Introduction                                 1984• "A brand is a living entity - and it is  enriched or undermined  cumula...
Today’s Journey                  1984
1984    The Power of BrandingWhat is a Brand?  – What do you associate with the word    “brand”?  – A little quiz
The Power of Branding BUT A SUCCESSFUL BRAND GOES FAR BEYOND A LOGO.
The Power of Branding“Ideally, as with the self-actualizing person, acompany’s real self and its social self are inharmony...
The Authentic Brand• Makes a distinctive promise to the  marketplace and to its team members• Drives a unique and compelli...
The Authentic Brand is•   Intentional and purposeful•   Reflective of mission and values•   Organic•   Self-reinforcing•  ...
Step 1
Who Can Provide Insights?•   Residents•   Prospects•   Team Members•   Board Members•   Lost Prospects•   Influencers•   C...
Self ExplorationPRODUCT or                           PROSPECTS  PRODUCT                             CONSUMER SERVICE      ...
Step 2
Your Customer’s Perfect Future Vision            • What is Your Customer’s              Perfect Future Vision of          ...
Step 3
Engagement and Empowerment
© 2012 - Creating Results, LLC
Interactive Exercise• Mission & Brand Pick the 3 areasof:                                         Your  – Greatest Alignme...
Step 4
How can we build our brandand tell our story through the  stories of the people who   make this community?
Persistence and Measurement• Allow brand messaging to evolve• Understand that creating consistent  experience requires ded...
The Alchemy of Culture and Brand• Culture is expressed in the every day habits of  our organization and those in it• Desir...
Creating Organizational Alignment• Make team member development a priority• Be a learning organization versus a knowing  o...
Brand/Mission Alignment Challenge    –   Are you consistently & visibly leading from the top?    –   Are the right people ...
Today’s Journey                  1984
Aligning Brand with Mission
Aligning Brand with Mission
Aligning Brand with Mission
Aligning Brand with Mission
Aligning Brand with Mission
Aligning Brand with Mission
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Aligning Brand with Mission

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As Michael Eisner, former CEO of Disney once said, “A brand is a living entity - and it is enriched or undermined cumulatively over time, the product of a thousand small gestures.”

The power of branding goes beyond a logo. It makes a distinctive promise to the marketplace and to its team members, drives a unique and compelling image and supports development of critical competencies that allow the organization to deliver on the promise now and and in the future.

Learn the four steps in developing a strong brand.

For more a case study on how Creating Results has helped clients develop their brand, visit http://www.creatingresults.com/index.cfm/menu/page/stub/North-Hill-Brand-Identity.

Authors Todd Harff, Rebecca Donato, Robert E. Snyder. Presented at LeadingAge Annual Meeting, October 2012.

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  • Todd
  • Todd Introduce Panelists
  • Todd The goal of this session is for you leave Inspired, Informed and Ready for ActionUnderstand steps Think about your own organization Develop action stepWe will provide proven processes and lessons learned and will be using North Hill of Needham a 28 year old Life-Care Community outside of Boston as a case study.Before we start the journey we are going to take a detour and briefly discuss The Power of Branding and what branding is and is not.
  • Robert
  • RobertSome still view “branding” as superficial marketing manipulation, but as the demand for authenticity grows, especially in our market, a deeper, more comprehensive approach to branding is called for.
  • Robert
  • Todd
  • ToddNeed to be honest about who you are and who you can become
  • Todd
  • Robert
  • RobertInteractive Exercise
  • Rebecca
  • Rebecca
  • Todd
  • Todd
  • Todd
  • DELETE?
  • RobertOne “out of the park” customer experience doesn’t take the place of consistent excellence. At the same time, one really bad customer experience can wipe out a strong track record if recovery is not handled properly
  • Todd
  • RobertReview
  • Aligning Brand with Mission

    1. 1. Introduction 1984• "A brand is a living entity - and it is enriched or undermined cumulatively over time, the product of a thousand small gestures“ Michael Eisner, former CEODisney
    2. 2. Today’s Journey 1984
    3. 3. 1984 The Power of BrandingWhat is a Brand? – What do you associate with the word “brand”? – A little quiz
    4. 4. The Power of Branding BUT A SUCCESSFUL BRAND GOES FAR BEYOND A LOGO.
    5. 5. The Power of Branding“Ideally, as with the self-actualizing person, acompany’s real self and its social self are inharmony. It’s called ‘living the brand.’” “Ageless Marketing” David B. Wolfe and Robert E. Snyder
    6. 6. The Authentic Brand• Makes a distinctive promise to the marketplace and to its team members• Drives a unique and compelling image that is consistent with that promise across actions, behaviors and communications• Supports and encourages development of critical competencies that allow the organization to deliver on the promise now and into the future
    7. 7. The Authentic Brand is• Intentional and purposeful• Reflective of mission and values• Organic• Self-reinforcing• Dynamic• Engaging for the team
    8. 8. Step 1
    9. 9. Who Can Provide Insights?• Residents• Prospects• Team Members• Board Members• Lost Prospects• Influencers• Competitors - Alternatives
    10. 10. Self ExplorationPRODUCT or PROSPECTS PRODUCT CONSUMER SERVICE Who are they? What makes It different? What is their stage in life? How does it compare What are their pressing to its competition? concerns and challenges? Where does it fit What are their dreams in the marketplace? and aspirations? What makes it better? What quality of life do they seek? Step 3 THE COMMUNICATION STRATEGY
    11. 11. Step 2
    12. 12. Your Customer’s Perfect Future Vision • What is Your Customer’s Perfect Future Vision of Where They Would Like to Live? • What Are You Providing That They Don’t Value?
    13. 13. Step 3
    14. 14. Engagement and Empowerment
    15. 15. © 2012 - Creating Results, LLC
    16. 16. Interactive Exercise• Mission & Brand Pick the 3 areasof: Your – Greatest Alignment – Weakest Alignment Bran d © 2012 - Creating Results, LLC
    17. 17. Step 4
    18. 18. How can we build our brandand tell our story through the stories of the people who make this community?
    19. 19. Persistence and Measurement• Allow brand messaging to evolve• Understand that creating consistent experience requires dedication over time• Constantly seek feedback• Embrace the value of regular research, correlating intentional actions around culture and brand with organizational achievement
    20. 20. The Alchemy of Culture and Brand• Culture is expressed in the every day habits of our organization and those in it• Desired behaviors to support brand promises need clarity and clear articulation• Authentic brands both emerge from and inspire culture
    21. 21. Creating Organizational Alignment• Make team member development a priority• Be a learning organization versus a knowing organization• Celebrate successes—be timely and enthusiastic• Eradicate identified areas of misalignment• Challenge your own personal assumptions about your organization
    22. 22. Brand/Mission Alignment Challenge – Are you consistently & visibly leading from the top? – Are the right people on the bus & in the right seats? – Do all investments support the brand? – Do all procedures and processes support the brand? – Do all marketing materials support the brand? – Do all customer experiences support the brand? – Are you using tough decisions as organization wide learning opportunities – Do your customers and prospects accurately describe your brand promise? – Is your story what your customers want to buy? – Are you celebrating success? – Are you demonstrating long-term commitment?
    23. 23. Today’s Journey 1984

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