JOHN MYBECK

Indiana Swimming

Building a Killer Brand: Practical Ideas to Implement Today

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John Mybeck Executive Director, Indiana Swimming

@INSwimming or @jmybeck

Welcome!

• Entering my second year with Indiana Swimming

• Previously spent 16 years in collegiate trademark licensing industry

• Worked with firm that represents over 580 colleges, universities and Conferences across all 50 states

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What is a brand?

The American Marketing Association defines a brand as “A name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers. The legal term for brand is trademark. A brand may identify one item, a family of items, or all items of that seller. If used for the firm as a whole, the preferred term is trade name.”

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How do I view my brand?

Questions to ask:

• Does logo identify who your team is and is it recognizable?

• Does logo appeal to kids age 6-18? Do they want to wear it?

• Is the use of our logo consistent or do we use multiple different marks?

• Do I have my logo in a vector format that can be easily used in different applications?

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How strong is my brand?

• Strong brands are readily identifiable and can generate a sense of attachment from consumers

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How strong is my brand?

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Is it time to “freshen up” my brand?

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Is it time to “freshen up” my brand?

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Is it time to “freshen up” my brand?

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Am I consistent with my brand?

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Am I consistent with my brand?

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TEAM INDIANA – Branding for the Next Quad

Re-Branding considerations• Don’t change logo just for the sake of change, take into consideration history of

brand• Appeal to your target demographic (cool logo + good kids = popular club)• Make sure logo can be replicated in embroidery and screen printing.• Know your PMS colors = consistency in reproduction• Make sure logo usage is consistent – develop phase out plan• Focus groups – athletes, parents, coaches (keep small)• “Work For Hire” – make sure designer signs over rights to mark after they are

contracted to create for you• Consider trademarking logo with State Attorney General’s office

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Questions?

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John MybeckExecutive Director, Indiana Swimmingjohn@inswimming.org(317) 237-5780 office(317) 341-2371 cell