Defining Your Image: Auditing Your Communications

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Defining Your ImageAuditing Your Communications
Marketing Strategy

• W.A.C.E. Webinar
• October 18, 2006

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Agenda (Part I)

• Branding 101 Quick Review of Terms
• Importance of the Brand
• Benefits Versus Features
• Audience Segmentation

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What we mean by Brand

• Brand is not your logo, name, tagline, graphic
  identity, member services or your latest direct
  mail piece.
• Brand is the promise your organization makes to
  its stakeholders.
• Brand is the collection of perceptions that
  follow you everywhere you go.

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What we mean by Brand

• It is nothing less than everything anyone thinks
  when they see your logo or hear your name. --
  David DAlessandro, John Hancock
• A brand isthe product of a thousand small
  gestures. -- Michael Eisner, Disney

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Brands Denote Ownership

• Not of cattle, but of mindshareand of intent to
  purchase.

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Brand Promise

• Answers one question How will your product,
  service or organization affect your customers
  lives?
• Sometimes called the brand essence.
• Foundation for everything else you will do, say,
  write or produce.

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Brand Identity

• The visual representation of your brand logo,
  colors, graphic design scheme, etc.

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Positioning Statement

• One or two sentences that convey what you do for
  whom to uniquely solve an urgent need.
• Describes the mental space a brand should
  occupy in the minds of a target audience by
  focusing on your benefit or promise.
• Keeps the competition in mind.
• It is an internal document, not a tagline.

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Sample Positioning

• David Letterman is a talk show host who
  entertains baby boomers so they can feel good
  before they go to bed. Unlike other talk show
  hosts, he performs a Top Ten List.
• Dento is a toothpaste that helps children fight
  cavities. Unlike other toothpaste, Dento has
  X-45g, the most effective ingredient in keeping
  teeth healthy.
• (Source Author Dan Janal, The Fool-Proof
  Positioning Statement)

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Why brand?

• Branding differentiates, communicates compelling
  reasons to do business.
• Great employees want to work for organizations
  with great brands.
• A brand allows competition on more than price it
  even allows for premium pricing.
• Brands create loyalty.

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Think About Pen

• BIC
• Paper Mate
• Waterman

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Benefits versus Features

• Brand Promises describe a single benefit How
  will you positively affect your customers life?
• Features describe the brand itself What makes
  the promise true?

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The Power of One

• Its important to identify a single benefit to
  express as your Brand Promise.
• Think in terms of emotion, not just your core
  competencies.
• If branding is applied psychology, the Promise
  is the Id.

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Brand Promises

• Relevant
• Proprietary (Unique)
• Believable
• Sustainable (Aspirational)

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Chamber Benefit Continuum

• Tourism?
• Business networking?
• Economic development?
• Advocacy?

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Benefit or Feature?

• Create a strong local economy
• Promote the community
• Provide networking opportunities
• Represent business to government
• Political action

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Audience Segmentation

• (Brand) is a promiseyour company can keepin
  every marketing activity, every action, every
  corporate decision, every customer interaction.
  -- Kristin Zhivago, author
• Brands, therefore, have multiple audiences.

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Chamber Audiences

• Members
• Potential members
• Government
• Media
• Volunteers
• Employees
• Competitive associations

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Agenda Part Three

• Introducing a hypothetical membership-based
  organization
• A sample Brand Platform
• Homework Assignments

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Atlantis Chamber of Commerce

• Located at the bottom of the Atlantic Ocean.
• Home to hundreds of independent businesses and a
  diverse, multi-species community.
• Holds whirlpool mixers and provides workforce
  training.
• Promotes local shopping.
• Sole sponsor of the Swim Team.
• Lobbies at the Court of Poseidon.

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Brand Discovery

• Audit of Collateral and Marketing Materials
• Member Profile Audience Analysis
• Competitive Strengths and Weaknesses
• Compiled a List of Values
• Categorized Services
• Identified the Brand Promise
• Hired Clever Copywriter to Describe the Brand
  Personality

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Two Choices

• The Fount of Knowledge (passive)
• The Wellspring of Life (active)

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The Wellspring of Life

• Innovation
• Rejuvenation
• Efficiency
• Accessibility
• Reliability

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Positioning Statement

• For mer-people concerned about the economic
  vitality of Atlantis, the Chamber of Commerce is
  the only local membership organization focused
  exclusively on being a center of new business
  activity and growth.

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Brand Personality

• The Atlantis Chamber never stops moving its
  always lively and refreshing to be around. Solid
  and sturdy, even in tough economic times, there
  is still something light and magical about it.
  Admirers and those who want to get their feet wet
  are equally welcome here.

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Next Steps in Atlantis

• Test the frequency and distribution of our ideas
  through research
• Design a logo and graphic standards
• Fine tune our key messages
• Apply them consistently, using the Brand Platform
  as a sort of litmus test
• Live the brand internally

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Next Steps for You

• Ask yourself if your Chamber has a single Brand
  Promise
• Ask if its unique, relevant, believable and
  sustainable
• Write a positioning statement
• Create a Brand Platform
• Do some research
• Live the brand

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