United Way Communications Training - Des Moines, Iowa June 13 2012

Christoph Trappe
Christoph TrappePublic Relations Leader | Marketing + Communications Exec | Story Marketer | Author | Speaker |
Brand Identity
What’s our brand?
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
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
What are your taglines?
Some Consumer Feedback
• GIVE, ADVOCATE, VOLUNTEER – Pushy!
• LIVE UNITED - ??
Tagline Options
• Use them
• Don’t use them
• Secondarily only
Taglines in Cedar Rapids
Taglines
• Apple’s tagline?

• Think different.
• The power to be your best.
• Think outside the box.
Taglines
• Bank of America?

• Higher standards.
Taglines
• McDonald’s?

• Did somebody say McDonald’s?

• Find more at: http://www.taglineguru.com/
“Taglines”
How the Brand Ties to Our
    Business Model
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
Building a brand (History)
• TV ads
• Other traditional ads

• Today? Look at my socks!
Brand promises
Shout out first thing that comes to mind!
United Way Communications Training - Des Moines, Iowa June 13 2012
United Way Communications Training - Des Moines, Iowa June 13 2012
United Way Communications Training - Des Moines, Iowa June 13 2012
What do you want people to
     shout out for us?
       Is that what they say?
Your brand sells your product
• Who owns an Android phone?
• Who owns an iPhone?
• Would you buy the other?
What do we sell?

Community impact


                   How do you sell that?
United Way Communications Training - Des Moines, Iowa June 13 2012
Marketing your brand!
• How many in your marketing department?
• Learn how to market all the time!
Your elevator speech
• In 20-30 seconds describe what your United
  Way does!
• Share at table!
Lunch

Yay! See ya at 1!
Basics of a story!
• You want to talk about it!
• Elements to cover: Big
  picture, emotion, expert! (Remember what we
  are selling)
• Channels!
United Way Communications Training - Des Moines, Iowa June 13 2012
United Way Communications Training - Des Moines, Iowa June 13 2012
United Way Communications Training - Des Moines, Iowa June 13 2012
Tell stories
• Small group exercise:
  – Share stories!
  – What are the elements?
  – How to share the story?
• Report back
Tell stories
                    Social
                  Network B
  Social
Network A                       Social
                              Network C


                Website


                                Print
                               materials
Other

                   Press
                 releases
How to reach people?
•    Be out there!
•   Transparency
•   Tell stories
•   Be known for what you are!
Questions? Stay in touch!
•   ctrappe@uweci.org
•   Twitter.com/ctrappe
•   Facebook.com/ctrappe
•   319-804-9853
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United Way Communications Training - Des Moines, Iowa June 13 2012

  • 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
  • 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/
  • 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!
  • 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

Editor's Notes

  1. 11-11:10
  2. Exercise… 2-3 minutes in groups!
  3. We will get back to this later… but here’s what Seth Godin says.Goes beyond logos and so forth, but let’s start there..
  4. Ask group?
  5. Add history
  6. 11:25-11:45Marketing all the time:Practice