branding bootcamp: developing an authentic brand that connects with your customers
TRANSCRIPT
The Combine • April 7, 2016 • Branding BootcampThe Combine • April 7, 2016
2The Combine • April 7, 2016 • Branding Bootcamp
LAWSON FOUNDATIONTHE
The Lawson Foundation | Logo Design | 4-24-15 | Version 1a
Professional Care by Caring Professionals.
FOOD
ENVIRONMENT HEALTH/WELLNESS ARTS/CULTURE
COMMUNITYFOUNDATIONS EDUCATION
3The Combine • April 7, 2016 • Branding Bootcamp
4The Combine • April 7, 2016 • Branding Bootcamp
5
Brand Awareness Quiz
The Combine • April 7, 2016 • Branding Bootcamp
6
Brand Awareness Quiz (1)
What is a brand?
The Combine • April 7, 2016 • Branding Bootcamp
7
Brand Awareness Quiz (2)
Have you determined your brand values?
The Combine • April 7, 2016 • Branding Bootcamp
YES NO
8
Brand Awareness Quiz (3)
Are you clear on the personality of your brand?
The Combine • April 7, 2016 • Branding Bootcamp
YES NO
9
Brand Awareness Quiz (4)
Have you ever asked your customers about their
perception of your brand?
YES NO
The Combine • April 7, 2016 • Branding Bootcamp
10
Brand Awareness Quiz (5)
Have you analyzed your competitors' brands?
YES NO
The Combine • April 7, 2016 • Branding Bootcamp
11
Brand Awareness Quiz (6)
Do you know what differentiates your brand from the competition?
YES NO
The Combine • April 7, 2016 • Branding Bootcamp
12
Brand Awareness Quiz (7)
Is your brand the leader in its category?
YES NO
The Combine • April 7, 2016 • Branding Bootcamp
13
Brand Awareness Quiz (8)
Does your company have an annual marketing budget?
YES NO
The Combine • April 7, 2016 • Branding Bootcamp
14
Brand Awareness Quiz (9)
Is your brand the first in anything?
YES NO
The Combine • April 7, 2016 • Branding Bootcamp
15
Brand Awareness Quiz (10)
Are you clear on the results your customers get from the
value you provide?
YES NO
The Combine • April 7, 2016 • Branding Bootcamp
16
Brand Awareness Quiz (11)
Do you know the colors of your competitors’ brand palette?
YES NO
The Combine • April 7, 2016 • Branding Bootcamp
17
Brand Awareness Quiz (12)
Do you know the colors of your brand palette?
YES NO
The Combine • April 7, 2016 • Branding Bootcamp
18
Brand Awareness Quiz (13)
Do most of your sales come from things other than the
lowest price?
YES NO
The Combine • April 7, 2016 • Branding Bootcamp
19
Brand Awareness Quiz (14)
Are your internal communications effective?
YES NO
The Combine • April 7, 2016 • Branding Bootcamp
20
Brand Awareness Quiz (15)
Have you ever surveyed your employees?
YES NO
The Combine • April 7, 2016 • Branding Bootcamp
21
Brand Awareness Quiz (16)
Have you ever surveyed your customers?
YES NO
The Combine • April 7, 2016 • Branding Bootcamp
22
Brand Awareness Quiz (17)
Have you ever surveyed your suppliers?
YES NO
The Combine • April 7, 2016 • Branding Bootcamp
23
Brand Awareness Quiz (18)
Is your brand logo consistent on your signs, business cards
and marketing?
YES NO
The Combine • April 7, 2016 • Branding Bootcamp
24
Brand Awareness Quiz (19)
Do people rave about your company?
YES NO
The Combine • April 7, 2016 • Branding Bootcamp
25
Brand Awareness Quiz (20)
Do you know who your ideal customer is?
YES NO
The Combine • April 7, 2016 • Branding Bootcamp
26
Brand Awareness Quiz (21)
Does your entire staff know your brand story?
YES NO
The Combine • April 7, 2016 • Branding Bootcamp
27
Brand Awareness Quiz (22)
Have you ever done an internal brand audit?
YES NO
The Combine • April 7, 2016 • Branding Bootcamp
28
Brand Awareness Quiz (23)
Does your company have a graphic standards manual?
YES NO
The Combine • April 7, 2016 • Branding Bootcamp
29
Brand Awareness Quiz (24)
Is your brand powerful enough to attract a buyer of your company?
YES NO
The Combine • April 7, 2016 • Branding Bootcamp
30
Brand Awareness Quiz (25)
Do your customers perceive your brand as larger than it really is?
YES NO
The Combine • April 7, 2016 • Branding Bootcamp
31
Brand Awareness Quiz
The Combine • April 7, 2016 • Branding Bootcamp
Uh, starting with a clean slate?
You're in the right place.
Not bad...
Great! You know who you are!
What are you doing in this session?
0-5
5-10
10-15
15-20
20-25
32
Be authentically YOU
The Combine • April 7, 2016 • Branding Bootcamp
33
Be authentically YOU
The Combine • April 7, 2016 • Branding Bootcamp
34
Be authentically YOU
The Combine • April 7, 2016 • Branding Bootcamp
35
Big brands make bigger brain waves
The Combine • April 7, 2016 • Branding Bootcamp
36
What a strong brand can help you do
The Combine • April 7, 2016 • Branding Bootcamp
Stand out in the marketplace1
3
2 Create raving fans
Demand premium prices
37
What is a brand?
The Combine • April 7, 2016 • Branding Bootcamp
"…in the truest sense, the synonym for brand is ‘reputation.’ It’s the power of a blend of ideas, a sense of identity, and it helps consumers make decisions in a crowded marketplace."
— Robert Friedman, fearlessbranding.com
38
Touchpoints
The Combine • April 7, 2016 • Branding Bootcamp
LogoExhibits
Radio Spot
Voicemail Message
Email Signature
Customer Service
Tradeshow Booth
Facility Appearance
Yard sign
Brochure
Ads
Packaging
PostersPostcard
Speeches
Blog
Social Media
Business Card
Promotional Fliers
Signage
Website
Brand
39The Combine • April 7, 2016 • Branding Bootcamp
What makes branding work?
40The Combine • April 7, 2016 • Branding Bootcamp
What makes branding work?
41The Combine • April 7, 2016 • Branding Bootcamp
What makes branding work?
42The Combine • April 7, 2016 • Branding Bootcamp
Logos get their power from the brand
The Combine • April 7, 2016 • Branding Bootcamp
Brands get their power from values
BRAND
VALUESARROW 1
ARROW 2
43
44
Hollow brands
The Combine • April 7, 2016 • Branding Bootcamp
Communication
Respect
Integrity
45
Brand values
The Combine • April 7, 2016 • Branding Bootcamp
46
ROI
The Combine • April 7, 2016 • Branding Bootcamp
47
Pre-branding worksheet
The Combine • April 7, 2016 • Branding Bootcamp
Pre-Branding WorksheetThe purpose of this "quiz" is to gauge and document your current branding and marketing situation, and give us a yardstick by which to measure how much we were able to move the bar after our work together is done. This list will be very important in helping us decide your marketing and branding priorities.
Which of the points below relate to you or your organization now, at this point in time? Check the items below that apply to you:
❏ I am under a lot of pressure to produce or perform well in the marketplace/the public eye❏ I have a lot of things on my plate, with many products, programs or services to promote❏ I have a limited budget with which to do it
❏ My customers/clients/other audiences may be confused about what my brand represents❏ My own staff may be confused internally about what my brand represents❏ I'm not happy with the reputation my organization has in the public eye❏ I have some negative aspects to my reputation in the community❏ I have no discernable reputation in the community
❏ I'm competing on price when it isn’t appropriate for my product/program/service to be judged on price
❏ I’ve produced marketing materials and campaigns, either internally or with a firm/designer, that looked great but didn’t increase my bottom line or ROI (Return on Investment)
❏ My tagline or marketing message makes people’s eyes glaze over. It’s confusing and doesn’t help my sales, profitability, or visibility.
❏ I find it difficult to verbalize what really makes my organization different from the competi-tion, or other organizations like mine
❏ My organization's success rests on the marketing decisions I make
[email protected] 212-721-9764
www.stonesoupcreative.com
48
You can't not brand...
The Combine • April 7, 2016 • Branding Bootcamp
"Branding the organization is inevitable…
Simply by virtue of existing and interaction
with others, the organization is branding itself.
Therefore, branding is going to happen
whether the process is managed or not.
The choice is only whether to approach the
brand proactively, or ignore and deny it and
hope that the issue goes away."
— Dannielle Blumenthal, Ph.D., Blumenthal on Branding
49
The opportunity is there
+
The Combine • April 7, 2016 • Branding Bootcamp
50
How people buy
The Combine • April 7, 2016 • Branding Bootcamp
51
The African Food Shortage Crisis (A)
The Combine • April 7, 2016 • Branding Bootcamp
Food shortages in Malawi are affecting more than three
million children. In Zambia, severe rainfall deficits have
resulted in a 42% drop in maize production from 2000.
As a result, an estimated three million Zambians face hunger.
Four million Angolans — one-third of the population — have
been forced to flee their homes. More than 11 million people
in Ethiopia need immediate food assistance.
52
The African Food Shortage Crisis (B)
The Combine • April 7, 2016 • Branding Bootcamp
Any money that you donate will go to Rokia, a seven-year-old
girl who lives in Mali in Africa. Rokia is desperately poor and
faces a threat of severe hunger, even starvation. Her life will
be changed for the better as a result of your financial gift.
With your support, and the support of other caring spon-
sors, our organization will work with Rokia's family and other
members of the community to help feed and educate her,
and provide her with basic medical care.
53
Logic vs. emotion (C)
The Combine • April 7, 2016 • Branding Bootcamp
The O'Day Studioclasses and private sessions with Jane Gamble and Julie O'Day.
Located at 1650 Kendale Blvd., Suite 115
Opening July 1st.
-
email [email protected] go to www.cehealing.com (517) 862-2451
GYROTONIC and GYROKINESIS are registered trademarks of Gyrotonic Sales Corp and are used with permission.
GYROTONIC GYROKINESIS
54
Logic vs. emotion (D)
The Combine • April 7, 2016 • Branding Bootcamp
1
2
3
4
5
6
55
The process
The Combine • April 7, 2016 • Branding Bootcamp
•A BRANDING TEAM is selected
•BRAND VALUES & PERSONALITY determined
•IDEAL AUDIENCE defined
•Internal BRAND MESSAGE agreed upon
•BRAND POSITION crystalized
•VALIDATION RESEARCH conducted
•VISUAL MOOD developed
•COLOR ANALYSIS executed
•INTERNAL AUDIT developed
•STANDARDS MANUAL delivered
56
O'Day Studios case study
The Combine • April 7, 2016 • Branding Bootcamp
57
O'Day Studios case study - the situation
The Combine • April 7, 2016 • Branding Bootcamp
"Gyrotonic Training is the main tool that we use and it’s what we “sell” to the public. It is a format for body mechanics retraining, based in strength and flexibility work like yoga and pilates, but with some qualitative differences. We have roughly 35 regular students who come every week. What I know about them is that they LOVE us. They are an amazing, loyal, appreciative bunch that keeps all of us trainers inspired to grow the studio more. But getting someone TO the studio in the first place? Touuuuuugh…"
58
O'Day Studios case study - the need
The Combine • April 7, 2016 • Branding Bootcamp
"What I need most is help refining what my product is so I can do a better job of marketing it. I would like to build the repu-tation of the studio on the outcomes of the students rather than the tool we use to get there. And I may not adequately understand how my students are seeing it."
59
O'Day Studios case study - the need
The Combine • April 7, 2016 • Branding Bootcamp
"OH GOD YES"
I find it difficult to verbalize what really
makes my organization different from
the competition
60
O'Day Studios case study - Baseline Brainstorming
The Combine • April 7, 2016 • Branding Bootcamp
• What's in it for us to develop an authentic
brand for our organization?
• What's in it for me??
• Current Perceptions: How do I think the
organization is perceived, internally and
externally, at this moment?
• Desired Perceptions: How would I like the
organization to be perceived by our
people and our target audiences?
• Masterful
• Educational
• Profitable
• Authentic
• Humanistic
•Hardtofind
•Expensive
•Elitist
•Confusing
61
O'Day Studios case study - Values & Personality
The Combine • April 7, 2016 • Branding Bootcamp
Brand Values
• INTEGRITY
• NURTURING
• MENTORING
• VITALITY
Brand Personality
• GENUINE
• WARM
• CREATIVE
• PASSIONATE
62
O'Day Studios case study - Ideal Customer
The Combine • April 7, 2016 • Branding Bootcamp
63
O'Day Studios case study - Brand Message
The Combine • April 7, 2016 • Branding Bootcamp
Brand Message
O'Day Studios teaches healthy movement and body awareness in a fun, playful and safe setting using GYROTONIC and GYROKINESIS exercises. We foster conversation with our students about movement, posture habits, and preventative habits.
64
O'Day Studios case study - Brand Positioning
The Combine • April 7, 2016 • Branding Bootcamp
“Supplying a reason to buy in the minds of your customers”
65
O'Day Studios case study - Brand Positioning
The Combine • April 7, 2016 • Branding Bootcamp
Positioning Statement
O’Day Studios’ specialty in GYROTONIC training in East Lansing makes us the leader in helping people achieve strength, flexibility and freedom from pain.
66
O'Day Studios case study - Competitive Analysis
The Combine • April 7, 2016 • Branding Bootcamp
67
O'Day Studios case study - Validation Research
The Combine • April 7, 2016 • Branding Bootcamp
“Who does what? What are all the services? I know Julie does mas-sage but is it under the umbrella of ODS? I don’t know who everyone is and what they do. Other services aren’t being pushed on me, which is good, but on the other hand, I’d like to know."
“They're committed, honest, and each of them is interested in MY well-being, they're not just in it for themselves. They do it because they love it and they care about the people they work with.”
68
O'Day Studios case study - Color Analysis
The Combine • April 7, 2016 • Branding Bootcamp
69
O'Day Studios case study - Color Meaning Table
The Combine • April 7, 2016 • Branding Bootcamp
70
O'Day Studios case study - Internal Audit (1)
The Combine • April 7, 2016 • Branding Bootcamp
1650 Kendale Blvd, Suite 115 l East Lansing, MI 48823 odaystudios.com l [email protected]
O’Day StudiosMove Well. Be Well.
GYROTONIC® TRAININGBreathe deeper. Stand taller. Be stronger.
It’s pain-free living as a lifestyle.
Call today for your private introduction to one of the most transformative exercise programs available. To learn more, visit our website at www.odaystudios.com.
The O’Day Studio is a dedicated GYROTONIC® and GYROKINESIS® training space. We offer private and small group instruction in GYROKINESIS® as well as private lessons and duets in the GYROTONIC® Pulley Tower. Our team of certified trainers is committed to high-quality teaching with an emphasis on personalized attention.
What is GYROTONIC® and GYROKINESIS® Training?
It is fluid, spiraling movement synchronized with the breath. Gain balanced strength and flexibility with this dynamic, whole-body exercise experience. It’s a gentle way to recondition stiff, painful joints and muscles, a fun workout for the already active and healthy, and endurance training for athletes.
Is it for you?
Yes! Especially if:
• you are healing from an injury or illness and want to be active again
• you have a history of sedentary living and need to get moving
• you have noticed a loss of range-of-motion with age
• you are an athlete whose performance is suffering from loss of joint mobility and muscle strength
• you are fit, healthy and just want to try something new!
Be A Better Golfer
We specialize in working with golfers! GYROTONIC® training provides the stability for proper alignment when addressing the ball as well as the strength and flexibility to maximize back-swing, downswing and follow-through. Golf students will play more consistently, hit the ball farther with more accuracy and avoid injury.
O’Day Studio, 1650 Kendale Blvd., Suite 115, East Lansing, MI 48823(517) 351-3600 • odaymovement.com • [email protected]
The O’Day StudioGYROTONIC® and GYROKINESIS® Training
71
O'Day Studios case study - Internal Audit (2)
The Combine • April 7, 2016 • Branding Bootcamp
72
O'Day Studios case study - Standards Manual
The Combine • April 7, 2016 • Branding Bootcamp
73
Branding - what it takes
The Combine • April 7, 2016 • Branding Bootcamp
• A strong conviction of the organization’s products
and services
• An honest look at the organization's values
• A commitment from decision makers to get involved
• A willingness to throw out old habits and start from
scratch
74
Branding - why it works
The Combine • April 7, 2016 • Branding Bootcamp
• Internally: decision-makers agree
• Externally: the brand is authentic, based on truth,
not fads or “great design”
• Your audience can connect with the values of
the brand
• The message has strength and depth, it will stand the
test of time
75
To sum it all up...
The Combine • April 7, 2016 • Branding Bootcamp
• Branding isn't mysterious
• You can’t not brand
• Taking control puts you in charge
• Uncovering your values and personality will help to develop an authentic brand
76The Combine • April 7, 2016 • Branding Bootcamp