How to Get

Dannielle Blumenthal, Ph.D. June 2015. Opinions my own.

Your Brand Together

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What Is A Brand?

Legal Term“A name and/or a symbol that uniquely identifies a seller's goods or services”

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Noun and Verb

• Brand (noun) = The name and/or symbol of the organization, product, service, experience, place or person.

• Branding (verb) = Actions undertaken to add value to the brand for the purpose of enhancing its value.

Success = Desired Perception

Feedback InActivity Out

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Effectiveness & Efficiency

• Help the public understand what you do

• Target audience effectively

• Avoid confusion, duplication, wasted $$$

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Strong Brands Have “Equity” – Name Power

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Strong Brands Choose Their Identities Carefully

There are no “good” or “bad” choices in brand architecture. There are only options, based on the

desired outcome.

How Do You Know Which Way To Go?

Option A:Unified

Option B:Endorsed

Option C:Individualized

Desired Result Concentrated Results

Force Multiplier Local Impact

Why This Works

Drive greater awareness of the overarching effort among the public

Drive greater awareness of one piece and its connection to the overarching effort

Drive greater awareness of the individual pieces

Audience Dictates Strategy

Remember “Three C’s”

Consistency Culture Content Also Known As

SOPs “Way of Life” Editorial/Photo

What It Means

Doing things pretty much the same way, over and over again, in a predictable way

Shared values and behaviors, sometimes represented by rituals, slogans and symbols.

Spoken and written communication

Functional Workplace Unique Culture Consistent

Practices Communication

And Take It From The “Inside-Out”

The Best Brand In The World