Developing Your Brand Audubon Chapter Services Webinar June 11, 2014
Agenda Hello What s a brand and why does it matter? Brand promise exercise Positioning statement Highest calling Personality Making it heard Q&A
What is a brand? By now you have a Logo Website Facebook page Perhaps a font
What is a brand? By now you have a Logo Website Facebook page Perhaps a font Next step is to give your brand some guiding ideas, a voice, a look, and a feel
What is a brand? What is a brand?
What is a brand? Branding is the blend of art and science that manages associations between a brand and memories in the mind of the audience. It involves focusing resources on selected tangible and intangible attributes to differentiate the brand in an attractive, meaningful, and compelling way for the targeted audience. Brandchannel.com
What is a Brand? Conviction Consistency Connection
What is a Brand? Conviction Consistency Connection Promise
Why does it matter? You have a brand whether you want to or not
Why does it matter? Branding is the blend of art and science that manages associations between a brand and memories in the mind of the audience. It involves focusing resources on selected tangible and intangible attributes to differentiate the brand in an attractive, meaningful, and compelling way for the targeted audience. Brandchannel.com
Why does it matter? Helps the public understand and remember what s unique about you, attracts new customers, and keeps the ones you already have A solid brand can mean the difference between success and failure
Brand Loyalty Promise Expectation Interaction Satisfaction Loyalty Donors Volunteers Board Members
BRAND EXAMPLES
Brand Examples
Brand Examples
Big Examples Nike didn t discover the power of advertising, they discovered the power of their own voice. Dan Weiden
Brand Examples
Brand Examples
Brand Examples
Big Examples
Big Examples
Brand Examples
Brand Examples
THE ONE THING
The One Thing Good marketing comes from a brand which centers around one thing, one truth The ping pong exercise
The Golden Circle WHAT HOW WHY
BRANDING EXERCISE
Poll Your Audience Ask people what they think about your organization What are the first three words that come to mind when you think about? Could you paraphrase s mission? In one sentence, what does do?
Branding Exercise Five things to think about: Target Competitive set Most compelling benefit Highest calling Personality
Branding Exercise Build: Basic marketing position statement To target market, Audubon is the consideration set that most compelling benefit.
Branding Exercise Build: Basic marketing position statement To target market, Audubon is the consideration set that most compelling benefit. Brand vision
Branding Exercise Build: Basic marketing position statement To target market, Audubon is the consideration set that most compelling benefit. Brand vision Brand personality
POSITIONING STATEMENT
Positioning Statement To target market, Audubon is the consideration set that most compelling benefit.
TARGET
Target Market Non profits = everyone Large enough to fill the tent but narrow enough that you can find them
Target Market Ask your current members, past members, people who thought about joining but didn t, other organizations
Target Market Ask your current members, past members, people who thought about joining but didn t, other organizations Find out what they have in common
Target Market Use insights to find like minded individuals Be sure to identify some things that occur in multiple age groups/backgrounds
CONSIDERATION SET
Consideration Set Who do you compete with and on what grounds?
Consideration Set Who do you compete with and on what grounds? What organizations are your donors/volunteers choosing between when they re considering you?
MOST COMPELLING BENEFIT
Most Compelling Benefit What separates you from every other like minded organization your target could consider?
Most Compelling Benefit Are you the only organization with a nature center in your county? Does being a part of the Audubon Network set you apart from your competitors? Is your willingness to partner unlike anyone else s approach? Are you the only bird conservation organization around?
Positioning Statement To target market, Audubon is the consideration set that most compelling benefit. To people who care about Texas, Audubon is the conservation organization that provides opportunities for local action that leads to large scale impact. To Minnesotans with a conservation ethic, Audubon is the conservation organization that inspires action by engaging people, wherever they are, with birds and their habitat.
HIGHEST CALLING
Highest Calling If money was no object, what would you do?
Highest Calling If money was no object, what would you do? The 10,000 foot why, your vision
Highest Calling If money was no object, what would you do? The 10,000 foot why, your vision Creates a filter
Highest Calling The brand vision A Texas where conservation is the way of life. Ensure birds thrive.
PERSONALITY
Personality Captures the human characteristics that will allow us to build a relationship between our brand and customers
Personality The essential difference between emotion and reason is that emotion leads to action while reason leads to conclusions. neurologist Donald Galne
Personality Captures the human characteristics that will allow us to build a relationship between our brand and customers Three words exercise
Personality Captures the human characteristics that will allow us to build a relationship between our brand and customers Smart, action-oriented, ambitious Focused, inclusive, responsible
BRAND PROMISE
Brand Promise Target = how to find like-minded people Most compelling benefit = persuasion tool Highest calling = filter Personality = differentiated and recognizable way in which you communicate
NOW WHAT?
Making it Heard Communicate your brand Set a budget 10% Identify marketing needs Find a partner Graphic designers/copywriters Agencies Students Crowd sourced design Tweak, evaluate, test, fail, try, try again
Recap Consider your target Consider your competitive set Identify your most compelling benefit Decide on your highest calling Communicate with personality Use learnings to strategize communications