I ndigo Partners Branding www.IndigoHQ.com
Why branding? “ Strong brands do not belong to corporations, but to people ” – Mark Gobe, Author of Emotional Branding They: • Create a sense of “ ownership ” for those who use and love them • Build upon personal identity, aspirations • Utilize innovation to drive or support the brand • Have a unique visual and verbal identity 2
Why is branding important? • Creates a perception of lasting value – Product/service is worth more $$ – Less discounting required • Creates customer loyalty – Additional purchases – Brand evangelists – Higher memorability • Builds brand equity for long term sustainability 3
Characteristics of great brands • Have a targeted consistent message • “ Do Less Better ” – focus goals and execution within capabilities • Demonstrate differentiation • Exhibit patience • Set clear expectations, and deliver -- over and over 4
Brand Development: The Architecture Mission/Vision/Values Organization ’ s fundamental reason for existence The perpetual guiding star on the horizon Brand Story Brand Elements : Functional and emotional benefits; personality; credibility Value Proposition: Essence of the brand -- unique and valued aspects Brand Position: Positioning Statement, Tagline, Key Messages Implementation Fund-Raising Marketing Company Partnerships Customer Experience PR/Advertising Co-Marketing Employees Website Collateral Financials Programs 5
What is a Mission Statement? • A compelling statement that provides emotional and intellectual energy for staff, volunteers and donors • It should be differentiated from other fund-raising organizations • It should be focused on making a real difference in the lives of stakeholders Example: TheatreWorks is committed to being one of America ’ s outstanding professional theatres. Our work celebrates the human spirit through innovative productions and programs inspired by our exceptionally diverse community. 6
What is a Vision? • It can be longer than the mission statement • It must paint a picture of how we see the world evolving • It must show how we make an impact • It should give our partners some sense of long-term expectations • It should give our stakeholders assurance that we will be around years from now to support them with innovative and useful services 7
What are our Values? • Our stakeholders want to know if our brand image, philosophy and ethics are in sync with their own Example: Jonathan Example: Target Adler Pottery • Corporate Responsibility • We believe that your home should make you happy. • 5% giving • We believe that when it comes • Protecting the Environment to decorating, the wife is • LEED: Building Green always right. Unless the husband is gay. • We believe minimalism is a bummer. 8
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