Branding APLD with Garden Media Group 2 21 10
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Branding APLD with Garden Media Group 2 21 10



How does The Association of Professional Landscape Designers take advantage of branding? Check out this presentation to the APLD Chapter leaders at a symposium in Berkeley CA

How does The Association of Professional Landscape Designers take advantage of branding? Check out this presentation to the APLD Chapter leaders at a symposium in Berkeley CA



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Branding APLD with Garden Media Group 2 21 10 Branding APLD with Garden Media Group 2 21 10 Presentation Transcript

  • Branding APLD APLD Chapter Symposium Berkeley, CA February 20-21, 2010
  • Let’s Talk Branding
    • What Branding Is Not
    • What Is Branding?
    • Branding APLD
    • How You Can Help?
    • What
    • a brand
    • Is NOT
  • A brand is not a name or URL
  • A brand is not a logo or symbol
  • A brand is not a character
  • A brand is not a slogan or jingle
  • A brand is not a package or signage
    • What
    • is
    • a brand?
  • A brand is ...
    • " A brand is a promise of a relationship and a guarantee of quality."
    • Alycia Perry, Before the Brand
    • " A brand engages the senses and emotions and forges a deeper, lasting connection ."
    • Marc Gobé, Emotional Branding
    • “ Advertising grabs the mind; branding grabs the heart .”
    • Rob Frankel, a branding consultant
    • " A brand name on a package is not the same thing as a brand name in the mind .“
    • Al and Laura Ries, The 22 Immutable Laws of Branding
    • “ Your brand is the heart and soul of your company."
    • Sergio Zyman,  The Zyman Group
    • A brand is a living entity –
    • enriched or undermined
    • cumulatively over time,
    • by the product of a thousand small gestures!
    • Michael Eisner
    • Former CEO, Disney
  • Brand Touches Everything
    • Controls how the market thinks and feels about you
    • Allows you to stand out in your customer’s mind
    • Tells everyone who you are
    • Total & consistent experience
    • Decision making based on core values
  • The Heart & Soul
  • Brand Personalities
  • An effective brand reflects the brand’s true personality
  • An off target brand is disconnected from your brand personality
  • Starbucks Mission: To inspire and nurture the human spirit — one person, one cup, and one neighborhood at a time. The Intimate Brand
  • Delaware
  • Irvine CA
  • England
  • Japan
  • Dubai
  • Lisbon
  • Disney Village -- Paris
  • The Starbucks Brand is the Same
  • The Pillars of the Brand
    • Consistent quality coffee
    • Consistent customer service
    • Consistent connection
    • to customers & communities in ways that make a difference
    • The coffee house camaraderie
    • Connecting with the local neighborhood community
    • Provide a truly uplifting experience
    The Essence of the Brand
    • What
    • does
    • this mean
    • to
    • APLD?
  • APLD Mixed Bouquet
  • APLD Blended Bouquet
  • All members understand & share APLD Vision & Values
  • APLD Chapters Are Brand Stewards
    • Each Chapter is unique but connected
    • Each Chapter expresses APLD’s vision & values
    • Each Chapter consistently supports APLD’s brand position & promise
    • Brand
    • Building
    • Blocks
  • Build the Foundation
    • Supports APLD vision
    • Cultivates APLD core values
    • Fulfills APLD goals
  • Consistent Brand Promise
    • Tells everyone who you are and what you stand for
    • Shows how it benefits the your clients
    • Stirs an emotional appeal
    • Is the total and consistent experience with everyone you touch
    Remember: Don’t make promises you can’t keep
  • Consistent Messages
    • Design beautiful, livable outdoor spaces
    • “ Go to” landscape design experts for success
    • Creative landscape problem solvers
    • Enhances property value
    • More effective use of resources
    • Cost efficient in long run
  • Consistent Standards
    • Be professional
    • Continue education
    • Protect the environment
    • Be loyal & honest to clients
    • Participate in public service activities
  • Consistent Name & Look
    • How
    • Do We
    • Grow
    • APLD ’ s
    • Brand?
  • Build Reputation
    • Promote experts
    • Set up interviews
    • Quote in stories
    • Conduct media tours
  • Reach Industry Peers & Associates Reach out to landscape designers, real estate and building trades & partner industries Increase APLD awareness Place trade stories Promote award winners
  • Attract Educators & Students Build brand awareness Populate social media Promote APLD competitions, seminars & scholarships
  • Educate Consumers Promote why you need a landscape designer Distribute “how-to” stories Promote award winners locally Include in Garden Trends Use social media
  • Engage Media Introduce media influencers to APLD Develop resource list of experts Conduct media tours Develop PR tool kit for members
  • Get Social
    • How
    • You
    • Can Help
  • Get On Board
    • Be an APLD brand steward
    • Share information
    • Encourage APLD involvement
  • Reach Out
    • Local schools
    • Local trade groups
    • Local non-profits
    • Local community activities
  • Share Information with Us
    • Who’s writing about gardening?
    • Who’s your gardening radio personality?
    • What local TV programs feature gardening?
    • Who are your favorite social gurus?
    • What are the local trade & consumer shows?
  • Call: 610-444-3040 Mail: 520 W. State St. Kennett Square, PA 19348 Fax: 610-444-3043 Email:                 Notes Website Dates & Location Name of Local Trade or Consumer Show                                                                 Notes Email/Phone Contact Name Name of Newspaper, TV, Radio, Magazine, Website, Social Media                         Chapter Email/Phone Expertise Recommended Members         Chapter Email/Phone Expertise for speaking/interviews Your Name
  • Use PR Tool Kit
    • Media Relations Primer
    • Landscape design feature stories
    • APLD press release templates
    • Graphics, logos, links
    • Social Media Tools
  • [email_address] © 2010 Garden Media Group @SuziMcCoyGMG suzi.mccoy in/suziwatsonmccoy 610-444-3040