united way communications training - des moines, iowa june 13 2012

Brand Identity

What’s our brand?

What’s our brand?

A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another. If the consumer (whether it’s a business, a buyer, a voter or a donor) doesn’t pay a premium, make a selection or spread the word, then no brand value exists for that consumer. A brand's value is merely the sum total of how much extra people will pay, or how often they choose, the expectations, memories, stories and relationships of one brand over the alternatives. – Seth Godin

Brand do’s and don’ts

• Lots of rules… find them at UnitedWayofEastCentralIowa.org/marketing

• The basics: – Don’t change the logo!– Don’t change LIVE UNITED

What are your taglines?

Some Consumer Feedback

• GIVE, ADVOCATE, VOLUNTEER – Pushy!• LIVE UNITED - ??

Tagline Options

• Use them• Don’t use them• Secondarily only

Taglines in Cedar Rapids

Taglines

• Apple’s tagline?

• Think different.• The power to be your best.• Think outside the box.

Taglines

• Bank of America?

• Higher standards.

Taglines

• McDonald’s?

• Did somebody say McDonald’s?

• Find more at: http://www.taglineguru.com/

“Taglines”

How the Brand Ties to Our Business Model

Brand promise

“A brand's value is merely the sum total of how much extra people will pay, or how often they choose, the expectations, memories, stories and relationships of one brand over the alternatives.” - Godin

Building a brand (History)

• TV ads• Other traditional ads

• Today? Look at my socks!

Brand promises

Shout out first thing that comes to mind!

What do you want people to shout out for us?

Is that what they say?

Your brand sells your product

• Who owns an Android phone?• Who owns an iPhone?• Would you buy the other?

What do we sell?

Community impact

How do you sell that?

Marketing your brand!

• How many in your marketing department?• Learn how to market all the time!

Your elevator speech

• In 20-30 seconds describe what your United Way does!

• Share at table!

Lunch

Yay! See ya at 1!

Basics of a story!

• You want to talk about it!• Elements to cover: Big picture, emotion,

expert! (Remember what we are selling)• Channels!

Explain our work!

Explain our work!

Explain our work!

Tell stories

• Small group exercise:– Share stories!– What are the elements?– How to share the story?

• Report back

Tell stories

Website

Social Network B

Social Network C

Print materials

Social Network A

Press releases

Other

How to reach people?

• Be out there!• Transparency• Tell stories• Be known for what you are!

Questions? Stay in touch!

• ctrappe@uweci.org• Twitter.com/ctrappe• Facebook.com/ctrappe• 319-804-9853