Telling Your Story Through Branding

Live Your Story CESA 7 September 2, 2009

Your brand is a story. Live it inside. Tell it well outside. And people will pull up their chairs for a listen.

Much more than an ad campaign, web site or tagline could ever be, the brand story is the core truth of who you are, agreed to by all inside, and used to open conversations with those outside who need your services. What’s your story?

Telling Your Story Telling Your Story Rethink—a fresh take on connecting with your customers

Our Story Imaginasium guides organization leaders through measurable change and wins followers inside and out by aligning their brands through strategic communications. We concentrate our efforts on uncovering each client’s authentic and unique brand narrative and bringing it to life. Then, we help them inspire and align every storyteller charged with delivering on it, from board room to switchboard, and build the tools — the Form — that help Story.

Branson on Branding Audiences How do you feel? A “The idea that business is strictly a numbers affair has always struck me as B E preposterous. For one thing, I’ve never been particularly good at numbers, but I think Brand I’ve done a reasonable job with feelings. And I’m convinced that it is feelings — and feelings alone — that account for the success of the Virgin D brand in all of its myriad C forms.”

Fluid Brand Audiences How do you feel? A It’s outside the old traditional thinking of consistency in B E building a brand. Instead… Brand It drives for consistency of response with a wide variety of audiences. D C

Telling Your Story Who are you? Why are you here? How are you unique? Who cares? Why do I care? What’ll keep me engaged? Fire up the custodian as well as the superstar.

Assignment For Imaginasium Provide brand and communication tools to achieve: Greater name recognition with a wider audience Deeper connection with current audiences Align staff, board and internal team with a brand promise Key in RFP: Raise name recognition, especially about work services

Uncover Your Story Core Findings from Discovery and Materials Audit ASPIRO is a family, and an outlet for fun, support and feeling comfortable. ASPIRO is not a place. With many levels of support and opportunities for the target population and families, ASPIRO has a unique role in the community. The greater community does not know about ASPIRO or make the association between name and brand attributes.

Uncover Your Story Core findings from Discovery and Materials Audit The organization’s mission, vision, and core values are lived passionately by board members and employees. ASPIRO, like many organizations, has a strong internal voice, but is hit or miss when targeting external audiences. Outsiders current perceptions make it harder for us to reach target audiences with reasons they should care and motivating them to take the desired action.

What Did We Uncover? ASPIRO is much more than a place. But it’s also more than the services provided or work done. It’s more than the people who work, volunteer and visit. ASPIRO thinks differently, focusing on abilities or strengths and giving each person an opportunity to succeed.

ASPIRO Is A Movement It’s important to reframe the way we, as internal audiences, think about ASPIRO. And then we will create the way external audiences see ASPIRO. You should speak passionately, and be always relevant so the target audiences are inspired to join this cause, actively participate in propelling the mission onward, and become emotionally tied to a common success.

Define Your Story Steps toward your unique Brand Position Identify Key Strengths Translate Key Strengths into “Unique Selling Propositions” Find the flip side: What is your audience “buying?” Boil all of that down to the ONE THING that will make ASPIRO’s brand unique to the marketplace

Defining the Story Opportunities to build A sense of family confidence and independence Unconditional Self- Support sufficiency When given the Progressive tools, opportunity and USPs adaptive A Future support, every Commitment to (Unique Selling Propositions) solutions to individual–no matter Confidence exceeding the challenge he/she expectations challenges faces–will find success in life. UBPs (Unique Buying Propositions) Happiness Opportunity Position Actions that Complete/whole dispel myths life focus

Brand Positioning Statement When we work together, erasing preconceived notions of what’s possible, and have the tools, support and opportunities, then no matter what challenges a person faces, he/she will find success.

Brand Promise

External Internal How it should be used:  Replaces the use of the mission statement (currently used to explain the logo)  Used with the logo as a sign off or separate as a statement of purpose  Does replace “Reach. Connect. Achieve.” as part of logo for external audiences  Doesn’t replace “Reach. Connect. Achieve.” within ASPIRO. It will remain as a internal rally cry that is based off of the mission statement

Telling Your Story Develop the story…tell the impact you want to achieve. “This is what we want to change…the difference I want to make…and here’s how we’re going to do it.” Tell it to real people. Personal relationships, engaging…two versions. Make sure you can live it. Strengths, USPs, UBPs, Position.

Telling Your Story – Exercise Who are we? (2-page short story with a scintillating plot line) Then, boil it down…25 words…10…5…or just a verb). THREE WAYS in which we are unique to our “clients.” DRAMATIC DIFFERENCE. State the ONE great & dramatic thing that distinguishes us from the others. 25 words or less. Who are “They?” Explain competitors (25 words). List 3 distinct “us vs. them” differences. Try it on the team. Fight it out. Try it on a target. Friendly & skeptical Try it on everyone else. (A starter cross section).

The Experience

Design the Experience Involve all departments Chart the touchpoints Avoid Kmart Pursue Disney, Starbucks, SuperBowl Think like John Deere

It’s All in the Packaging Sight Hearing Touching Smelling Tasting

Start asking a few questions around your organization. And then listen. You’ll identify potential trouble spots…and opportunities. Are you aligned?

Establishing Reality & Desire Boardroom to the Switchboard involvement Explore…organization, geography, competition, audience segments, brand emotional & rational perceptions of employees/families/ industry/community. Identify what winning looks like (Goalposts) Wish/Granted…impact the operations Basic Tenets…Start at the top, every opinion counts, show how they fit, win hearts & minds, train for change, tell the world (long term), stay brand focused.

1.] What’s the challenge? (The assignment) 2.] Whose perceptions m (Target audience) atter? Getting buy-in 3.] What’s going on? (Research) The 11 Questions 4.] What do people thin (Current perceptionsk? ) 5.] What are you really? (Facts) 6.] What should people th (Desired perceptions) ink? 7.] What will you tell th (Value propositions)em? 8.] How will you speak? (Tone, brand, delivery) 9.] What’s the rally cry? (The one thing) 10.] How does it look to th (Creative direction) e world? 11.] How’d it do? (Measurement of succes s)

Your brand is a story. Live it inside. Tell it well outside. And people will pull up their chairs for a listen.

Live Your Story CESA 7 September 2, 2009

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Telling Your Story Through Branding

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