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Understanding Your Brand Name

What is a brand?

- familiar: we immediately recognize the brand

- preferable: give a choice we select the brand

- dependable: we trust products using the brand

- valued: we willing pay more for the brand

- extendable: we buy new products under the

brand name

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Rejection

Non-Recognition

Association/

Recognition

Preference

Insistence

Levels of Brand

Familiarity

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People have brand names as well. You are known for certain things

and not known for other things. From the day someone first hears

about your community, you are establishing a brand name. What is

your brand name?

____________________________________________________

____________________________________________________

The more you understand your brand name, the more

successful your community

Your

perception

Others

perceptions

Others

perceptions

No understanding Good understanding

Your

perception

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Brands allow or preclude you from succeeding and

getting credit for what you do

Brand name What it implies within your

community

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- Whats your niche?

- Is this the right time, right place, right audience?

- Complete a SWOT analysis

Creating Citizen Value

Marketing Your Value

Distinguish your idea

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Marketing Your Value

Strengths: What makes this idea especially good?

Creating Citizen Value

Weaknesses: What are theproblems with the idea?

Opportunities: What are the advantages of the idea?

Threats: What is wrong with the status quo? Why now?

SWOT

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Understanding Your Community

StrengthsStrengths Weaknesses

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Create A Need

Have A Plan

Show Benefits

What HappensIf We Dont Adopt

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Do a competitor analysis

Creating Citizen Value

Marketing Your Value

Who are our competitors?

Other governmental units?

_________________________________________

_________________________________________

_________________________________________

Non-governmental units?

_________________________________________

_________________________________________

_________________________________________

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Creating Citizen Value

Marketing Your Value

- How is what you offerdifferent fromwhat others offer?

- What are the advantages and

disadvantages of various alternatives?

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Because of _______ you can _______ which

means ________

Creating Citizen Value

Features are different from benefits

Marketing Your Value

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- Labels become the shorthand for your idea

- Get people to use your label

Creating Citizen Value

Labeling is a key skill

Marketing Your Value

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Creating Citizen Value

Create an image

Marketing Your Value

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- Who is your audience?

- What matters to your audience about the idea?

- Always remember the key concern:

Creating Citizen Value

Stay centered on youraudience

Whats in it for me?

Marketing Your Value

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Match YourProposal to Decision-Makers Needs and Wants

Community Reputation

Personal Financial Issues

Efficiency IndividualStatus/Power

Relationship Enhancement

Productivity Safety/Security

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Abasic maxim:

Creating Citizen Value

Marketing Your Value

People seekrewards and avoidpunishments.

Find things in your idea that offerpleasure to

others or allow them to avoidpain.

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Leverage support

Creating Citizen Value

Marketing Your Value

- Whom do your ideas depend upon?

(yourdependencies)

- whose cooperation do you need?

- whose compliance do you need?- what opposition would stop me?

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- How can I leverage these people?

Creating Citizen Value

Marketing Your Value

- what would make them want to offer support?

- what sorts ofpowerdo I have over them?

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- Am I credible?

Creating Citizen Value

Marketing Your Value

- credibility = (trust X influence)

- trust = (character X competence)

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Create demand

Creating Citizen Value

Marketing Your Value

Y

ou always have a choice:push vs.pull

push: you convince them they need it

pull: they believe they need it so they seek it out

What do the booksellers of the 1920s, the grocery

business of the 1930s and Arm & Hammer baking

soda have in common?

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Seek out interests that underlie positions

Oftentimes when people say they want

something, when they complain about

something or someone, when they get

argumentative, there are underlying reasons

for what they are saying. These are their

Interests. Smart people focus on the

interests of others rather than their explicit

positions

Creating Citizen Value

Marketing Your Value

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Position Possible Interests

I want a raise

You are absolutelywrong

Why dont you listen

to me?

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- Principle of alternatives

- Principle of effort

- Principle of rewards

- Principle of publicness- Principle of activity

- Principle of competency

Creating Citizen Value

Marketing Your Value

Build A Sense of Ownership in Government