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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