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Building The Extension Brand


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Building The Extension Brand

  1. 1. Building the Extension Brand District 9 Total Faculty Training April 29, 2008 Improving Lives. Improving Texas.
  2. 2. Key Elements of a Brand <ul><li>Brand Personality </li></ul><ul><li>Brand Attributes </li></ul><ul><li>Brand Core Values </li></ul><ul><li>Heart of the Brand </li></ul>
  3. 3. Brand Personality <ul><li>How the brand talks or expresses itself </li></ul><ul><li>The tone it uses and the way it delivers its product or service </li></ul>
  4. 4. AgriLife Ext. Brand Personality <ul><li>Leaders </li></ul><ul><li>Dedicated </li></ul><ul><li>Responsive </li></ul><ul><li>Knowledgeable </li></ul><ul><li>Trusted </li></ul>
  5. 5. Brand Attributes <ul><li>What the Brand Delivers </li></ul><ul><li>What a consumer of the brand can count on or expect to receive </li></ul>
  6. 6. AgriLife Ext. Brand Attributes <ul><li>Solving problems </li></ul><ul><li>Leading change </li></ul><ul><li>Developing communities </li></ul><ul><li>Engaging volunteers </li></ul><ul><li>Impacting youth </li></ul>
  7. 7. Brand Core Value <ul><li>Foundation of the brand </li></ul><ul><li>Essence of the brand </li></ul>
  8. 8. AgriLife Ext. Brand Core Value <ul><li>Improving Lives. </li></ul>
  9. 9. Heart of the Brand <ul><li>Brand Promise </li></ul><ul><li>Brand Positioning </li></ul><ul><li>Brand Energy Line </li></ul>
  10. 10. AgriLife Ext. Brand Energy Line <ul><li>Improving Lives. Improving Texas. </li></ul>
  11. 11. Using the Brand <ul><li>Your role in delivering the Brand </li></ul><ul><li>Building your Brand Competency Story </li></ul><ul><li>Elements of Brand Competency </li></ul><ul><li>Promoting our Brand </li></ul>
  12. 12. Delivering the Agency’s Brand <ul><li>Important to know you are the Brand </li></ul><ul><li>You ride for the Texas AgriLife Extension Service Brand </li></ul><ul><li>How you do your job determines our Brand’s success </li></ul><ul><li>How we talk about our agency markets AgriLife Extension </li></ul>
  13. 13. Brand Competency <ul><li>Way you tell your Brand story </li></ul><ul><li>Shorter version is Elevator Pitch </li></ul><ul><li>Tell someone what you do </li></ul><ul><li>Used to introduce AgriLife Extension </li></ul><ul><li>Built around the Brand Attributes </li></ul><ul><li>Use figures as memory device </li></ul><ul><li>Gets easier each time we give it </li></ul>
  14. 14. Elements of Brand Competency <ul><li>The Set Up or Opportunity </li></ul><ul><li>The Positioning – Agency Facts </li></ul><ul><li>Introduce Brand Attributes </li></ul><ul><li>Relate Your Role </li></ul><ul><li>Ask a Question Back </li></ul>
  15. 15. Promoting Our Brand <ul><li>Using the Agency Name </li></ul><ul><li>Using the Logo </li></ul><ul><li>Using the Brand </li></ul>
  16. 16. Brand Resources <ul><li> </li></ul><ul><li>Letterhead, envelops, business cards </li></ul><ul><li>Podium and Office Signage </li></ul><ul><li>Building and Street Signage </li></ul><ul><li>Clothing and other items </li></ul>