Branding 101Branding 101“Branding is More than a Pretty Logo “Branding is More than a Pretty Logo

and Catchy Tagline” and Catchy Tagline”

Developed by Developed by

Steven Grant, APRSteven Grant, APR

Manager, Branding and Manager, Branding and

Message Development, NEAMessage Development, NEA

Presented by Kathy Rallings

NODD Specialist, CTA

A) A mark or seal placed on goods or A) A mark or seal placed on goods or services to represent authenticity?services to represent authenticity?

What is the definition of branding?

From furniture to fashion

Branding 101Branding 101

B) The searing of flesh with a hot iron to B) The searing of flesh with a hot iron to produce an easy to recognize scar or produce an easy to recognize scar or “symbol” to claim ownership? “symbol” to claim ownership?

What is the definition of branding?

Branding 101Branding 101

My cow, not yours

C) A corporate or organizational logo C) A corporate or organizational logo or mark.or mark.

Branding 101Branding 101

From fast food to teacher unions

What is the definition of branding?

Most people are referring to Most people are referring to “brand identity” (logo) when they “brand identity” (logo) when they use the term “branding.” use the term “branding.”

The brand identity is only one of The brand identity is only one of six dimensions to a complete six dimensions to a complete branding program.branding program.

Brand management involves more Brand management involves more than policing the logo or tagline.than policing the logo or tagline.

““Brands” vs. “Branding”Brands” vs. “Branding”

More than just a pretty logoMore than just a pretty logoThe Total Brand vs. Brand IdentityThe Total Brand vs. Brand Identity

Brand IdentityBrand Identity includes brand includes brandnames, logos, positioning, brand names, logos, positioning, brand associations, and brand associations, and brand personality.personality.

Branding…involves a lot more…Branding…involves a lot more…

““A mixture of tangible and intangible A mixture of tangible and intangible attributes, attributes, symbolized in a trademarksymbolized in a trademark which, if properly managed, creates which, if properly managed, creates influence and generates value.”influence and generates value.”

Future of Brands: Twenty Five Visions, 2000Future of Brands: Twenty Five Visions, 2000

Branding: What is it now? Branding: What is it now?

How a customer How a customer feelsfeels about your about your product. product.

PromisesPromises, , unwritten contractsunwritten contracts between organizations and the between organizations and the customers they serve.customers they serve.

All of the All of the thoughts, associations and thoughts, associations and expectationsexpectations a customer experiences a customer experiences when exposed to an organization’s when exposed to an organization’s name, trademark, products or name, trademark, products or symbols.symbols.

Branding: What is it now? Branding: What is it now?

• The difference between products and brands The difference between products and brands is:is:

• People use products (and services)People use products (and services)• Products serve a functional purposeProducts serve a functional purpose

• They have a relationship with brandsThey have a relationship with brands• Brands serve an emotional/psychological Brands serve an emotional/psychological

purposepurpose• Brands makeBrands make promises promises (unwritten contracts) (unwritten contracts) between organizations and the customers they between organizations and the customers they serve.serve.

ProductsProducts do notdo not = = brandsbrands

Three Important Phases to the Three Important Phases to the Branding CycleBranding Cycle

Brand launch, brand Brand launch, brand building, and building, and

communication communication management over management over

timetime

Brand ResearchBrand ResearchBrand Messaging Development, Brand Messaging Development, Testing, Delivery and DisciplineTesting, Delivery and Discipline

Brand Identity and Brand Identity and Brand ID Standards Brand ID Standards and Developmentand Development

Brands have reputations. People use products.People use products.

Consumers are increasingly making Consumers are increasingly making choices based on the total reputation of choices based on the total reputation of an organization...how it relates to its an organization...how it relates to its customers, its employees, communities customers, its employees, communities and shareholders.and shareholders.

ProductsProducts do notdo not = = brandsbrands

Branding doesn’t replace Branding doesn’t replace anything else that we do…anything else that we do…

BrandingBranding makes everything we makes everything wedo more effective. do more effective.

Branding is about managing the Branding is about managing the “touch points” where Missouri “touch points” where Missouri NEA/NEA communicates with its NEA/NEA communicates with its customers and key constituencies. customers and key constituencies.

A 360A 3600 0

brand is the totality of what a brand is the totality of what a customer experiences when coming customer experiences when coming into contact with a product or into contact with a product or service.service.

Think 360 DegreeThink 360 Degree

3600

The NEA 360° BrandThe NEA 360° Brand

Products, Programs,

and Services

Goodwill (influencers & community)

Visual and Verbal

Membership Organizing and Leadership

External Image and Reputation

Members, Subscribers, Customers

Individuals “touch” NEA at points around the Individuals “touch” NEA at points around the circlecircle

Ask key questions within each Ask key questions within each dimension (slice of pie)dimension (slice of pie)

Anticipate every encounter or touch Anticipate every encounter or touch point a customer has with the brandpoint a customer has with the brand

For each touch point, identify the For each touch point, identify the communication vehicle or settingcommunication vehicle or setting

Proactively manage the touch points Proactively manage the touch points while looking for the “emotional while looking for the “emotional triggers” triggers”

How do we find our 360How do we find our 360 Degree Degree Brand? Where do we start?Brand? Where do we start?

Ask Your Brand These Ask Your Brand These Six Key QuestionsSix Key Questions

Image and ReputationImage and Reputation Does it have a strong and engaging image and reputation?Does it have a strong and engaging image and reputation?

Membership Organization and LeadershipMembership Organization and Leadership How well is it defined and supported throughout the How well is it defined and supported throughout the

organization and leadership structure?organization and leadership structure? Visual and VerbalVisual and Verbal

Does it have a clear, consistent and differentiated visual Does it have a clear, consistent and differentiated visual presence? Do keywords and message support brand ID?presence? Do keywords and message support brand ID?

GoodwillGoodwill Does it have goodwill of the influencers and communities in Does it have goodwill of the influencers and communities in

which it thrives?which it thrives? Product, Services, and BenefitsProduct, Services, and Benefits

How does product performance, price and other attributes How does product performance, price and other attributes support your brand? How are your products rated? support your brand? How are your products rated?

Members, Customers, SubscribersMembers, Customers, Subscribers How strong is the brand’s customer service? Any customer How strong is the brand’s customer service? Any customer

relationship management? Or strategy?relationship management? Or strategy?

““Successful brands are Successful brands are those that build bonds with those that build bonds with their consumers.”their consumers.”

-David Ogilvy-David Ogilvy

When Is A Brand Bonded?When Is A Brand Bonded?

When Consumers:When Consumers:

Always purchase the brandAlways purchase the brand

Are not influenced by price Are not influenced by price comparison, salescomparison, sales

Are not looking at 2-3 favorites in the Are not looking at 2-3 favorites in the same categorysame category

Recommend it to friendsRecommend it to friends

Have a connection to the brand that Have a connection to the brand that goes beyond the product functiongoes beyond the product function

Presence Active familiarity based on past trial, saliency or knowledge of brand promise

Successful Brands Make it to the Top of the Pyramid

PerformanceFelt to deliver acceptable product performance. And is on the consumer’s short-list.

Relevance Relevant to consumer’s needs, in the right price range or in consideration set.

Advantage Felt to have an emotional, rational, status or saliency based advantage

Brand BondingRational and emotional attachments to the brand to the exclusion of most other brands. They are likely to be advocates of the brand.

When is the When is the NEA Brand Bonded?NEA Brand Bonded?

When Members:When Members:Always renew their membership.Always renew their membership.

Are not influenced by price comparison or sales Are not influenced by price comparison or sales tactics from NEA “competitors.” tactics from NEA “competitors.”

Are not looking at 2-3 education organization Are not looking at 2-3 education organization “favorites.” “favorites.”

Recommend it to friends…new teachers and Recommend it to friends…new teachers and new ESPs. new ESPs.

Have a connection to the brand that goes Have a connection to the brand that goes beyond NEA products and services. They’re beyond NEA products and services. They’re committed to the organization’s goals. committed to the organization’s goals.

Proudly engage and display the brand. Proudly engage and display the brand.

It costs 4-6 times more to win It costs 4-6 times more to win a new customer (or member) a new customer (or member) as it does to retain a current as it does to retain a current customer. customer.

Building brand loyalty reduces Building brand loyalty reduces marketing costs and increases marketing costs and increases profits. profits.

Value of Brand BondingValue of Brand Bonding

Who are our BONDED Who are our BONDED members?…and what do members?…and what do

we know about them? we know about them? Can the NEA brand Can the NEA brand

“bond” in the same way “bond” in the same way with our newer, younger with our newer, younger

members??? members???

Long-term commitment. Long-term commitment. Strong management Strong management (People, time, (People, time,

money) money) support and buy-in from the support and buy-in from the top.top.

Integrated, Coordinated, Celebrated. Integrated, Coordinated, Celebrated. Continuous cycle or living “system” Continuous cycle or living “system”

(Consumer) Research based (formal (Consumer) Research based (formal and informal).and informal).

Message driven. Message driven.

Six Key Attributes of a Six Key Attributes of a Successful Branding ProgramSuccessful Branding Program

(and where most fail)(and where most fail)