ilcma conference community branding branding process: brand message positioning statement ›...
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ILCMA Conference Community Branding
Scott Kolbe Creative Director/Partner February 5, 2016
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Branding Overview › Definition › Goals › Benefits
Branding Process › Set the Stage › Assess › Align › Promise › Implement › Manage
Community Branding
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Branding Defined
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Branding Defined - Then
“The marketing practice of creating a name, symbol or design that identifies a product
from other products.”
› Old and Limited
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Branding Defined - Now
We are overwhelmed by a world of brands, but its not just a logo mark!
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Branding Defined - Now
Branding: Aligning what you want people to think about you with what they actually think
about you.”
Products Services People Organizations Places
Simply put: Owning your REPUTATION
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Branding Defined
Logos are the visual cue to the emotional connection to a brand.
› How do you feel about these brands?
Products Services People Organizations Places
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Branding Defined
So much more than a logo…
Brand is everything you do. Walk the walk, talk the talk.
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Branding Goals & Benefits
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Branding Goals & Benefits
The purpose of a community brand is to build a positive image that attracts the desired
residents, visitors, and businesses.
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Branding Goals & Benefits
Reasons you might (re)brand: › Current brand can’t be defined. – Focus your direction.
› Your amenities have changed – Tout the new and improved!
› Suffering from a negative image – Control the message.
› Differentiate from another community – Compete and win.
› Create community pride – Build civic pride.
› Awareness – Make a name.
› Any others?
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Branding Process
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Branding Process
› Brand Assessment
› Brand Alignment
› Brand Message: Promise
› Brand Implementation
› Brand Management
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Branding Process
Heads-Up! › Communicate early with community stakeholders
› Budget
› Team – Power in numbers
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Branding Process: Assessment
Gathering of information about who you are from an outside and inside perspective
Internal Focus Group › Leadership › Employees › Volunteers
External Focus Group › Residence › Businesses › Visitors (most difficult of the three)
Community Surveys
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Branding Process: Alignment
Based on Assessment, alignment of key features and benefits to target audience(s)
Features Benefits Clean water • Improved health of people
• Improved health of wildlife • Sustains life in general • Aesthetically pleasing
Public access to open space • Promotes healthy living • Relieves stress • Promotes desire to nurture open space
Environmental education • Reduced need for government regulation • Awareness fosters positive change • Education promotes chain reaction among
peers
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Branding Process: Alignment
Based on Assessment, alignment of key features and benefits to target audience(s) MESSAGE STRATEGY
• Great schools = Safety, Future Opportunities, Quality of Life • Extensive social opportunities = Fun, Fitness/Health, Entertainment, Family, Quality of Life • Thriving business district = Stability, Infrastructure, Amenities
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Branding Process: Alignment
Based on Assessment, alignment of key features and benefits to target audience(s) BRAND ATTRIBUTES
The competencies which have made you successful
› Innovation
› Partnerships
› Involvement
› Technology
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Branding Process: Alignment
Based on Assessment, alignment of key features and benefits to target audience(s) BRAND PERSONALITY
The human characteristics of your brand
› Friendly
› Energetic
› Educated
› Adventurous
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Branding Process: Alignment
Based on Assessment, alignment of key features and benefits to target audience(s) BRAND PROMISE
Who we are and what we do
› Provide high-quality reliable services
› Family friendly community
› Engage with residence on personal level
› Business support and partnerships
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Branding Process: Brand Message
Articulate the core attributes into written, spoken and visual messages
Written/Spoken › Tagline › Position Statement › Mission Statement › Vision Statement
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Branding Process: Brand Message
Tagline › External Communication › Provides clarity to name/logo and core brand promise
› Short and to the point
IMRF Locally funded, financially sound.
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Branding Process: Brand Message
Positioning Statement › External version of Mission Statement › Explains three things to those outside your organization:
1. The market you serve 2. The unique benefit you provide to that market 3. A compelling reason to believe that claim.
IMRF Positioning Statement For public employees and employers who want supreme confidence that their retirement fund is secure, IMRF is the one pension fund that delivers defined benefits to Annuitants, peace of mind to Members, and assurance to Employers, because only IMRF is locally funded and financially sound.
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Branding Process: Brand Message
Mission Statement › Internal Communication › Unifies members of an organization behind a common objective
1. Employees
2. Board Members
3. Volunteers
4. Other Stakeholders
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Branding Process: Brand Message
Vision Statement › Internal Communication › What is the ultimate goal of the organization
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Branding Process: Implementation
Visual › Logo › Brand Style Guide › Marketing vehicle mix: Follow brand style guide
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Branding Process: Implementation
Marketing Mix
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Branding Process: Implementation
Define Marketing Mix › Budget › Time › Staff › Audience: May need to be segmented
1. Residence 2. Business 3. Visitors
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Branding Process: Management
Schedule of Tactics
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Branding Management
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Branding Process: Management
Ongoing › Full implementation might take time 6-12 month initial launch
› Address issues that damage brand early – Turn into positive
› Keep all involved to perpetuate buy-in › Branding is not owned by Marketing – It belongs to everyone.
› Implement | Review | Adjust | Repeat
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