overview a compelling brand making your mark august 9, 2012 presented by angela halvorson
TRANSCRIPT
Overview
A compelling brand
Making your markAugust 9, 2012
Presented by Angela Halvorson
Learning Objectives1. Understanding the importance of
branding
2. Recognizing the strategic
implications of an organization's
brand
3. Familiarization with the Brand IDEA
4. Next Steps – Beginning a
rebranding process
What is a brand?And why do we need one?
Branding Basics
Brand is…
• Everywhere
• Distinguishing in the confusion of the marketplace
• Now more than ever important for BH providers trying to compete
Brand basics
A brand is many things but four features are critical:
A brand is:
1. Communication
2. Truth
3. Promise & Expectations
4. Differentiation
Brand is:“Psychological construct held in the
minds of all those aware of the branded product, person, organization, or
movement.”
Brand management manages those psychological associations.
Successful brands have
Staying Power!And they almost always
have memorable slogans.
We remember the
slogan and a whole constellation of
associations with the brand.
What feelings arise in you when you reflect on these brands?What feelings arise in you when you reflect on these brands?
Where do those feelings come from?Where do those feelings come from?
Brand Meditation
Associations?1. Setting and Welcome – Compare feeling of a
Neiman Marcus store with feeling of a Wal-Mart. What difference do lighting, cleanliness, furnishings, customer service and dress-code make?
2. Sophistication – Are you more or less impressed by the menu at PF Chang’s or Burger King? Are you impressed with the expertise of staff at Best Buy or Radio Shack?
3. Reliability and Trustworthiness – What sticks to Goldman Sachs’ name that didn’t stick to Wells Fargo? Why? What sticks to Acura and Lexus that doesn’t stick to Chrysler? Why?
Associations
“You’re in good hands”
TrustworthyReliable
Lots of resourcesOffices everywhereClaims paid fairly
Associations
“We bring good things to life”
Light bulbsMedical imaging
RefrigeratorsThomas Edison
Inventions
Brand
ACCIDENTS?
ANY memorable contact with the public
IS BRANDING
New paradigm
If you don’t know where you are going or why you are
relevant, you do not have a brand.
In For-Profit and Non-Profit sectors:
Brand plays a critical role in contributing to long-term purposes, internal cohesion
and communication with multiple audiences
For-profits:Total brand experience
Non-profits:Community identity; the what and why of
an organization
More than a logo or taglineMore than a logo or tagline
Rebranding Branding
• Adapted from the for-profit sector
• Models have historically focused on making money
• Models and tools have not kept pace evolved for NFPs
• NFPs need to look at brand from a different perspective
The Differentiator…
Becomes a matter of focus and emphasis:
– For-profit brand effectiveness is determined by a monetary metric
– Non-profit brand experience is rooted in an advancement of multiple value propositions, not reducible to a single $ metric
– Values can only be advanced if others in the field are successful; partners, coalitions
Broader Brand Implications
• Strategic role in an organization's core performance
• Internal role in expressing an organization’s purposes, methods and values
• Build operational capacity, galvanize support, maintain social mission focus
Strategic Branding• The brand embodies:
– The identity of an organization – Encapsulates the mission, values and
distinctive activities
• The brand reflects:– The image held in the minds of stakeholders,
donors, supporters– The understanding of the organization held
by those it seeks to assist, influence or reach
An effective brand…
Builds cohesion in an organization
A cohesive organization is more efficient & makes better use of resources
Stanford Social Innovation Review, Spring 2012
An effective brand…
Builds high external trust, attracting talent, revenue and authority
A trusted organization can leverage partners, policymakers, and
beneficiaries to achieve its mission and enhance its social impact
Stanford Social Innovation Review, Spring 2012
The Role of Brand Cycle
Mission and Values Mission and Values
Org. StrategyOrg. Strategy
Role of Brand CycleRole of Brand Cycle
Nonprofit Brand IDEA Framework
• Integrity
• Democracy
• Ethics
• Affinity
Stanford Social Innovation Review, 2012
Brand INTEGRITY
• Internal identity and external image are aligned
• Both are aligned with the mission• Structural, not moral, integrity• Provides a common sense of purpose and
understanding of the organization’s purpose in the world
• Captures the mission in its public image; deploys image
Using Idea Effectively
• Brand integrity is crucial to an organization’s ability to change, establish partnerships
• Strong brand integrity establish parity amongst partners and collaborators
• Example: change theory; strong brand keeps organization aligned with mission and values throughout change process
Brand DEMOCRACY
• Trust in members, staff, participants, & volunteers to communicate their understanding of the organizations identity
• Social media makes it impossible to control the brand
Using iDea Effectively• Brand democracy requires a fundamental shift in brand
management• No longer police the brand, suppress use of brand• Participatory theory of brand management• Distribute resources(templates, samples) for all staff to
communicate and disseminate mission• Personal statements over corporate uniformity• Brand democracy not brand anarchy; boundaries• Standards and unified in look and appearance (different
sites; programs)
Brand ETHICS• The brand and the way it is used reflect the
core mission of the organization• Aligns the internal identity and external image
with values and culture• Includes the use of the brand to convey the
organization’s values• Example: Use of pitiful photos to motivate
donors, photos of drug users that dehumanize instead of promote dignity and pride
Using idEa Effectively
• Individual expression that supports overall mission
• Does not offend or contradict mission and values
• Often result in an organization making the implied values and mission explicit
• Example: Amnesty International chapter death penalty video game
Brand AFFINITY
• Brand is a team player, shares space with other brands
• Shares credit and promotes collective rather than individual
• Attracts partners because it lends value to partnership without exploiting
• Promotes partner brands as much or more than own brand
• Different from for profit companies
Using ideA Effectively
• Brand affinity critical in coalitions• NFP leaders worry coalition will overshadow
individual organizations• Make Poverty History campaign collapsed
over this concern• TckTckTck campaign allows individual brands
to remain prominent, added coalition brand • Flotilla of ships, additional flag on top of mast
A New Paradigm, New Approach
• Changing approach to board governance, risk management, operations
• Brand is not just about revenue contribution• Boards now concerned:
– with how brand aligns with org. values & mission, contributes to internal cohesion and external trust
– Enhance organizational capacity and social impact
Brand Effectiveness
• Measure increases in commitment and pride among staff and directors (quantitative)
• Measure reduction in mission drift, increased ease in selecting projects, resources, partnerships (qualitative)
• Measure speed breadth of consensus decisions; strong brand, faster decisions
Rebranding
• Tendency to protect brand
• Tension between need for change and what has worked, assume risk in change
• Leadership, management, staff commitment to change
(Re) Branding Basics
• Brand truth – What is your Core Idea? Your vision? What are your values?
• Brand message – What is your reputation? How do you know? What do you want to be known for?
• Brand image – Is it consistent with your message?
• Brand equity – What is your brand worth?
• Stickiness – What’s memorable? How do you know?
• Emotional branding – What mindset are you trying to instill?
• Uniqueness and differentiation – How do you set yourselves apart from competitors? Is it working?
• Brand design – How are you using consistent design to support your brand?
• Brand extension – How are you ensuring your brand transcends the entire marketing/sales cycle?
• Brand placement – How do clients become aware of you?
What state of mind do you/might you appeal to?
Importance of Value in this Economy (outcomes/cost)
The Positive Results Associated with Integration
The Cutting-Edge of Science and Addiction Medicine
The Complex Nature of People/Treating the Whole Person
Convenience and Personalized Solutions
Behavior Management Pertinent to Chronic Conditions
Your brand can influence how people perceive:
1. Alcohol, street drugs, prescription drugs, food, gambling, risky sex, and other unhealthy behaviors
2. Substance use disorders
3. Prevention
4. Treatment
5. Recovery
6. and your organization…
Your brand can influence how people: 1.Seek treatment
2.Select services
3.Pay for services
4. Involve family
5.Engage in treatment
6.Stay in treatment
7.Perceive access, quality and experience
8.Engage in aftercare, 12-steps, and alumni services
Branding Plan
1. Assign a team and enable their decision-making
2. Review business plan, marketing plan and/or strategic plan
3. Assess overall marketing budget and portion assigned to branding
4. Conduct Brand Audit and Inventory
5. Conduct focus groups with staff, Board, alumni, family members, payers
6. Consider outside guidance and subject matter expertise
7. Business Decision: Are you conducting a massive campaign, simple enhancements, or a thorough brand overhaul?
8. Engage in deliberate process with clear objectives, a plan and an “owner”
