Branding APLD with Garden Media Group 2 21 10
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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

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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