1. Brand Identity

2. What’s our brand?

3. What’s our brand?
A brand is the set of
expectations, memories, stories and relationships
that, taken together, account for a consumer’s
decision to choose one product or service over
another. If the consumer (whether it’s a
business, a buyer, a voter or a donor) doesn’t pay
a premium, make a selection or spread the
word, then no brand value exists for that
consumer. A brand's value is merely the sum total
of how much extra people will pay, or how often
they choose, the expectations, memories, stories
and relationships of one brand over the
alternatives. – Seth Godin

4. Brand do’s and don’ts
• Lots of rules… find them at
UnitedWayofEastCentralIowa.org/marketing
• The basics:
– Don’t change the logo!
– Don’t change LIVE UNITED

5. What are your taglines?

6. Some Consumer Feedback
• GIVE, ADVOCATE, VOLUNTEER – Pushy!
• LIVE UNITED - ??

7. Tagline Options
• Use them
• Don’t use them
• Secondarily only

8. Taglines in Cedar Rapids

9. Taglines
• Apple’s tagline?
• Think different.
• The power to be your best.
• Think outside the box.

10. Taglines
• Bank of America?
• Higher standards.

11. Taglines
• McDonald’s?
• Did somebody say McDonald’s?
• Find more at: http://www.taglineguru.com/

12. “Taglines”

13. How the Brand Ties to Our
Business Model

14. Brand promise
“A brand's value is merely the sum total of how
much extra people will pay, or how often they
choose, the expectations, memories, stories
and relationships of one brand over the
alternatives.” - Godin

15. Building a brand (History)
• TV ads
• Other traditional ads
• Today? Look at my socks!

16. Brand promises
Shout out first thing that comes to mind!

20. What do you want people to
shout out for us?
Is that what they say?

21. Your brand sells your product
• Who owns an Android phone?
• Who owns an iPhone?
• Would you buy the other?

22. What do we sell?
Community impact
How do you sell that?

24. Marketing your brand!
• How many in your marketing department?
• Learn how to market all the time!

25. Your elevator speech
• In 20-30 seconds describe what your United
Way does!
• Share at table!

26. Lunch
Yay! See ya at 1!

27. Basics of a story!
• You want to talk about it!
• Elements to cover: Big
picture, emotion, expert! (Remember what we
are selling)
• Channels!

31. Tell stories
• Small group exercise:
– Share stories!
– What are the elements?
– How to share the story?
• Report back

32. Tell stories
Social
Network B
Social
Network A Social
Network C
Website
Print
materials
Other
Press
releases

33. How to reach people?
• Be out there!
• Transparency
• Tell stories
• Be known for what you are!

34. Questions? Stay in touch!
• ctrappe@uweci.org
• Twitter.com/ctrappe
• Facebook.com/ctrappe
• 319-804-9853