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Are you talking to me?: Branding
The document provides an overview of branding concepts through a session on branding. It discusses what branding is, common misconceptions about branding, and why branding matters. Branding is defined as the promise of the experience customers will receive from an organization. The document also covers signs of a strong brand, defining an organization's brand, understanding customers' perspectives, and two case studies on how the Old Town School of Folk Music and the Chicago Sinfonietta developed their brands over time.
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Are you talking to me?: Branding
- 1. ARE YOU TALKING TOME? Session 1: Branding March 2010
- 2. Welcome • Goals – Elements of marketing plan – Key concepts – First steps toward creating your own marketing plan – Q&A time, breakouts – Today: Branding Learning Circle 2010
- 3. What is aBrand? You already know. Learning Circle 2010
- 4. Branding Misconceptions • A brand is superficial • A brand is artificial • A brand is expensive - need Super Bowl campaign Learning Circle 2010
- 5. Branding Misconceptions •Branding is -- –A logo –A tagline –An ad • You can dictate your brand • A brand is permanent Learning Circle 2010
- 6. So…what is it? A brand is a promise of the experience your customers will receive. A strong brand consistently delivers on that promise. Learning Circle 2010
- 7. In other words "What’s a brand? A singular idea or concept that you own inside the mind of the prospect.” – Al Ries, Ries & Ries “Customers must recognize that you stand for something.” – Howard Schultz, Starbucks "A brand is a living entity - and it is enriched or undermined cumulatively over time, the product of a thousand small gestures." – Michael Eisner, CEO Disney Learning Circle 2010
- 8. Breakout • Meet n’Greet Learning Circle 2010
- 9. Branding vs Marketing • Branding is the concept • Marketing is the process by which you create relationships with stakeholders Learning Circle 2010
- 10. Why Does ItMatter? • Helps you stand out • Improves the perception of “worth” • Positions the organization as distinct and memorable in a positive way: easier to understand • Attracts and retains stakeholder loyalty and resources Learning Circle 2010
- 11. Why Does ItMatter? Today’s consumers are -- • Faced with many leisure/entertainment options • Busier than ever • Not necessarily informed about what you do and its significance Learning Circle 2010
- 12. Why Does ItMatter? Today’s consumers are -- • Skeptical • Used to being pursued • Expecting integrity/authenticity This is good news for you! Learning Circle 2010
- 13. Result: Brandingmakes it easier -- and less costly -- to market your artistic product, because your message is uniform and consistent. Learning Circle 2010
- 14. Signs of aStrong Brand • Offers a unique value proposition that makes you stand out from the competition. • Relevant to the needs of the consumer by satisfying both emotional and functional needs. Learning Circle 2010
- 15. Signs of aStrong Brand • Is credible and accepted by audiences because of visible evidence of your ability to deliver on the promise. • Can evolve to meet the long- term needs of the organization. Learning Circle 2010
- 16. Does Mission Statement =Brand Statement? No. It’s only the beginning. Learning Circle 2010
- 17. Mission vs Brand • Mission – all about YOU • Branding/positioning – all about THEM Learning Circle 2010
- 18. Defining Your Brand • What differentiates you? • Who are your stakeholders? • What do stakeholders value about your organization? • Who are your competitors? • What are competitors doing? • Why should someone come to your events, partner with you, fund you? • What does the research say? Learning Circle 2010
- 19. Defining Your Brand • Engage customers and prospects • Engage the staff and board • Don’t forget the media - critics have perceptions, too • Be aware of competitors – what makes you different? • Look from the outside-in, but you are who you are Learning Circle 2010
- 20. What Do Customers Think? • Who are they? Who could they be? • What are their wants, needs, desires, attitudes, interests, barriers, concerns, pressures? • How could you benefit them? Solve a problem? • What, if any, position or image do you conjure in their minds? Learning Circle 2010
- 21. Why Attend? Examples ofBenefits • Social activity • Intellectual stimulation • Cultural information - “what’s going on” • Being moved - laugh, cry, be shocked, amazed • Being entertained (whatever that means) • Admire skilled performers • Sensory pleasures • Experience something new Learning Circle 2010
- 22. What Do Customers Think? • How do you know? • How do you find out? Learning Circle 2010
- 23. How Do YouKnow? • Customer surveys – Quantitative (numerical) results • Customer focus groups or phone interviews – Qualitative (verbal) results • Other research sources Learning Circle 2010
- 24. Case Study Jim Hirsch Executive Director Chicago Sinfonietta Learning Circle 2010
- 25. Two Branding CaseStudies The Old Town School of Folk Music & The Chicago Sinfonietta
- 26. Old Town sstory
- 27. Old Town School– The early years • Founded in 1957 during the “folk boom” • First location Old Town • Brand identity was about music from the folk revival mixed with the social/political context of the time
- 28. Old Town School– the middle years • In the late 60s and early 70s, the popularity of singers/songwriters like Steve Goodman, Arlo Guthrie and others help push enrollment up to 1,000 • New programs are added to broaden the appeal • Brand identity evolves to be less about folk music and more about personal expression
- 29. Change comes toOld Town School • New management in the early 80s begins to redefine and reposition the organization for consumers and funders • Folk music is intentionally characterized as the root of all music common among all cultures and people • This diversity helps expand the market for the organizations programs and adds to funding prospects
- 30. Old Town Schoolnow Folk music is now manifested by a huge selection of classes and concerts that define the OTS brand For adults and teens; cool, worldly, communal, creative, intelligent For parents and children; discovery, development, creativity, community. OTS is a classic “third place” Consistent messaging Imagery and positioning make OTS a niche owner Word of mouth is huge and customer loyalty has been earned and well cared for Technology is not being used particularly well, but offers opportunities for extending the brand
- 31. Old Town Schoolnow Graphic treatment reinforces brand identity
- 32. Old Town Schoolnow Enabling rock & roll obsessives since 1957.
- 33.
- 34. The Chicago Sinfoniettas story
- 35. Chicago Sinfonietta –a very short history • Founded in 1987 by Paul Freeman • Performs a 4-concert season in River Forest and a 5-concert season at Orchestra Hall • Has made fourteen commercial recordings and conducted a number of overseas tours