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Branding APLD with Garden Media Group 2 21 10

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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

Published in: Business, News & Politics

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  • What does toilet paper have to do with your brand?
  • Transcript

    • 1. Branding APLD APLD Chapter Symposium Berkeley, CA February 20-21, 2010
    • 2. Let’s Talk Branding
      • What Branding Is Not
      • What Is Branding?
      • Branding APLD
      • How You Can Help?
    • 3.
      • What
      • a brand
      • Is NOT
    • 4. A brand is not a name or URL
    • 5. A brand is not a logo or symbol
    • 6. A brand is not a character
    • 7. A brand is not a slogan or jingle
    • 8. A brand is not a package or signage
    • 9.
      • What
      • is
      • a brand?
    • 10. 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
    • 11.
      • 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
    • 12. 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
      EDUCATORS STUDENTS MEDIA INDUSTRY PROFESSIONALS SUPPLIERS SPONSORS CONSUMERS MEMBERS APLD
    • 13. The Heart & Soul
    • 14. Brand Personalities
    • 15. An effective brand reflects the brand’s true personality
    • 16. An off target brand is disconnected from your brand personality
    • 17. Starbucks Mission: To inspire and nurture the human spirit — one person, one cup, and one neighborhood at a time. The Intimate Brand
    • 18. Delaware
    • 19. Irvine CA
    • 20. England
    • 21. Japan
    • 22. Dubai
    • 23. Lisbon
    • 24. Disney Village -- Paris
    • 25. The Starbucks Brand is the Same
    • 26. The Pillars of the Brand
      • Consistent quality coffee
      • Consistent customer service
      • Consistent connection
      • to customers & communities in ways that make a difference
    • 27.
      • The coffee house camaraderie
      • Connecting with the local neighborhood community
      • Provide a truly uplifting experience
      The Essence of the Brand
    • 28.
      • What
      • does
      • this mean
      • to
      • APLD?
    • 29. APLD Mixed Bouquet
    • 30. APLD Blended Bouquet
    • 31. All members understand & share APLD Vision & Values
    • 32. 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
    • 33.
      • Brand
      • Building
      • Blocks
    • 34. Build the Foundation
      • Supports APLD vision
      • Cultivates APLD core values
      • Fulfills APLD goals
    • 35. 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
    • 36. 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
    • 37. Consistent Standards
      • Be professional
      • Continue education
      • Protect the environment
      • Be loyal & honest to clients
      • Participate in public service activities
    • 38. Consistent Name & Look
    • 39.
      • How
      • Do We
      • Grow
      • APLD ’ s
      • Brand?
    • 40. Build Reputation
      • Promote experts
      • Set up interviews
      • Quote in stories
      • Conduct media tours
    • 41. 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
    • 42. Attract Educators & Students Build brand awareness Populate social media Promote APLD competitions, seminars & scholarships
    • 43. Educate Consumers Promote why you need a landscape designer Distribute “how-to” stories Promote award winners locally Include in Garden Trends Use social media
    • 44. Engage Media Introduce media influencers to APLD Develop resource list of experts Conduct media tours Develop PR tool kit for members
    • 45. Get Social
    • 46.
      • How
      • You
      • Can Help
    • 47. Get On Board
      • Be an APLD brand steward
      • Share information
      • Encourage APLD involvement
    • 48. Reach Out
      • Local schools
      • Local trade groups
      • Local non-profits
      • Local community activities
    • 49. 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?
    • 50. Call: 610-444-3040 Mail: 520 W. State St. Kennett Square, PA 19348 Fax: 610-444-3043 Email: Susan@gardenmediagroup.com                 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
    • 51. Use PR Tool Kit
      • Media Relations Primer
      • Landscape design feature stories
      • APLD press release templates
      • Graphics, logos, links
      • Social Media Tools
    • 52. [email_address] © 2010 Garden Media Group @SuziMcCoyGMG suzi.mccoy in/suziwatsonmccoy 610-444-3040