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Branding APLD APLD Chapter Symposium Berkeley, CA February 20-21, 2010
Let’s Talk Branding <ul><li>What Branding Is  Not </li></ul><ul><li>What Is Branding? </li></ul><ul><li>Branding APLD </li...
<ul><li>What </li></ul><ul><li>a brand </li></ul><ul><li>Is  NOT </li></ul>
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
<ul><li>What </li></ul><ul><li>is  </li></ul><ul><li>a brand? </li></ul>
A brand is ... <ul><li>&quot; A brand  is a  promise  of a relationship and a guarantee of quality.&quot;  </li></ul><ul><...
<ul><li>A   brand is a living entity –  </li></ul><ul><li>enriched or undermined </li></ul><ul><li>cumulatively over time,...
Brand Touches Everything <ul><li>Controls how the market thinks and feels about you  </li></ul><ul><li>Allows you to stand...
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  ...
Delaware
Irvine CA
England
Japan
Dubai
Lisbon
Disney Village -- Paris
The Starbucks Brand is the  Same
The Pillars of the Brand <ul><li>Consistent quality coffee </li></ul><ul><li>Consistent customer service </li></ul><ul><li...
<ul><li>The coffee house camaraderie  </li></ul><ul><li>Connecting with the local neighborhood community  </li></ul><ul><l...
<ul><li>What </li></ul><ul><li>does  </li></ul><ul><li>this mean  </li></ul><ul><li>to  </li></ul><ul><li>APLD? </li></ul>
APLD Mixed Bouquet
APLD Blended Bouquet
All members understand & share APLD Vision & Values
APLD Chapters Are Brand Stewards <ul><li>Each Chapter is unique but connected </li></ul><ul><li>Each Chapter expresses APL...
<ul><li>Brand </li></ul><ul><li>Building  </li></ul><ul><li>Blocks </li></ul>
Build the Foundation <ul><li>Supports APLD vision  </li></ul><ul><li>Cultivates APLD core values </li></ul><ul><li>Fulfill...
Consistent Brand Promise <ul><li>Tells everyone who you are and what you stand for </li></ul><ul><li>Shows how it benefits...
Consistent Messages <ul><li>Design beautiful, livable outdoor spaces </li></ul><ul><li>“ Go to” landscape design experts f...
Consistent Standards <ul><li>Be professional </li></ul><ul><li>Continue education </li></ul><ul><li>Protect the environmen...
Consistent Name & Look
<ul><li>How </li></ul><ul><li>Do We </li></ul><ul><li>Grow </li></ul><ul><li>APLD ’ s </li></ul><ul><li>Brand? </li></ul>
Build Reputation <ul><li>Promote experts </li></ul><ul><li>Set up interviews </li></ul><ul><li>Quote in stories </li></ul>...
Reach Industry Peers & Associates Reach out to landscape designers, real estate and building trades & partner industries  ...
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 Inc...
Engage Media Introduce media influencers to APLD Develop resource list of experts Conduct media tours Develop PR tool kit ...
Get Social
<ul><li>How  </li></ul><ul><li>You  </li></ul><ul><li>Can Help </li></ul>
Get On Board <ul><li>Be an APLD brand steward </li></ul><ul><li>Share information </li></ul><ul><li>Encourage APLD involve...
Reach Out <ul><li>Local schools </li></ul><ul><li>Local trade groups </li></ul><ul><li>Local non-profits </li></ul><ul><li...
Share Information with Us <ul><li>Who’s writing about gardening? </li></ul><ul><li>Who’s your gardening radio personality?...
Call: 610-444-3040 Mail: 520 W. State St. Kennett Square, PA 19348 Fax: 610-444-3043 Email: Susan@gardenmediagroup.com    ...
Use PR Tool Kit <ul><li>Media Relations Primer </li></ul><ul><li>Landscape design feature stories </li></ul><ul><li>APLD p...
[email_address] © 2010 Garden Media Group @SuziMcCoyGMG suzi.mccoy in/suziwatsonmccoy 610-444-3040
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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

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  • Transcript of "Branding APLD with Garden Media Group 2 21 10"

    1. 1. Branding APLD APLD Chapter Symposium Berkeley, CA February 20-21, 2010
    2. 2. Let’s Talk Branding <ul><li>What Branding Is Not </li></ul><ul><li>What Is Branding? </li></ul><ul><li>Branding APLD </li></ul><ul><li>How You Can Help? </li></ul>
    3. 3. <ul><li>What </li></ul><ul><li>a brand </li></ul><ul><li>Is NOT </li></ul>
    4. 4. A brand is not a name or URL
    5. 5. A brand is not a logo or symbol
    6. 6. A brand is not a character
    7. 7. A brand is not a slogan or jingle
    8. 8. A brand is not a package or signage
    9. 9. <ul><li>What </li></ul><ul><li>is </li></ul><ul><li>a brand? </li></ul>
    10. 10. A brand is ... <ul><li>&quot; A brand is a promise of a relationship and a guarantee of quality.&quot; </li></ul><ul><li>Alycia Perry, Before the Brand </li></ul><ul><li>&quot; A brand engages the senses and emotions and forges a deeper, lasting connection .&quot; </li></ul><ul><li>Marc Gobé, Emotional Branding </li></ul><ul><li>  </li></ul><ul><li>“ Advertising grabs the mind; branding grabs the heart .” </li></ul><ul><li>Rob Frankel, a branding consultant </li></ul><ul><li>&quot; A brand name on a package is not the same thing as a brand name in the mind .“ </li></ul><ul><li>Al and Laura Ries, The 22 Immutable Laws of Branding </li></ul><ul><li>“ Your brand is the heart and soul of your company.&quot; </li></ul><ul><li>Sergio Zyman,  The Zyman Group </li></ul>
    11. 11. <ul><li>A brand is a living entity – </li></ul><ul><li>enriched or undermined </li></ul><ul><li>cumulatively over time, </li></ul><ul><li>by the product of a thousand small gestures! </li></ul><ul><li>Michael Eisner </li></ul><ul><li>Former CEO, Disney </li></ul>
    12. 12. Brand Touches Everything <ul><li>Controls how the market thinks and feels about you </li></ul><ul><li>Allows you to stand out in your customer’s mind </li></ul><ul><li>Tells everyone who you are </li></ul><ul><li>Total & consistent experience </li></ul><ul><li>Decision making based on core values </li></ul>EDUCATORS STUDENTS MEDIA INDUSTRY PROFESSIONALS SUPPLIERS SPONSORS CONSUMERS MEMBERS APLD
    13. 13. The Heart & Soul
    14. 14. Brand Personalities
    15. 15. An effective brand reflects the brand’s true personality
    16. 16. An off target brand is disconnected from your brand personality
    17. 17. Starbucks Mission: To inspire and nurture the human spirit — one person, one cup, and one neighborhood at a time. The Intimate Brand
    18. 18. Delaware
    19. 19. Irvine CA
    20. 20. England
    21. 21. Japan
    22. 22. Dubai
    23. 23. Lisbon
    24. 24. Disney Village -- Paris
    25. 25. The Starbucks Brand is the Same
    26. 26. The Pillars of the Brand <ul><li>Consistent quality coffee </li></ul><ul><li>Consistent customer service </li></ul><ul><li>Consistent connection </li></ul><ul><li>to customers & communities in ways that make a difference </li></ul>
    27. 27. <ul><li>The coffee house camaraderie </li></ul><ul><li>Connecting with the local neighborhood community </li></ul><ul><li>Provide a truly uplifting experience </li></ul>The Essence of the Brand
    28. 28. <ul><li>What </li></ul><ul><li>does </li></ul><ul><li>this mean </li></ul><ul><li>to </li></ul><ul><li>APLD? </li></ul>
    29. 29. APLD Mixed Bouquet
    30. 30. APLD Blended Bouquet
    31. 31. All members understand & share APLD Vision & Values
    32. 32. APLD Chapters Are Brand Stewards <ul><li>Each Chapter is unique but connected </li></ul><ul><li>Each Chapter expresses APLD’s vision & values </li></ul><ul><li>Each Chapter consistently supports APLD’s brand position & promise </li></ul>
    33. 33. <ul><li>Brand </li></ul><ul><li>Building </li></ul><ul><li>Blocks </li></ul>
    34. 34. Build the Foundation <ul><li>Supports APLD vision </li></ul><ul><li>Cultivates APLD core values </li></ul><ul><li>Fulfills APLD goals </li></ul>
    35. 35. Consistent Brand Promise <ul><li>Tells everyone who you are and what you stand for </li></ul><ul><li>Shows how it benefits the your clients </li></ul><ul><li>Stirs an emotional appeal </li></ul><ul><li>Is the total and consistent experience with everyone you touch </li></ul>Remember: Don’t make promises you can’t keep
    36. 36. Consistent Messages <ul><li>Design beautiful, livable outdoor spaces </li></ul><ul><li>“ Go to” landscape design experts for success </li></ul><ul><li>Creative landscape problem solvers </li></ul><ul><li>Enhances property value </li></ul><ul><li>More effective use of resources </li></ul><ul><li>Cost efficient in long run </li></ul>
    37. 37. Consistent Standards <ul><li>Be professional </li></ul><ul><li>Continue education </li></ul><ul><li>Protect the environment </li></ul><ul><li>Be loyal & honest to clients </li></ul><ul><li>Participate in public service activities </li></ul>
    38. 38. Consistent Name & Look
    39. 39. <ul><li>How </li></ul><ul><li>Do We </li></ul><ul><li>Grow </li></ul><ul><li>APLD ’ s </li></ul><ul><li>Brand? </li></ul>
    40. 40. Build Reputation <ul><li>Promote experts </li></ul><ul><li>Set up interviews </li></ul><ul><li>Quote in stories </li></ul><ul><li>Conduct media tours </li></ul>
    41. 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. 42. Attract Educators & Students Build brand awareness Populate social media Promote APLD competitions, seminars & scholarships
    43. 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. 44. Engage Media Introduce media influencers to APLD Develop resource list of experts Conduct media tours Develop PR tool kit for members
    45. 45. Get Social
    46. 46. <ul><li>How </li></ul><ul><li>You </li></ul><ul><li>Can Help </li></ul>
    47. 47. Get On Board <ul><li>Be an APLD brand steward </li></ul><ul><li>Share information </li></ul><ul><li>Encourage APLD involvement </li></ul>
    48. 48. Reach Out <ul><li>Local schools </li></ul><ul><li>Local trade groups </li></ul><ul><li>Local non-profits </li></ul><ul><li>Local community activities </li></ul>
    49. 49. Share Information with Us <ul><li>Who’s writing about gardening? </li></ul><ul><li>Who’s your gardening radio personality? </li></ul><ul><li>What local TV programs feature gardening? </li></ul><ul><li>Who are your favorite social gurus? </li></ul><ul><li>What are the local trade & consumer shows? </li></ul>
    50. 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. 51. Use PR Tool Kit <ul><li>Media Relations Primer </li></ul><ul><li>Landscape design feature stories </li></ul><ul><li>APLD press release templates </li></ul><ul><li>Graphics, logos, links </li></ul><ul><li>Social Media Tools </li></ul>
    52. 52. [email_address] © 2010 Garden Media Group @SuziMcCoyGMG suzi.mccoy in/suziwatsonmccoy 610-444-3040
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