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Brand Strategy 101 - School of the Art Institute
- 1. Brand Strategy + Storytelling @jenmartindale
- 2. Hi. I’m Jen.
- 5. YERBA BUENA CENTER FOR THE ARTS
- 6. Deep, natural skepticism of BRAND
- 7. What is a brand?
- 8. Brand strategy is no longer optional for the arts
- 9. Holistic business model BRAND Partnerships & Alliances Staff Culture Programs & Initiatives Messaging Board Recruitment Fundraising /Development Pricing strategies Visitor/User Experience
- 10. “I have a mission statement. Isn’t that enough?”
- 11. Nope.
- 12. ✓ It’s an aspiration ✓ Not a decision making tool ✓ Rarely unique or memorable
- 13. YBCA presents contemporary art that reflects the profound issues and ideas of our time, expands the boundaries of artistic practice, and celebrates the diversity of human experience.
- 15. PURPOSE
- 16. • You make big and small decisions • Your team know what they’re running towards • Your funders understand why you’re unique • Your public know what to expect from you A purpose helps
- 17. 17 What. How. Why. Source: Simon Sinek TED talk.
- 18. 18 What does YBCA do?
- 19. 19 Presents contemporary art and artists.
- 20. 20 Presents contemporary art and artists. NOT WRONG
- 21. YBCA is a cultural incubator.
- 22. 22 How does YBCA do it?
- 23. Present & commission contemporary art and artists.
- 24. A commitment to asking and exploring the urgent questions of our time.
- 25. Host convenings that bridge people, communities and sectors.
- 26. Build civic coalitions that lead to lasting change and policy shifts.
- 28. To uncover the WHY, ask yourself a few questions
- 29. What do we believe?
- 30. Why do we exist?
- 31. We believe that culture precedes change.
- 32. We exist to help spur cultural shifts.
- 33. Remember when I said that the WHY helps you make decisions?
- 34. 14% (!?#@) The artists we choose to present.
- 35. Who we elevate + celebrate
- 38. The ideas we help incubate.
- 40. The way we fund projects.
- 41. The way we speak to the public.
- 42. 42 WHAT we do: YBCA is a cultural incubator. HOW we do it: • Present & commission contemporary art and artists • A commitment to asking and exploring the urgent questions of our time. • Host convenings that bridge people, communities and sectors • Build civic coalitions that lead to lasting change and policy shifts • Incubate game-changing ideas WHY we do it: We believe that culture precedes change.
- 43. We believe __________ . Start with the WHY. We exist _____________ . Activation idea ________.
- 44. Now look into the future.
- 45. What headline do you want to see?
- 46. The Washington Post: How one art center is filling the leadership void left by politicians and corporate America.
- 48. PEOPLE
- 50. Who’s in your tribe?
- 51. On whom does your success depend?
- 53. • Age • Income • Education • Ethnicity • Geography Who Why • Beliefs • Motivations • Desires • Needs • Values
- 54. • Age: 18 - 65+ • Income: $30k - $200k+ • Education: High school - PhD • Ethnicity: Caucasian, AA, API, Latinx, Native American • Geography: SF, Oakland, San Jose, Marin County • Cultural Participation: > 2 times per month YBCA’s tribe is pretty diverse
- 55. Shared values create a bond that transcends program
- 56. • Art creates empathy among people who are different from each other • Art and creativity can inspire people to improve society and the world • It’s important that different types of people work together for social progress • Creating change in the world is a personal goal
- 57. “Creative Changemakers” • Art creates empathy among people who are different from each other • Art and creativity can inspire people to improve society and the world • It’s important that different types of people work together for social progress • Creating change in the world is a personal goal
- 58. _______________ is important to our tribe .
- 60. We call our tribe _______________ .
- 61. • ________________ is important to our tribe. • Our tribe values________________. • We call our tribe________________.
- 63. STORYTELLING
- 64. Purpose People
- 66. • Shows you how to walk and talk • Helps distinguish you from competitors • Is built over time — consistency is key • Is *not* the personality of your people • Should feel appropriate to your purpose Brand personality…
- 67. • How old is my brand, mentally? • Where would my brand hang out? • What kind of music would my brand listen to? • What celebrities or historical figures would my brand be friends with? Ask yourself things like
- 68. We believe that culture precedes change. We exist to spur cultural shifts.
- 69. Vibrant. We are full of life and enthusiasm.
- 70. Soulful. We speak from the heart and with sincerity.
- 71. Bold. We are unafraid and have a point of view.
- 72. Pick personality traits for your brand.
- 76. How do you get people’s attention and make them care?
- 77. Part 1: The Elevator Pitch How would you describe your project, purpose and people in 10-15 seconds?
- 78. Part Two: The Tweet How would you describe it in less than 140 characters*? *we’re keeping it old school!!!!
- 79. Part 3: The T-Shirt How would you describe it in 10 words or less?
- 82. • What mindset do people need to be in, in order to be receptive to our story? • What might they be doing (or where might they be) when they’re in that mindset? • What platforms and tactics can I use to reach them during these moments? Ask yourself things like
- 83. Owned (channels controlled by brand) Earned (organic exposure to brand) Paid (brand pays to leverage platform) • Website • Blog • Social media (organic) • Email/phone database • Building signage • Collateral • Media relations • Blogger relations • Influencer relations • Social sharing • Word of mouth and referrals • Advertisements (any platform) • Sponsorships or endorsements • Direct mail
- 84. Pick 3 ways you’ll reach your people with your story.
- 85. Parting Thought
- 86. Brand gets a bad rap.
- 87. Thank you.