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Branding APLD with Garden Media Group 2 21 10


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How does The Association of Professional Landscape Designers take advantage of branding? Check out this presentation to the APLD Chapter leaders at a symposium in Berkeley CA

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Branding APLD with Garden Media Group 2 21 10

  1. 1. Branding APLD APLD Chapter Symposium Berkeley, CA February 20-21, 2010
  2. 2. Let’s Talk Branding <ul><li>What Branding Is Not </li></ul><ul><li>What Is Branding? </li></ul><ul><li>Branding APLD </li></ul><ul><li>How You Can Help? </li></ul>
  3. 3. <ul><li>What </li></ul><ul><li>a brand </li></ul><ul><li>Is NOT </li></ul>
  4. 4. A brand is not a name or URL
  5. 5. A brand is not a logo or symbol
  6. 6. A brand is not a character
  7. 7. A brand is not a slogan or jingle
  8. 8. A brand is not a package or signage
  9. 9. <ul><li>What </li></ul><ul><li>is </li></ul><ul><li>a brand? </li></ul>
  10. 10. A brand is ... <ul><li>&quot; A brand is a promise of a relationship and a guarantee of quality.&quot; </li></ul><ul><li>Alycia Perry, Before the Brand </li></ul><ul><li>&quot; A brand engages the senses and emotions and forges a deeper, lasting connection .&quot; </li></ul><ul><li>Marc Gobé, Emotional Branding </li></ul><ul><li>  </li></ul><ul><li>“ Advertising grabs the mind; branding grabs the heart .” </li></ul><ul><li>Rob Frankel, a branding consultant </li></ul><ul><li>&quot; A brand name on a package is not the same thing as a brand name in the mind .“ </li></ul><ul><li>Al and Laura Ries, The 22 Immutable Laws of Branding </li></ul><ul><li>“ Your brand is the heart and soul of your company.&quot; </li></ul><ul><li>Sergio Zyman,  The Zyman Group </li></ul>
  11. 11. <ul><li>A brand is a living entity – </li></ul><ul><li>enriched or undermined </li></ul><ul><li>cumulatively over time, </li></ul><ul><li>by the product of a thousand small gestures! </li></ul><ul><li>Michael Eisner </li></ul><ul><li>Former CEO, Disney </li></ul>
  12. 12. Brand Touches Everything <ul><li>Controls how the market thinks and feels about you </li></ul><ul><li>Allows you to stand out in your customer’s mind </li></ul><ul><li>Tells everyone who you are </li></ul><ul><li>Total & consistent experience </li></ul><ul><li>Decision making based on core values </li></ul>EDUCATORS STUDENTS MEDIA INDUSTRY PROFESSIONALS SUPPLIERS SPONSORS CONSUMERS MEMBERS APLD
  13. 13. The Heart & Soul
  14. 14. Brand Personalities
  15. 15. An effective brand reflects the brand’s true personality
  16. 16. An off target brand is disconnected from your brand personality
  17. 17. Starbucks Mission: To inspire and nurture the human spirit — one person, one cup, and one neighborhood at a time. The Intimate Brand
  18. 18. Delaware
  19. 19. Irvine CA
  20. 20. England
  21. 21. Japan
  22. 22. Dubai
  23. 23. Lisbon
  24. 24. Disney Village -- Paris
  25. 25. The Starbucks Brand is the Same
  26. 26. The Pillars of the Brand <ul><li>Consistent quality coffee </li></ul><ul><li>Consistent customer service </li></ul><ul><li>Consistent connection </li></ul><ul><li>to customers & communities in ways that make a difference </li></ul>
  27. 27. <ul><li>The coffee house camaraderie </li></ul><ul><li>Connecting with the local neighborhood community </li></ul><ul><li>Provide a truly uplifting experience </li></ul>The Essence of the Brand
  28. 28. <ul><li>What </li></ul><ul><li>does </li></ul><ul><li>this mean </li></ul><ul><li>to </li></ul><ul><li>APLD? </li></ul>
  29. 29. APLD Mixed Bouquet
  30. 30. APLD Blended Bouquet
  31. 31. All members understand & share APLD Vision & Values
  32. 32. APLD Chapters Are Brand Stewards <ul><li>Each Chapter is unique but connected </li></ul><ul><li>Each Chapter expresses APLD’s vision & values </li></ul><ul><li>Each Chapter consistently supports APLD’s brand position & promise </li></ul>
  33. 33. <ul><li>Brand </li></ul><ul><li>Building </li></ul><ul><li>Blocks </li></ul>
  34. 34. Build the Foundation <ul><li>Supports APLD vision </li></ul><ul><li>Cultivates APLD core values </li></ul><ul><li>Fulfills APLD goals </li></ul>
  35. 35. Consistent Brand Promise <ul><li>Tells everyone who you are and what you stand for </li></ul><ul><li>Shows how it benefits the your clients </li></ul><ul><li>Stirs an emotional appeal </li></ul><ul><li>Is the total and consistent experience with everyone you touch </li></ul>Remember: Don’t make promises you can’t keep
  36. 36. Consistent Messages <ul><li>Design beautiful, livable outdoor spaces </li></ul><ul><li>“ Go to” landscape design experts for success </li></ul><ul><li>Creative landscape problem solvers </li></ul><ul><li>Enhances property value </li></ul><ul><li>More effective use of resources </li></ul><ul><li>Cost efficient in long run </li></ul>
  37. 37. Consistent Standards <ul><li>Be professional </li></ul><ul><li>Continue education </li></ul><ul><li>Protect the environment </li></ul><ul><li>Be loyal & honest to clients </li></ul><ul><li>Participate in public service activities </li></ul>
  38. 38. Consistent Name & Look
  39. 39. <ul><li>How </li></ul><ul><li>Do We </li></ul><ul><li>Grow </li></ul><ul><li>APLD ’ s </li></ul><ul><li>Brand? </li></ul>
  40. 40. Build Reputation <ul><li>Promote experts </li></ul><ul><li>Set up interviews </li></ul><ul><li>Quote in stories </li></ul><ul><li>Conduct media tours </li></ul>
  41. 41. Reach Industry Peers & Associates Reach out to landscape designers, real estate and building trades & partner industries Increase APLD awareness Place trade stories Promote award winners
  42. 42. Attract Educators & Students Build brand awareness Populate social media Promote APLD competitions, seminars & scholarships
  43. 43. Educate Consumers Promote why you need a landscape designer Distribute “how-to” stories Promote award winners locally Include in Garden Trends Use social media
  44. 44. Engage Media Introduce media influencers to APLD Develop resource list of experts Conduct media tours Develop PR tool kit for members
  45. 45. Get Social
  46. 46. <ul><li>How </li></ul><ul><li>You </li></ul><ul><li>Can Help </li></ul>
  47. 47. Get On Board <ul><li>Be an APLD brand steward </li></ul><ul><li>Share information </li></ul><ul><li>Encourage APLD involvement </li></ul>
  48. 48. Reach Out <ul><li>Local schools </li></ul><ul><li>Local trade groups </li></ul><ul><li>Local non-profits </li></ul><ul><li>Local community activities </li></ul>
  49. 49. Share Information with Us <ul><li>Who’s writing about gardening? </li></ul><ul><li>Who’s your gardening radio personality? </li></ul><ul><li>What local TV programs feature gardening? </li></ul><ul><li>Who are your favorite social gurus? </li></ul><ul><li>What are the local trade & consumer shows? </li></ul>
  50. 50. Call: 610-444-3040 Mail: 520 W. State St. Kennett Square, PA 19348 Fax: 610-444-3043 Email:                 Notes Website Dates & Location Name of Local Trade or Consumer Show                                                                 Notes Email/Phone Contact Name Name of Newspaper, TV, Radio, Magazine, Website, Social Media                         Chapter Email/Phone Expertise Recommended Members         Chapter Email/Phone Expertise for speaking/interviews Your Name
  51. 51. Use PR Tool Kit <ul><li>Media Relations Primer </li></ul><ul><li>Landscape design feature stories </li></ul><ul><li>APLD press release templates </li></ul><ul><li>Graphics, logos, links </li></ul><ul><li>Social Media Tools </li></ul>
  52. 52. [email_address] © 2010 Garden Media Group @SuziMcCoyGMG suzi.mccoy in/suziwatsonmccoy 610-444-3040