNECT INFORMATION & REFERRAL (301) 348-7313 FRANCIE.KRANZBERG@SHALOMDC.ORG Branding: Its not just for cattle](https://reader035.vdocuments.us/reader035/viewer/2022070305/5514de3e55034693478b562a/html5/thumbnails/24.jpg)
And many of us remember…
![Page 25: FRANCESCA KRANZBERG JCONNECT INFORMATION & REFERRAL (301) 348-7313 FRANCIE.KRANZBERG@SHALOMDC.ORG Branding: Its not just for cattle](https://reader035.vdocuments.us/reader035/viewer/2022070305/5514de3e55034693478b562a/html5/thumbnails/25.jpg)
Competition
Who or what is the competition for the customers/clients we want
Who or what is the competition for the service we offer
Competition is not just other organizations or programs
![Page 26: FRANCESCA KRANZBERG JCONNECT INFORMATION & REFERRAL (301) 348-7313 FRANCIE.KRANZBERG@SHALOMDC.ORG Branding: Its not just for cattle](https://reader035.vdocuments.us/reader035/viewer/2022070305/5514de3e55034693478b562a/html5/thumbnails/26.jpg)
Marketing Social ChangeChanging the ratio of benefits to costs
Increase the extent to which people believe they will get the benefits that they want
Decrease the extent to which people believe they will get the costs that they would like to avoid
Add new benefits
Decrease the perceived benefits and increase the perceived costs of the likely alternative
![Page 27: FRANCESCA KRANZBERG JCONNECT INFORMATION & REFERRAL (301) 348-7313 FRANCIE.KRANZBERG@SHALOMDC.ORG Branding: Its not just for cattle](https://reader035.vdocuments.us/reader035/viewer/2022070305/5514de3e55034693478b562a/html5/thumbnails/27.jpg)
Good mothers get their children vaccinated
Increase the extent to which people believe they will get the benefits that they want Give the mother a framed certificate
identifying her as a good mother
![Page 28: FRANCESCA KRANZBERG JCONNECT INFORMATION & REFERRAL (301) 348-7313 FRANCIE.KRANZBERG@SHALOMDC.ORG Branding: Its not just for cattle](https://reader035.vdocuments.us/reader035/viewer/2022070305/5514de3e55034693478b562a/html5/thumbnails/28.jpg)
Good mothers get their children vaccinated
Decrease the extent to which people believe they will get the costs that they would like to avoid Give the mother a gift to take home to the
father – a free meal, a t-shirt, a tool, etc.
![Page 29: FRANCESCA KRANZBERG JCONNECT INFORMATION & REFERRAL (301) 348-7313 FRANCIE.KRANZBERG@SHALOMDC.ORG Branding: Its not just for cattle](https://reader035.vdocuments.us/reader035/viewer/2022070305/5514de3e55034693478b562a/html5/thumbnails/29.jpg)
Good mothers get their children vaccinated
Add new benefits Give mom a premium Pay mom to get the child immunized
![Page 30: FRANCESCA KRANZBERG JCONNECT INFORMATION & REFERRAL (301) 348-7313 FRANCIE.KRANZBERG@SHALOMDC.ORG Branding: Its not just for cattle](https://reader035.vdocuments.us/reader035/viewer/2022070305/5514de3e55034693478b562a/html5/thumbnails/30.jpg)
Good mothers get their children vaccinated
Decrease the perceived benefits and increase the perceived costs of the likely alternative Husband will get mad whatever course you
take Show photos of children getting sick
because of not getting vaccinated. Shun mothers who don’t get
their children vaccinated.
![Page 31: FRANCESCA KRANZBERG JCONNECT INFORMATION & REFERRAL (301) 348-7313 FRANCIE.KRANZBERG@SHALOMDC.ORG Branding: Its not just for cattle](https://reader035.vdocuments.us/reader035/viewer/2022070305/5514de3e55034693478b562a/html5/thumbnails/31.jpg)
Branding 101
Know the customerKnow the product and the benefitsMatch the specific product benefits to
the specific customerCreate an emotional connection
![Page 32: FRANCESCA KRANZBERG JCONNECT INFORMATION & REFERRAL (301) 348-7313 FRANCIE.KRANZBERG@SHALOMDC.ORG Branding: Its not just for cattle](https://reader035.vdocuments.us/reader035/viewer/2022070305/5514de3e55034693478b562a/html5/thumbnails/32.jpg)
Branding – the Next Steps
Understand exactly what your brand isKnow what your competitors brands stand forKnow how your customers feel about your
brand
Do you feel your brand is as strong as it should be?
Do you understand what your intangible brand characteristics are?
![Page 33: FRANCESCA KRANZBERG JCONNECT INFORMATION & REFERRAL (301) 348-7313 FRANCIE.KRANZBERG@SHALOMDC.ORG Branding: Its not just for cattle](https://reader035.vdocuments.us/reader035/viewer/2022070305/5514de3e55034693478b562a/html5/thumbnails/33.jpg)
Branding – the Next Steps
What is your brand promise? Is it important to customers? Are you delivering it?
How do your employees/members feel about your brand?
Is your brand promise in line with your organization’s core mission?
![Page 34: FRANCESCA KRANZBERG JCONNECT INFORMATION & REFERRAL (301) 348-7313 FRANCIE.KRANZBERG@SHALOMDC.ORG Branding: Its not just for cattle](https://reader035.vdocuments.us/reader035/viewer/2022070305/5514de3e55034693478b562a/html5/thumbnails/34.jpg)
Let’s go back to the pencil…
Do the exercise again…