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Importance of Brand Identity. 2014 Cleveland Nonprofit Marketing Summit

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Steve Kozak helps nonprofits learn what are best practices for establishing a brand identity. From the right colors to the right voice, a brand is a promise. Presentation from the 2014 Cleveland …

Steve Kozak helps nonprofits learn what are best practices for establishing a brand identity. From the right colors to the right voice, a brand is a promise. Presentation from the 2014 Cleveland Nonprofit Marketing Summit.

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  • 1. THE IMPORTANCE OF ESTABLISHING A STRONG BRAND IDENTITY Steve Kozak August 1st 2014
  • 2. TODAY’S AGENDA 1. Vision Exercise 2. Goal 3. The Importance of Brand Identity 4. Brand Identification Canvas 5. Color Psychology 6. Industry Symbolism 7. Key Takeaways
  • 3. VISION EXERCISE Who is your company today? [in one sentence] Who is your company in five years? [in one sentence] DRAW PICTURE DRAW PICTURE
  • 4. GOAL Your company is tasked with creating and establishing a pristine brand that is perceived in a positive and esteemed light across a very competitive landscape, and a prestigious group of prospects. We want to assure that the brand that we create and define accurately reflects the hard-working, dedicated and competitive team that it reflects.
  • 5. THE IMPORTANCE OF A STRONG & CONSISTENT BRAND • A brand is a promise. A brand is an asset. • It defines who you are as an organization, and how you are perceived within your market. • A brand affects what your audience, clients and prospects believe about you from a visual perspective – “a visual first impression.” • It is a vital component to your organization, and its strength, clarity and consistency directly impact your success in fulfilling your company’s mission.
  • 6. THE IMPORTANCE OF A STRONG & CONSISTENT BRAND • Building a strong brand requires repetition and consistency. • It requires discipline, and unified behavior. • It is the simplest way to communicate to your customers and audience that they are investing in a trusted group of experts focused on enhancing their business.
  • 7. Differentiators, Core Values and Mission Values and Mission… 1. Aids in the decision making process 2. Educates other companies, potential customers and employees about who they are doing business with The Importance of Core Values 1. Establish company direction/focus 2. The mission helps define the persona of a company The Importance of a Mission
  • 8. Differentiators, Core Values and Mission YOUR BRAND Differentiators… • What separates YOUR BRAND from others in your industry space? • Why would a customer choose you over your competitor? • What core competencies make YOUR BRAND stand out? • Flexibility? • Responsiveness? • Culture? • Experience/People?
  • 9. BRAND IDENTIFICATION CANVAS Worksheet Exercise Please take a moment to review the Brand Identification Canvas. The Brand Identification Canvas worksheet will help you deep-dive into: • Discovery & Research: • Target Customer • Buying Process • Competitive Landscape • Identification • Value Prop • Core Values • Personification of ECS • Critical Facts • BHAG BRAND IDENTIFICATION CANVAS Branding Canvas to: DISCOVERY & RESEARCH IDENTIFYING YOURBRAND ① Who is your target customer? § Company § Employees ② What is the buying process your customers face? ③ Who are the major players/competitors in your space? What makes them successful? ④ What are your key selling points and differentiators? [Value Proposition] ⑤ What Core Values drive your company as a business, and as people? ⑥ To the best of your ability, describe the “personality” of your company [Personification] ⑦ What ONE critical fact should your customers know about your company? ⑧ Describe the BHAG (Big Hairy Audacious Goal) of the company - if all goes according to plan, describe your business if totally successful in its mission? BRAND IDENTIFICATION CANVAS WORKSHEET
  • 10. DEFINING YOUR BRAND Standing Out in Your Space
  • 11. COLOR PSYCHOLOGY In Brand Design Our minds are inherently programmed to respond to color. They shape our thoughts and emotions. According to studies, color affects more than mood – it has the ability to change our buying habits. Color can invoke as much as 80% change in motivation when it comes to shopping, advertising, and marketing campaigns. Bright and highly visible, it’s often used in logo design to get attention, create happiness and warmth. Intense color that can summon strong emotions from blood and passion. Used to grip the viewer’s attention and has been known to make one’s blood pressure rise, or to make people hungry. Implies royalty, mystery, spirituality and sophistication. As a combination of red and blue, it has both warm and cool properties. Implies luxury. Represents life and renewal. It is a restful and soothing color but can also represent jealousy and inexperience. Often find it used in companies that want to portray themselves as eco-friendly. Yellow Red Purpl e Green Orange is often used to draw attention. Find it used in logos to create playfulness, stimulate emotions, or creative thinking. A color that conjures feelings of innocence and delicateness. Often used in logos to add a feminine flair. Often used to reflect sexiness or romance. A calming color that represents authority, success and security. The most popular color in logo design, it can be seen extensively in government, healthcare, and Fortune 500 companies. Brown indicates nature, woodiness and utility. Brown is used in logos related to construction and legal logos due to its simplicity, warmth and neutrality. Orange Pink Blue Brow n The universal color for peace and purity. Find it in logos as reversed text or negative space. Reflects cleanliness, peace, purity, surrender, truthfulness. Symbolizes menace or evil, popular as an indicator of power. Found in many logos for its boldness, simplicity and sophistication. White Black
  • 12. INDUSTRY SYMBOLISM Successful Industry Brands
  • 13. KEY TAKEAWAYS! Let’s Focus What We’ve Learned from this presentation and the Brand Canvas to Assure that our Brand Evangelists are Consistent in their Messaging! • A brand affects what your audience, clients and prospects believe about you from a visual perspective – “a visual first impression.” It is a vital component to your organization, and its strength, clarity and consistency directly impact your success in fulfilling your company’s mission. • Building a strong brand requires repetition and consistency. It requires discipline, and unified behavior. • It is the simplest way to communicate to your customers and audience that they are investing in a trusted group of experts focused on enhancing their business The Brand Identification Canvas worksheet will help you deep-dive into: Discovery & Research: • Target Customer • Buying Process • Competitive Landscape Identification • Value Prop • Core Values • Personification of ECS • Critical Facts • BHAG
  • 14. THANK YOU QUESTIONS?

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