Branding: Myth or Game Changer. You Decide

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Work through a variety of questions and “what ifs” and examine considerations about branding and its role for not for profits. Highlighted topics include brand essence, brand promise, mission, and community perception of not- for-profits. Evaluate the relevance and viability of branding as it relates to marketing today for NPS and to the COAE as an um- brella alliance.

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Branding: Myth or Game Changer. You Decide

  1. 1. Branding: You decide. Game Changer Myth or
  2. 2. Session overview <ul><li>Define branding </li></ul><ul><li>Criteria for answering the question </li></ul><ul><li>Best practice case studies highlighted </li></ul><ul><li>The COAE brand considered </li></ul><ul><li>Q & A and wrap up </li></ul>
  3. 3. Branding - a definition <ul><li>Branding is authentically communicating about every aspect of your organization in ways that differentiate it in the marketplace and build emotionally-compelling connections with your audience(s). </li></ul><ul><li>Successful branding is only possible with a clearly and accurately defined brand. </li></ul>
  4. 4. Defining your brand <ul><li>Brand essence </li></ul><ul><ul><li>The heart and soul of your brand. </li></ul></ul><ul><ul><li>Its fundamental nature. </li></ul></ul><ul><ul><li>It’s the one constant across all service categories and for every audience. </li></ul></ul><ul><ul><li>Usually stated in very few words. </li></ul></ul><ul><ul><ul><li>Bill & Melinda Gates Foundation: “All Lives Have Equal Value” </li></ul></ul></ul><ul><ul><ul><li>Andre Agassi Foundation for Education: “With Education, There is Hope.” </li></ul></ul></ul><ul><ul><ul><li>The Nature Conservancy: “Saving Great Places” </li></ul></ul></ul>
  5. 5. Defining your brand <ul><li>Brand promise </li></ul><ul><ul><li>Brand essence actualized. </li></ul></ul><ul><ul><li>Differentiating benefits that are relevant and compelling to the customer. </li></ul></ul><ul><ul><li>Benefits can be functional, experiential, emotional or self-expressive. </li></ul></ul><ul><ul><li>Hits the “sweet spot” </li></ul></ul>
  6. 6. Brand promise - hitting the “sweet spot” Often stated as, “Only [brand name] delivers [benefit] in [service category].”
  7. 7. Brand promise must: <ul><li>Address important customer needs. </li></ul><ul><li>Leverage your organization’s strengths. </li></ul><ul><li>Provide a competitive advantage through differentiation. </li></ul><ul><li>Inspire, energize and mobilize your people. </li></ul><ul><li>Drive every organizational decision, system, action and process. </li></ul><ul><li>Manifest itself in your organization’s products and services. </li></ul>
  8. 8. Brand promise in action
  9. 9. Back to our original question. Is branding a . . . or, is it a How do you decide? Game Changer Myth
  10. 10. Criteria for deciding <ul><li>Myth = any invented story, idea, or concept </li></ul><ul><li>Branding is a myth in your organization if: </li></ul><ul><ul><li>Your brand is undefined. </li></ul></ul><ul><ul><ul><li>Essence is unclear. </li></ul></ul></ul><ul><ul><ul><li>Promise is not clearly articulated </li></ul></ul></ul><ul><ul><li>There is lack of concensus and buy-in around your brand. </li></ul></ul><ul><ul><li>Your brand promise is not the reference point for every aspect and action of your organization. </li></ul></ul><ul><ul><li>Your organization is undifferentiated from others. </li></ul></ul><ul><ul><li>Lacking emotional connection with audience(s). </li></ul></ul>Myth
  11. 11. Criteria for deciding <ul><li>Game changer = </li></ul><ul><ul><li>Being visionary. </li></ul></ul><ul><ul><li>Being an organization that has a clear, vigorous understanding of its assets and leverages all its tools for maximum viability and effectiveness. </li></ul></ul><ul><li>Branding is a game changer in your organization if: </li></ul><ul><ul><li>Your brand is authentically defined and clearly articulated. </li></ul></ul><ul><ul><li>There is concensus and buy-in around your brand. </li></ul></ul><ul><ul><li>Your brand is the reference point for every aspect of your organization. </li></ul></ul><ul><ul><li>Your organization is clearly differentiated from others. </li></ul></ul><ul><ul><li>Your brand helps build emotionally-compelling connections with your audience(s). </li></ul></ul>Game Changer
  12. 12. Myth or Game Changer - you decide. <ul><li>If, your organization’s brand is </li></ul><ul><ul><li>Clearly defined </li></ul></ul><ul><ul><li>The basis for all decisions </li></ul></ul><ul><ul><li>The fulcrum for all actions </li></ul></ul><ul><ul><li>The reference point for all messaging </li></ul></ul><ul><ul><li>Differentiates you in the marketplace </li></ul></ul><ul><ul><li>Is the promise upon which emotional connections are built </li></ul></ul><ul><li>Then, branding is a game changer for your organization! </li></ul>Game Changer Myth
  13. 13. Branding in action - 3 best practice case studies <ul><li>Brand-based funding raising event </li></ul><ul><li>Brand-reflective donor recognition plaques </li></ul><ul><li>Creative brand marketing </li></ul>
  14. 14. Best practice case study - YWCA Rochester & Monroe County <ul><li>Brand-based funding raising event </li></ul>
  15. 15. <ul><li>Reinforces the brand promise </li></ul><ul><li>Eliminating Racism. Empowering Women </li></ul><ul><ul><li>Event name </li></ul></ul><ul><ul><li>Client success stories </li></ul></ul><ul><ul><li>Programmatic highlights </li></ul></ul><ul><ul><li>Relevant keynote speaker </li></ul></ul>Best practice case study - YWCA Rochester & Monroe County Brand-based funding raising event
  16. 16. Best practice case study - Camp Stella Maris <ul><li>Brand-reflective donor recognition plaques </li></ul><ul><li>The challenge </li></ul><ul><ul><li>Visually convey the CSM brand </li></ul></ul><ul><ul><li>Acknowledge and honor donors </li></ul></ul><ul><ul><li>Celebrate the CSM “family” </li></ul></ul><ul><ul><li>Tie in experientially with the site </li></ul></ul><ul><li>The solution </li></ul><ul><ul><li>CSM’s setting (experiential, emotional and self-expressive brand benefits) </li></ul></ul><ul><ul><li>Thematically show the donors in the CSM setting </li></ul></ul><ul><ul><li>Differentiate </li></ul></ul><ul><ul><li>Coordinate with building design </li></ul></ul>
  17. 17. Best practice case study - Camp Stella Maris <ul><li>Brand-reflective donor recognition plaques </li></ul>
  18. 18. Best practice case study - Camp Stella Maris <ul><li>Brand-reflective donor recognition plaques </li></ul>
  19. 19. Best practice case study - Camp Stella Maris <ul><li>Brand-reflective donor recognition plaques </li></ul>
  20. 20. Best practice case study - NeighborWorks Rochester <ul><li>Creative brand marketing </li></ul>Opportunity: What do NeighborWorks Rochester and George Eastman House Sweet Creations have in common?
  21. 21. Best practice case study - NeighborWorks Rochester <ul><li>Creative brand marketing </li></ul>Brand message: NeighborWorks Rochester helps people transform their homes and make dreams come true.
  22. 22. Best practice case study - NeighborWorks Rochester <ul><li>Creative brand marketing </li></ul><ul><li>Marketing benefits: </li></ul><ul><li>Reinforce brand promise in a fresh way. </li></ul><ul><li>Reach an expanded audience in a new setting. </li></ul><ul><li>Positive link with another NPO. </li></ul><ul><li>Opportunity for engaging P.R. and media exposure. </li></ul>
  23. 23. The COAE brand - considerations <ul><li>Assets: </li></ul><ul><ul><li>Name </li></ul></ul><ul><ul><li>Logo </li></ul></ul><ul><ul><li>Tag line (reflects essence?) </li></ul></ul><ul><ul><li>Mission, vision, and values statements </li></ul></ul><ul><ul><li>Goals* </li></ul></ul>
  24. 24. The COAE brand - considerations <ul><li>Goals: </li></ul><ul><ul><li>Provide networking vehicles and support for members. </li></ul></ul><ul><ul><li>Elevate COAE’s public profile and role related to influencing community decisions. </li></ul></ul><ul><ul><li>Promote preferred management practices. </li></ul></ul><ul><ul><li>Promote operating efficiencies. </li></ul></ul><ul><ul><li>Promote opportunities for synergy among members/ organizations. </li></ul></ul>
  25. 25. The COAE brand - branding effectiveness? Internal audience External audience(s)
  26. 26. Elizabeth Berry 585-598-3265 (office) . 585-586-9050 (smart phone) [email_address] www.touchpointscreative.com Graphic design . Web design . Branding

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