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Branding: Who You Are is How You're Heard (5Q GROK Webinar Series)
 

Branding: Who You Are is How You're Heard (5Q GROK Webinar Series)

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This presentation by Steven Koster, Director of ReFrame Media was made in parntership with the 5Q GROK Webinar series - a monthly webinar - on the perception of an organization as a brand.

This presentation by Steven Koster, Director of ReFrame Media was made in parntership with the 5Q GROK Webinar series - a monthly webinar - on the perception of an organization as a brand.

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  • What do you make? What do you create and sell/give to people? What do you create to market and promote these things? NONE of these products, logos, taglines, graphics, are your brand.
  • The things you make are all instruments and expressions of your brand, but not your brand itself. Your brand is the EXPERIENCE YOU PROMISE people will have when they use your stuff. Putting your mark on a chair you made is supposed to say something about the quality of the chair.
  • So BRANDING is NOT merely marketing, but the experience you offer to people through everything you do. That has radical implications for how you think about creating everything you do. Start by designing EXPERIENCES, not PRODUCTS
  • Here’s an old-fashioned example: In an era where cameras were complicated machines, using plate glass and chemicals, George Eastman developed not only new technology, but a whole promise of how YOU CAN EXPERIENCE FILM and MEMORY. Likewise in the 70s: Polaroid = INSTANT MEMORIES using technology
  • “What Flickr, Kodak, Apple, and Target all realize is that the experience is the product we deliver, and the only thing that our customers care about.”Starbucks doesn’t sell coffee, but a rich, comforting place beyond home and work (The Third place)Nike doesn’t sell shoes, but personal achievement (Just Do It)Disney is in the “Wonder” business, movies and theme parks and stores in the mall all promise the experience of “Wonderfulness!”
  • This is much bigger than thinking “beyond marketing” but in thinking about whole products or ministries: What do you want people to experience, and then build around and toward that goal. What’s the story in which they can participate?
  • Bumper Sticker Principle: How do people use brands? If you promise an experience, what do people do with that promise?
  • People EVALUATE your brand: -Does it promise something I can even use? (Patronize)-Does it promise something I actually want? (Prefer)-Does it promise something I want others to know about? (Passion)
  • Incongruities: Imagine a church shopper: Finds a website for a congregation that is super slick, filled with stock images of beautiful children and people from around the world doing churchy thingsBut when they show up Sunday morning, it’s a broken down old building with a squeaky organ and no nursery because they haven’t had small children in years. Imagine a blog that claims to invite dialog with unbelievers and those on the fringes of the church; but every other post involves a mention of hellfire for those who aren’t right with God. There’s neither much inviting nor dialog there, just ranting.
  • -Take the time to “discover” how you talk about what you and what you value. -Articulate what you hope people experience with you, which may vary by different audiences -Design experiences (through websites, media programs, marketing, events, etc.) that offer your users ways to get deeper and deeper, -Until some use you to share themselves with others.
  • Jesus didn’t use a logo, but created experiences of what it would be like to hang out with him. Some were drawn, some were offended.
  • Brand Culture Whitepaper: http://www.idbranding.com/#/ideas/whitepaperChange: http://www.changeffect.com/media/docs/WhatWeDo.pdfSubject to Change: http://www.amazon.com/Subject-Change-Creating-Products-Uncertain/dp/0596516835/ref=sr_1_1?ie=UTF8&qid=1291135867&sr=8-1ZAG: http://www.amazon.com/Zag-Number-Strategy-High-Performance-Brands/dp/0321426770/ref=sr_1_1?ie=UTF8&s=books&qid=1291140429&sr=8-1

Branding: Who You Are is How You're Heard (5Q GROK Webinar Series) Branding: Who You Are is How You're Heard (5Q GROK Webinar Series) Presentation Transcript