I ndigo Partners Branding www.IndigoHQ.com Why branding? Strong - - PowerPoint PPT Presentation

www.IndigoHQ.com

I ndigo Partners

Branding

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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

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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

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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

Brand Development: The Architecture

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Brand Story Implementation Mission/Vision/Values

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

Marketing

PR/Advertising Collateral Programs

Partnerships

Co-Marketing

Company

Employees Financials

Fund-Raising

Customer Experience Website Organization’s fundamental reason for existence The perpetual guiding star on the horizon

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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

• utstanding professional theatres. Our work celebrates the

human spirit through innovative productions and programs inspired by our exceptionally diverse community.

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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

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What are our Values?

• Our stakeholders want to know if our brand image, philosophy

and ethics are in sync with their own

• Corporate Responsibility
• 5% giving
• Protecting the Environment
• LEED: Building Green
• We believe that your home

should make you happy.

• We believe that when it comes

to decorating, the wife is always right. Unless the husband is gay.

• We believe minimalism is a

bummer.

Example: Jonathan Adler Pottery Example: Target