Liberty Square Group

4 Liberty Square

5th Floor

Boston, Massachusetts 02109

www.libertysquaregroup.com

Marketing and Branding

What is a brand?

What is a brand?

• What people think of when they hear your name.

• “the intangible sum of a product’s attributes” –

David Ogilvy

• Something that exists only in someone’s mind.

Creating a brand

• Not simply designing logo, launching campaign

• Everyday messaging can help create a brand

• But only if messaging is strong, consistent, targeted

To create an effective brand

• You need to know your audience

• Who are you trying to reach?

• How do they receive information?

• You need to know your purpose

• What do you want them to know?

• Why should they care?

• You need to understand the evolution of

communication

Finding your audience

• Who are your audiences at CHNA?

• General public

• Families

• Schools

• Hard to reach populations

• Government

• Local administrators

• Policy makers

• Media

• Local newspapers

• Social media?

• Others?

How do we message effectively

• Find the “we”

• Identify the smallest community to which you and

the audience both belong

• How are you alike?

• How are you different?

Think about your audience

• Personality

• Attitude

• Circumstances

• Knowledge

Think about your audience

• How do they receive information?

• What types of messages/communications are

effective?

Now think about the purpose

• What is your goal?

• What do you want the audience to do with this

information?

Think about your goals

• Are your goals short-term or long-term?

• Is this message designed to bring about change?

• Are you trying to build or maintain relationships?

Relationship communications

• Short-term – conversations

• Bringing people together

• Relationship based

• Emails, phone calls

• Long-term – covenants

• Keeping people together

• Mission statements

Change communications

• Short-term – correspondence

• Memos, emails

• Action based

• Long-term – conception

• Vision statements

• What should be

How is information received?

• Mediums are evolving

• All audiences receive information differently

• Social media, other tools have changed the game

If you want to brand effectively

• You need to understand that branding is constant

• Every email, every newsletter, every meeting, every

tweet is part of your brand

• You need to be consistent, clear, efficient

Think about CHNA

• What kind of messages do you put out?

• Are they meant to build relationships?

• Are they meant to bring about change?

• Are they consistent, clear, and efficient?

• Are they effective?

Group work

• Consider the various cases in front of you

• What is the issue?

• What audiences will you need to communicate with?

• What mediums should you use?

• What is the most appropriate message?

Wrap up

• What is a brand?

• A brand is what people think when they hear your

name.

CHNA brand

• CHNA brand name is not sexy

• But it is what you make of it.

• If you are consistent, clear, and efficient

• If you are effective; If you deliver your audience,

• People will remember your brand.