what we do We live in a brandnew world Taking Control of Your Organization s Centre of Excellence for Public Sector Marketing

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1 Taking Control of Your Organization s AFP Congress November 22, 2017 what we do Strategic marketing planning organizational branding social media online engagement social marketing sponsorship /partnerships Exhibit and event marketing revenue generation membership development Centre of Excellence for Public Sector Marketing We live in a brandnew world 3 1

2 What is a BRAND? 4 what do you think of? 5 what do you think of? 6 2

3 what do you think of? 7 what do you think of? 8 what do you think of? 9 3

4 The world s most valuable brands 10 brands that have taken a hit. 11 what does this brand say? 12 4

5 13 We have personal brands too This is Me 14 Sometimes they need a little work 15 5

6 How has your view of this personal brand changed in the last month? 16 Your brand is what people think of you! 17 Non-Profits need branding too 18 6

7 With over 170,000 charitable and non-profit organizations in Canada, your brand is what separates you from the rest. 19 Why branding in the non-profit sector is important Promotes recognition Sets you apart from competition Helps clients know what to expect Represents your promise to customers Motivates staff Provides focus & direction Look at Me!

8 22 branding requires an organization wide commitment 23 Brand Terminology Brand is the proprietary visual, emotional, rational, and cultural image that is associated with an organization or a product/service. Brand Awareness is the extent to which clients/customers recognize a brand. Brand Identity includes brand names, logos, positioning, brand associations, and brand personality. Brand Promise is the marketer s vision of what the brand will do for consumers. Brand Contact can be defined as any informationbearing experience a customer or prospect has with the brand. Brand Equityis the built up value an organization has gained through its formal/informal communications and activities. 24 8

9 The Branding Process 1. Brand Definition SWOT 2. Brand Objectives 3. Brand-Related Competition Overview 4. Gap Analysis 5. Audience Segmentation 6. Working Brand Matrix 1. Mission Statement 2. Vision 3. Brand Character 4. Brand Values 5. Positioning Statement 6. Brand Promise 25 Branding requires you to look in the mirror where is your brand now? Strengths Example: Well established brand with strong recognition Weaknesses Example: Fighting the perception that we are only a regional organization Opportunities Example: To position our brand as the national voice on xx issue Threats Example: A lot of organizations in the same space that dilute our unique brand 27 9

10 2. brand objectives Overall Brand Objectives Example: Establish our organization as the leading voice for xx issue nationally Specific Objectives Example: Develop a brand that appeals to XX audience; Develop a signature event that reinforces our national mandate and brand values brand-related competition overview Where do we want to be in relation to the competition? 29 Let s do a test what makes you unique? Good customer service Quality of organization / program Our reputation Knowledgeable staff Good results Dedication of staff Consistent management Responsiveness Innovation Trust 30 10

11 competition overview mapping 31 Create your own map National Regional Policy Operational brand gap analysis 33 11

12 example of a brand gap analysis audience segmentation Analysis and identification of core audience(s) Focus brand on core audience (s) with highest points of value connection working brand matrix Emotional Rewards Functional Benefits Physical Attributes 36 12

13 example of working brand matrix 37 Branding Process Overview 38 example of brand framework 39 13

14 Brand Implementation 1. Get buy-in from the team & create the culture 2. Review all print and online materials 3. Craft the necessary communications 4. Choose the brand elements 5. Integrate strategy across all segments and media 6. Monitor and maintain the brand 40 common branding mistakes Inconsistency across Not thinking how your different platforms and brand will be perceived mediums in other cultures Relying too heavily on Using copy that doesn t design trends accurately describe Straying from what your brand made you successful in the first place Attaching your brand to the wrong things

15 where to reach me Bernie Colterman: Blog: Tel: Website: CEPSM.ca 43 15