why you gotta brand your bar

WHY YOU GOTTA BRAND YOUR BARPRESENTED BY RON MARCUS, MARKETING DIRECTOR SAN DIEGO COUNTY BAR ASSOCIATION

WHY YOU GOTTA BRAND YOUR BAR

• 31-year branding & marketing practitioner

• In-house and agency

• Corporate & nonprofit

• Marketing Director, San Diego County Bar Association

YOUR PRESENTERRON MARCUS

WHO IS THIS TALK FOR?

LICENSING BARS

INTEGRATED BARS

VOLUNTARY BARS


• Not engaged

• Sort of engaged

• Really engaged

3 KINDS OF MEMBERS

• Source: Gallup study of consumer engagement

ENGAGEMENT MEASURES

EMOTIONAL CONNECTION AND

IDENTIFICATION

why it MATTERS


• Share of wallet

• Profit

• Revenue

• Relationship growth

WHY ENGAGEMENT MATTERS

• Source: Gallup study of consumer engagement, 2014

REALLY ENGAGED CUSTOMERS MEAN 23% HIGHER:

NOT ENGAGED? 13% LOWER.


• Retail banking: 37% more annual revenue

• Consumer electronics: 44% more store visits and spend nearly $100 more per visit

• Restaurants, fast casual: 56% more visits per month

• Restaurants, fast food: 28% more visits per month

• Hotels: guests spend 46% more per year

• Insurance: policy owners purchase 22% more types of insurance products



REALLY ENGAGED VS. NOT ENGAGED:


• Company always delivers on what they promise.

• I feel proud to be a company customer.

• Company is the perfect company for people like me.



GALLUP CUSTOMER ENGAGEMENT SCORE, STATEMENTS


• Higher demand for your services and programs

• Higher attendance

• More volunteer involvement

• Higher membership retention

• It costs much more to gain a member than to keep one

• More revenue, higher profits

FOR YOUR BAR, THIS MEANS

work

family

other bars

other CLE

other groups

your bar

member???

COMPETING FOR ENGAGEMENT:

leisure & wellness

YOU NEED A

STRONG BRAND TO WIN & KEEP

REALLY ENGAGED MEMBERS

what is BRAND?

BRAND IS

THE PERCEPTION CONSUMERS HAVE ABOUT

YOUR PLACE IN THEIR LIVES.

“WIFM”{ What’s In It For Me }


• to solve a problem, need, or want

• of specific group of people

• with an absolutely unique, superior offering

• from a brand they can trust, feel connected to, and feel great about

YOUR BRAND IS YOUR PROMISE

Your brand is your promise …

KEPT.


1. What do you offer?

2. Who is it for?

3. How is it different?

4. Why YOU?

5. Can you deliver consistently?

YOUR BRAND IS THE ANSWER TO 5 QUESTIONS


• State licensing

• Affinity-specific affiliation

• CLEs

• Educational events

• Networking/social events

• Pro bono/volunteer opportunities

• Free and discounted services

• Discounted brand-name products from partners

• Full-time staff

• Lawyer referral service

• Meeting/conference/ co-work space

• Online community

• Multiple practice area sections

• Law practice management help

• Volunteer leadership opportunities

• Mentorship

• Advocacy for the profession

1. WHAT DO YOU OFFER?



• An easy way to make great professional connections and lifelong friends

• Passionate support your growth and success as a lawyer

• Affiliation with an organization that shares your values of justice and giving back

• A true advocate for their profession

• A feeling of belonging

• A feeling of pride

1. WHAT DO YOU REALLY OFFER?



2. WHO IS IT FOR? LAWYERS

THE BENCH

LEGAL COMMUNITY

OTHER BARS

Private Sector

Public Sector

THE PUBLIC


LAW STUDENTS

if you don’t stand for something YOU’LL FALL FOR EVERYTHING


• Many bars offer what you offer, so …

• Differentiate HOW as well as WHAT

• Make it easier/better/faster/more affordable

• Leverage new technology

• Focus on a previously underserved group

• Come up with an entirely new offering

3. HOW IS IT DIFFERENT?



• Your organization has an attractive character & personality

• You are authentic, honest, and accessible

• You stand for values your members stand for, like social responsibility and increasing access to justice

• You’re in touch with your members and their unique needs

• You demonstrate that you truly care about your members with your words and actions

• It just feels good to be associated with you

4. WHY YOU?



• Are you consistently responsive?

• Accessible?

• Expert?

• High quality?

• Convenient?

• Helpful?

• Honest?

• Ethical?

• Relevant?

• Welcoming?

• Nice?

5. CAN YOU DELIVER CONSISTENTLY?


YOUR BRAND IS NOT WHAT

YOU SAY IT IS. IT’S WHAT YOUR

CUSTOMERS SAY IT IS.

BRAND AUDIT


• Demographics

• Psychographics

• Interests

• Influences

• Affiliations

• Opinions

• Pains, needs, wants

• What does a day in their life look like?

YOUR TARGET CUSTOMERSBRAND AUDIT

CREATE A “PERSONA” FOR EACH MEMBER TYPE


• Newer lawyers

• Seasoned lawyers

• Gender

• Ethnicity

• Private practice

• Public/government

• Solos & smalls

• Medium & Large

• By practice area

• Judicial

• Law students

• Other legal community members

• Public

• Government officials

YOUR TARGET CUSTOMERSBRAND AUDIT

SAMPLE BAR PERSONAS:

FIND COMMON DENOMINATORS. IDENTIFY PRIMARY & SECONDARY TARGETS.


• What is it physically?

• Which persona is it for?

• What pain / problem / need / want does it solve?

• How innovative is it?

• How is it different and better than alternatives?

• Buyer's journey - steps to purchase and beyond

• Pricing

• Distribution

• Marketing — how you will promote the offering

YOUR OFFERINGBRAND AUDIT

WHAT ARE YOU REALLY OFFERING?


• Education • CLE • Educational programming • Mentorship for law

students and new attorneys

• Law practice management resources

• Publications • Increasing access to justice

• Lawyer Referral Service • Pro bono opportunities • Volunteer opportunities

• Connection • Networking/social events • Connections to the bench • Online community

• Member benefits • Free and discounted Bar

services • Meeting facilities • Free and discounted

services from name brand Bar partners

• Job board • Professional development

• Leadership opportunities – sections, committees, boards

• Law practice area sections

• Advocacy for the profession

YOUR OFFERINGBRAND AUDIT


• Advantages

• Disadvantages

• Market share

• Their branding and unique value proposition

• Market perception of their brands compared to yours

COMPETITIONBRAND AUDIT

FOR ALL FORMS OF COMPETITION, LIST:


S.W.O.T. ANALYSISBRAND AUDIT

STRENGTHS. WEAKNESSES. OPPORTUNITIES. THREATS.


• Product features /benefits

• Product quality

• Patents & trademarks

• Financial

• Operational

• Service & technical support

• Market & mind share

• Market perception / brand equity

• Market demand

• Partnerships

• Additional:


STRENGTHS & WEAKNESSES


• New products & product extensions / brand extensions

• Unserved market needs you can meet

• Ways to be disruptive with technology, functionality, pricing

• Societal trends

• Legal trends

• Economic trends

• Emerging technology

• Financial

• Partnerships

• Competition

• Natural disasters/pandemics

• Financial

• Additional:


OPPORTUNITIES & THREATS


• We solve [problem(s)]

• for [define whom you are serving]

• by providing [product(s) or service(s)]

• which does [what function],

• and is better than [competing offerings]

• because [why yours is better].”

BRAND PROMISEBRAND AUDIT

COMPLETE THIS STATEMENT:

• Source: Geoffrey Moore, “Crossing the Chasm”


• justice

• equity

• social responsibility

• diversity

• convenience

• ethics

• civility

• pro bono

• volunteerism

• doing good

• rule of law

• wellness

BRAND VALUESBRAND AUDIT

WHAT YOUR BRAND WILL STAND FOR — LIKE:


• accessible • adventurous • analytical • approachable • attractive • authentic • careful • charismatic • civil • classic • conservative • cost-conscious • creative • dated • discerning • down-to-earth • easy-going

• ethical • exclusive • experienced • family-oriented • fresh • grass-roots • green • gregarious • humorous • impulsive • inclusive • insightful • inspirational • inspiring • institutional • introverted • irreverent

• loud • luxurious • measured • minimalist • multifaceted • mysterious • next-gen • old-fashioned • ostentatious • outgoing • outspoken • particular • pensive • practical • progressive • quiet • reserved

• resourceful • respectful • responsible • senior • serious • silly • stuffy • tasteful • tenacious • tolerant • trendy • unrestrained • visionary • welcoming • wholesome • youthful

BRAND CHARACTER & PERSONALITY

BRAND AUDIT

WHAT KIND OF “PERSON” IS YOUR BRAND?


• 3 words • 1 word

WHAT THEY THINK ABOUT YOUR BRAND

BRAND AUDIT

WHAT WORDS DO YOU WANT TO OWN IN THE MINDS OF YOUR CONSUMERS?

TIP: don’t get hung up on exact words. Synonyms are fine.


• Amazon: anything fast online

• Apple: cool, simple, tech

• BMW: performance

• FedEx: overnight

• Google: search

• IKEA: trendy DIY furniture

• Jack Daniel’s: American whiskey

• LinkedIn: social media for business

• Netflix: streaming movies & TV

• Nike: athletic performance

• Nintendo: games

• Porsche: sports car

• Spotify: streaming music

• Starbucks: gourmet coffee stop

• Tesla: electric vehicles

• Tiffany: prestige jewelry

• YouTube: online video

• Zoom: online video conferencing


BRAND AUDIT

EXAMPLES: NAME BRANDS


• The voice of regional lawyers

• The advocate for regional lawyers

• Supporting lawyer success

• Where lawyers actualize

• Championing access to justice

• The way to connect with other lawyers

• The lawyer’s social outlet

• Where to level up my practice

• Where the profession is always celebrated

• Elevating the profession

• The law practice management hub

• My peer community


BRAND AUDIT

EXAMPLES: (YOUR BAR HERE)


• 3 words • 1 word

BRAND AUDIT

ASPIRATIONAL:

TIP: don’t get hung up on exact words. Synonyms are fine.

HOW YOUR BRAND MAKES THEM FEEL


• Accepted • Admired • Appreciated • At home • Belonging • Boosted • Cared for • Comfortable • Confident • Connected • Educated • Elevated • Empathized with

• Empowered • Engaged • Esteemed • Happy • Helped • Impressed • Important • Included • Informed • Inspired • Known • Loved • Needed

• Peaceful • Proud • Purposeful • Represented • Relieved • Safe • Seen • Supported • Understood • Valued • Welcomed

HOW YOUR BRAND MAKES THEM FEEL

BRAND AUDIT

EXAMPLES: (YOUR BAR HERE)

THE PROCESS


1. Assemble key stakeholders

2. Get a skilled, unbiased facilitator

3. Ban “sacred cows”

4. Make the time

5. Supplement with secondary research and focus groups

6. Summarize findings

7. Revise your mission/vision/core values to align with your new brand promise

8. Operationalize for success

THE PROCESSBRAND AUDIT

LET’S GET BRANDING!

what is BRAND?


• Direct Competitors

• Disruptive product developments - pricing, technology, functionality (i.e. online vs paper, mobile vs desktop, Uber vs taxis, Airbnb vs hotels, Zoom vs. in-person)

• Societal trends

• Legal trends

• Geopolitical trends

• Economic trends

• Natural disasters/pandemics

• Financial

• Additional:


THREATS

Which level of engagement DO YOU WANT?

work

family

other bars

other CLE

other groups

your bar

member???

COMPETING FOR ENGAGEMENT:

leisure & wellness

REALLY ENGAGED!

why you gotta brand your bar

Documents