Branding expert Bobbi Gaukel of One8y Creative will introduce branding as it relates to nonprofit organizations. You’ll learn how to set your brand apart from the crowd, integrate your message and measure success in this webinar.

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4. What is Engage:SD?
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5. Part Two: What IS A Brand, Anyway?

6. Part Two: What IS A Brand, Anyway?
Let’s Meet Bobbi
• South Dakota native
• SDSU graduate
• Background in
advertising (since 1993)
• Owner of One8y
Creative (since 2001)

7. Part Two: What IS A Brand, Anyway?
Some Brands I Have Helped Build

8. Part Two: What IS A Brand, Anyway?
Branding IS…NOT...…
• Getting a new logo
• Putting up a facebook page :-)
• Something that you pay someone to do,
but don’t invest time in yourself
• Only for big companies
• Hard to understand!

9. Part Two: What IS A Brand, Anyway?
Branding CAN BE...
Brands can be PEOPLE Brands can be PLACES Brands can be THINGS
(Oprah) (Howard, SD) (A hamburger)

10. Part Two: What IS A Brand, Anyway?
Branding IS...
The entire process involved in creating
a unique name and image for a product,
good or service in the consumers’ mind,
through communications with a consistent
theme. Branding aims to establish a
significant and differentiated presence
in the market that attracts and retains
loyal customers.

11. Part Two: What IS A Brand, Anyway?
Branding IS...
Perhaps the easiest way
to think about branding is
to think of it as a promise
that you make – to your
customers, your competitors,
and even to yourself.

12. Part Two: What IS A Brand, Anyway?
The Brand Promise
A brand’s promise is the
vision of what a brand must
BE and DO. In the end, a
brand promise should be:
unique, believable, and
compelling.

13. Part Two: What IS A Brand, Anyway?
Beginning At...The Beginning
Whoa.
How do I decide what my
Promise will be?

14. Part Two: What IS A Brand, Anyway?
Beginning At...The Beginning
Let’s start with this thing called
a ‘brand pyramid’ – it will help you
define your brand promise.

15. Part Two: What IS A Brand, Anyway?
The Beginning: A Brand Promise Pyramid
Resonance
Emotional Benefits
Functional Benefits
Personality/Character

16. Part Two: What IS A Brand, Anyway?
The Beginning: A Brand Promise Pyramid
Resonance
Emotional Benefits
Functional Benefits
Personality/Character
Start with your tangible assets (someone knows you exist)

17. Part Two: What IS A Brand, Anyway?
The Beginning: A Brand Promise Pyramid
Resonance
Emotional Benefits
Functional Benefits
How you perform (function)
and communicate (image)
Personality/Character
Start with your tangible assets (Someone knows you exist)

18. Part Two: What IS A Brand, Anyway?
The Beginning: A Brand Promise Pyramid
Resonance
Emotional Benefits
Opinions (judgements)
and responses (feelings)
Functional Benefits
How you perform (function)
and communicate (image)
Personality/Character
Start with your tangible assets (someone knows you exist)

19. Part Two: What IS A Brand, Anyway?
The Beginning: A Brand Promise Pyramid
Resonance
Identification
(with brand)
Emotional Benefits
Opinions (judgements)
Responses (feelings)
Functional Benefits
How you perform (function)
and communicate (image)
Personality/Character
Start with your tangible assets (Someone knows you exist)

20. Part Two: What IS A Brand, Anyway?
The Beginning: A Brand Promise Pyramid
Resonance RELATIONSHIP
(What about you & me)
Identification
(with brand)
Emotional Benefits RESPONSE
(What about you)
Opinions (judgements)
Responses (feelings)
Functional Benefits MEANING
(What you are)
How you perform (function)
and communicate (image)
Personality/Character IDENTITY
Start with your tangible assets (Someone knows you exist) (Who you are)

21. Part Two: What IS A Brand, Anyway?
What’s Next?
Questions?

22. Part Two: What IS A Brand, Anyway?
5 Basic Branding Components…
1 Identity
2 Environment
3 History
4 Community
5 People

23. Part Two: What IS A Brand, Anyway?
5 Basic Branding Components…
1 Identity
• Name
• Logo
• Positioning Line
• Graphic Standards

24. Part Two: What IS A Brand, Anyway?
5 Basic Branding Components…
Consistency –
There are two schools
of thought:
• Do it once and do it right
• Re-evaluate and react

25. Part Two: What IS A Brand, Anyway?
5 Basic Branding Components…
2 Environment
• Color Palette
• Fonts
• Imagery
• Language
• Location

26. Part Two: What IS A Brand, Anyway?
5 Basic Branding Components…
3 History
• Tells your ‘story’
• Builds connections
• Adds credibility
• Can be built upon

27. Part Two: What IS A Brand, Anyway?
5 Basic Branding Components…
4 Community
• Strength in relationship
• Strength in a network
• Strength in giving back
Professional Organizations
Mentoring
Education
Christian Service
Gardening
Vintage Vibes

28. Part Two: What IS A Brand, Anyway?
5 Basic Branding Components…
5 People
• Everyone plays a part
• Appearance/Attitude
• Relationships matter

29. Part Two: What IS A Brand, Anyway?
So, That’s Branding 101

30. Part Two: What IS A Brand, Anyway?
So, That’s Branding 101
Make sense?

31. Part Two: What IS A Brand, Anyway?
What’s Next? …
• A look at how to implement a brand
through various phases:
– Discovery
– Strategy
– Articulation
– Activation
– Maintenance

32. Part Two: What IS A Brand, Anyway?
Until We Meet Again…
Thanks very much
For your time and
Interest!
Bobbi Gaukel
605- 335-7971
bobbi@one8ycreative.com