this workbook is the property of discover true north and...

The Power of An Effective Brand

of 22

This workbook is the property of Discover True North and may not be modified without written permission from the owner.

Copyright 2010


of 22

Welcome! ICEBREAKER—Name the company with its famous tagline:

Famous Taglines Company 1. Got milk? 2. Don’t leave home without it. 3. Just do it. 4. Where’s the beef? 5. You’re in good hands with _______? 6. Think different. 7. We try harder. 8. Tastes great, less filling. 9. Melts in your mouth, not in your hands. 10. Takes a licking and keeps on ticking. 11. When it absolutely, positively has to be

there overnight. 12. Reach out and touch someone. 13. A diamond is forever. 14. Finger-lickin’ good! 15. The uncola. 16. Let your fingers do the walking. 17. There are some things that money can’t

buy. For everything else there’s ______________.

18. What happens in _______, stays in _________.

19. You’ve come a long way, baby. 20. We bring good things to life. 21. Please don’t squeeze the ___________. 22. Does she or doesn’t she? 23. Have it your way. 24. I can’t believe I ate the whole thing. 25. Come alive! You’re in the _____generation. 26. The ultimate driving machine. 27. The quicker picker-upper. 28. Look, Ma, no cavities! 29. Pork. The other white meat. 30. Pardon me, do you have any ____ - 31. Friends don’t let friends drive drunk. 32. Have a coke and smile.

1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 21. 22. 23. 24. 25. 26. 27. 28. 29. 30. 31. 32.

Introduction Key Objectives of this Workshop:

By the end of this session you will be able to:

• Define “branding” and “repositioning” a brand • Identify key attributes of an effective brand • Recognize characteristics of a brand (positioning) statement • Utilize strategies to help your agency develop an effective recruitment

brand/plan.


of 22

33. I love ___ ______. (a city) 34. Betcha can’t eat just one. 35. Think outside the bun. 36. The mind is a terrible thing to waste. 37. It keeps going, and going, and going… 38. Hey, Mikey…he likes it! 39. This is your brain. This is your brain on drugs.

Any questions? 40. They’re gr-r-r-eat! 41. The happiest place on earth. 42. Beef. It’s what’s for dinner. 43. With a name like ________, it has to be

good. 44. Nothing comes between me and my

___________. 45. Is it live or is it ____________? 46. Because I’m worth it. 47. The few, the proud, the Marines. 48. Our repairmen are the loneliest guys in

town. 49. Put a tiger in your tank. 50. How do you spell relief?

33. 34. 35. 36. 37. 38. 39. 40. 41. 42. 43. 44. 45. 46. 47. 48. 49. 50.

Key Objective # 1: Define Branding and Repositioning a Brand

A brand can be a:

a) Person b) Place c) Thing d) Idea e) All of the Above f) B, C, D


of 22

From the early 20th century . .

companies used brands to be distinctive and to be _________ than the competition

The concept of branding originated from cattle branding – a way to

differentiate one from another


of 22

Especially over the last ___ years – brands have been more commonly associated with:

-People, -Places -Things and -Ideas as well as -organizations

Conclusion: Foster Parenting is _______________________

BRANDS ARE THE THOUGHTS, ___________ & ASSOCIATIONS AN ENTITY, IDEA OR PERSON HAS WITH ITS CUSTOMERS

So to properly define a brand then . . .


of 22

ACTIVITY: GUESS THE COMPANY:

⇒ It all began in junior high gym class in Merrick, Long Island. Two boys, running around the athletic field, had found a common bond. Cohen & Greenfield hated running, but they loved food. In 1978 they decided to go into business together. With diplomas from a $5 correspondence course & their life savings ($8,000), they converted an old abandoned gas station in Burlington, and started making some “cool” food. They used only local fresh ingredients. Thirty-one years later their firm still runs an amazingly profitable business that stayed true to their values of sharing rewards with its employees & with the community.

o Who are they?

⇒ In 1965, Yale University undergraduate Frederick W. Smith wrote a term paper about the passenger route systems used by most airfreight shippers, which he viewed as economically inadequate. Smith wrote of the need for shippers to have a system designed specifically for airfreight that could accommodate time-sensitive shipments such as medicines, computer parts and electronics. He received a very poor grade.

o What company came about when Frederick Smith graduated and used his “term paper” as his business model?

⇒ “tale of two men, one airline, and a

cocktail napkin”

o What airline’s start-up history is summarized above?

Let’s take a 2nd look at those three brands – what types of thoughts, emotions or associations do you make with those three brands?

• Ben & Jerry’s

• Fed Ex

• Southwest Airlines


of 22

Top 2 reasons to “reposition” a brand?

1) Current brand has a “bad, _______

or primarily non-existent image”.

2) Your organization is significantly altering it’s ___________ direction.

Conclusion:

Foster Parenting’s brand needs to be repositioned because:


of 22

------------------------------------- Key Objective #2: Identify key attributes of an effective brand A) Effective Brands Take Perceptions Into Account Perception ____________ reality with respect to what people want to see, hear, or believe. Activity: What do you see?


of 22

Activity: What do you think? Anthony and Cleopatra are lying dead on the floor of a villa in Egypt. Nearby is a broken bowl. There is no mark on either of their bodies and they were not poisoned. How did they die?

FYI: Headlines gone wrong • Report Shows Need For Paper Cuts • Something Went Wrong in Jet Crash, Expert Says • Red Tape Holds Up New Bridges • Teenager Held Over Shredder • March Planned For Next August • Death Causes Loneliness, Feelings of Isolation • Police Begin Campaign to Run Down Jaywalkers • Milk Drinkers Are Turning to Powder


of 22

Activity: How many faces do you see?


of 22

Branding/Perception Take-Aways

- Today, people are turned off by unrealistic posing, pictures and “manipulation”

- Not paying attention to trends with your target customer group can irritate people to the point that they try to “puncture” illusions.

Conclusion: Common perceptions of foster parenting are:

B) Effective Brands Create a Story

Activity: What ingredients make a story worth hearing?


of 22

Storytelling & branding notes

Why is authentic storytelling so important?

• It brings your brand to life (makes it real!) • It provides relevance. • It helps you stand out in a world of crowded messaging. • It creates a positive response.

Effective brands tell stories about e____________________.

Pause Point Discussion: What are some appealing or compelling stories about foster parenting that you believe the public should hear?

Your Notes


of 22

C) Effective Brands Offer & Deliver on a Promise Offering & Delivering on a Promise – Notes

• (An individuals experiences either “________________” or “break” the customer experience)

• Brands create obligation—and set-up an expectation

Customer Expectations

Customers have expectations that are:

⇒ Often set up by other suppliers, i.e., banks, airlines, fast food restaurants. Effective brands compete with the most responsive organizations in every communication __________________ available.

o Example: What does a customer expect from

Amazon.com? If they use the internet to correspond with your agency—will they expect less of you than of amazon?

⇒ Continually evolving and growing more demanding.

Customer Expectations

2000

2010

1990


of 22

How brands are built …

experience

results beliefs

actions

Individual’s perception of a

brand

⇒ What is “expected” of these companies?

1. Progressive Insurance—mobile claims service 2. Southwest—no frills, low-cost air service 3. Starbucks—coffee as an experience 4. Amazon.com—retailing on the internet 5. Sesame Street—television as a teacher

6. Weather Channel—24 hour weather 7. Dell—factory direct computers

Quality Foster Parents give:


of 22

Experiences built over time result in

deep-rooted beliefs, which affect o_______

If responsiveness is only adequate—it is probably __________________. Only poor or excellent service/responsiveness gets noticed.

Examples from Mainstream: Appreciating Time & Convenience --NOTES INSIGHT

Part of your Brand Promise should include/highlight the agency’s “_____________________” with the Foster Parent. The delivery of your “brand

promise” will be fulfilled over time and through a variety of experiences. Knowledge & relationship create quality experiences.


of 22

Pause Point: What are some ways that an effective foster parenting brand could show appreciation/offer time-saving, convenience-oriented “service”?

D) Effective Brands Create Advocates

• Mini-Case Study Notes (For Profit Sector)

o o o

• An increase in r___________ from Foster Parent Referrals should be a primary branding goal


of 22

Activity: What GREAT! Or Poor! Customer Service have YOU personally experienced in the past six months?

“In Your Experience” Activity 1) The company or organization you were dealing with? 2) How you were greeted? (by name, warmly, politely, indifferent, etc.) 3) How promptly were you attended to? 4) How were you treated? (as a valued customer, like a “number”, nuisance, etc.)

5) What effect (if any) did the way you were served have on how you feel towards the company or organization? (pleased, annoyed, frustrated, happy, angry, etc.)

6) Did the service meet your expectations? (yes, they were far exceeded, no—I felt

disappointed) 7) Has the experience affected your willingness to continue doing business with this

company or organization? 8) When you have a “bad” experience with a company or organization what do you

typically do? (talk about it with family, friends? Write a letter? ?) 9) What do you typically do when you’ve had a GREAT experience?


of 22

Brand Advocate Notes

o 81% of people do not trust brands based on ________ o But we do trust each other o ____% of people trust their friends, family and colleagues

when it comes to referrals Mini-case Study: (Nike – Just do it)

o People are __________ beings o NOTES

Effective Brands (Activity)

• Take perceptions into account

• Create a story• Offer and deliver on a

promise• Create advocates

(fans, referrals, etc.)


of 22

Activity: Case Study #1

Pro’s Con’s


of 22

Case Study #2

Pro’s Con’s


of 22

Case Study #3:

Pro’s Con’s


of 22

Brand ID or Statement

• Characteristics:– Expresses your brand identity, (foster parent s are ?)– Persuades your audience to behave in a certain way (what do quality

foster parents do?)– Delivers a compelling promise (what difference will be a foster parent

make?)

• Incorporates/Supports/Creates/Delivers– Real-world Perceptions– Compelling Story Ingredients– A Promise– Positive Experiences– Advocates

Using the pause points & activities gathered throughout this session – create a draft of your brand ID (or brand statement) on a poster. Incorporate

o Words o Images o Ideas o Stories

On your draft. Your agency can then take this poster back to your site to aid you in creating your brand identity/ recruitment plan. Thank you for your time & participation today! Deb Bronson-McGrath ([email protected])

this workbook is the property of discover true north and...

Documents