it’s the experience your clients have with your organization.
the strategy deﬁnes what you stand for.
It is a promise you make.
your logo isn’t your brand
includes logo, typography colour palette, photography but these
are only the creative expressions of your brand.
your brand lives in every day-to-day interaction you have with
The way you engage staff and your consumers
marketingmo.com and many others
“it’s what they say
about you when
you’re not in
B R A N D I N G
I S T H I S A H O B B Y ?
O R A B U S I N E S S I M P E R AT I V E
G E T E N G A G E M E N T R I G H T,
F R O M T H E S TA RT
Scope Know what the full extent of the project
Design for engagement, not outcome
Ensure you know who has final sign-off
D E V E L O P A P L A N B E F O R E Y O U B E G I N
21 staff40+ ext interviews
12 past presidents
Use a variety of tactics
to engage key stakeholders
1 on 1 interviews
If you think you've done enough
engagement, do more.
We are professionals in a science and
We are passionate about what we do and why
we do it.
We are stewards of resources and the places they
We are an industry built on risk and rewards.
We believe in change and progress in our
Be an authority on the industry using research-
Be about people, their quality of work and life
and then economics, technology and science.
Be respectful to our profession, our partners,
Be future-facing and bold.
Be ﬂexible, optimistic and open to challenges.
Brand Positioning Operationalizing the Brand
C O M M U N I C AT I O N S O U T C O M E S
Web our retail environment
demographics of touch & feel
engaging new audiences
Engage your audience
when & how they want
Help people feel comfortable
with what you're doing and that
you’re leading this process
Use engagement as a learning
Start slow - remember that not
everyone has the same
understanding or knowledge
3 Rules for Success