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Branding Communities of Practice
Branding Communities of Practice
Branding Communities of Practice
Branding Communities of Practice
Branding Communities of Practice
Branding Communities of Practice
Branding Communities of Practice
Branding Communities of Practice
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Branding Communities of Practice

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From the Leopold Center

From the Leopold Center

Published in: Education
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  • 1. Branding Communities of Practice
  • 2. Why focus on branding? • “What is (Value Chain Partnerships)?” – Ask the following question to all members of your network – Their answers may all be true, but are they all DIFFERENT? • Establishing your own brand identity will – Validate who you are and what you do – Differentiate you from other organizations – Create loyalty amongst team members and supporters
  • 3. What does this have to do with branding cattle? • Cattle are branded so that they can be recognized by their owner • Communities of practice are branded so their collaborative work can be recognized by others in a clear, concise, and consistent manner
  • 4. What are you branding? Small Meat Processors Pork Niche Market Grass-Based Livestock Value Chain Partnerships An Iowa-Based Network of Food and Agriculture Working Groups Regional Food Fruit and Systems Vegetable • With a community of practice, you are branding – The network and its power of collaboration – Not the organization and its products and services
  • 5. What is branding? • Branding is your network’s identity Who are you? Branding What do you do best? How do you do it? • A clear, concise, and consistent message about who you are, what you do, and how you do it will help you more effectively reach out to your target audience • Targeted communication will generate support and increase your group’s ability to make an impact
  • 6. Branding your network • Value Chain Partnerships Who are you? What do you do best? How do you do it? (What type of (What benefit do you organization + want people to + (Why is your do you have?) associate with your organization so organization?) successful?) A network of food and Deliver social, Bring together a agriculture economic, and diverse group of working environmental appropriate groups benefits to clients and players communities
  • 7. Branding your network • Write your positioning statement – Value Chain Partnerships is an Iowa-Based Network for Food and Agriculture Working Groups. These groups bring together a diverse ensemble of producers, processors, and private, non- profit, and government organizations across a variety of market driven food and agricultural issues to deliver social, economic, and environmental benefits to clients and communities. • A tagline might help quickly clarify your organization’s title – Value Chain Partnerships is an Iowa-Based Network for Food and Agriculture Working Groups.
  • 8. When is the right time to focus on branding? If you answer “YES!” to the following questions… • Has your organization identified its niche? – Do you know what you stand for and are you committed to making it work? • Do you need to differentiate your organization? – Are there similar organizations in the arena in which you operate? • Is your organization sending mixed messages? – Are members of your organization sending different messages about what you stand for? • Are people talking about your organization when you’re out of earshot? – Can you personally answer every question, or will people think they know what your organization stands for and make decisions based on their assumptions? …then it’s time to BRAND!

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