Defining Your Image:Auditing Your Communications & Marketing Strategy

W.A.C.E. WebinarOctober 18, 2006

Agenda (Part I)• Branding 101: Quick Review of Terms• Importance of the Brand• Benefits Versus Features• Audience Segmentation

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.

What we mean by “Brand”• “It is nothing less than everything anyone

thinks when they see your logo or hear your name.” -- David D’Alessandro, John Hancock

• “A brand is…the product of a thousand small gestures.” -- Michael Eisner, Disney

Brands Denote Ownership• Not of cattle, but of mindshare…and of

intent to purchase.

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.

Brand Identity• The visual representation of your brand:

logo, colors, graphic design scheme, etc.

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.

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”)

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.

Think About “Pen”• BIC• Paper Mate• Waterman

Benefits versus Features• Brand Promises describe a single benefit:

How will you positively affect your customer’s life?

• Features describe the brand itself: What makes the promise true?

The Power of One• It’s 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.

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

Chamber Benefit Continuum• Tourism?• Business networking?• Economic development?• Advocacy?

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

Audience Segmentation• “(Brand) is a promise…your company can

keep…in every marketing activity, every action, every corporate decision, every customer interaction.” -- Kristin Zhivago, author

• Brands, therefore, have multiple audiences.

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

Agenda: Part Three• Introducing a hypothetical membership-

based organization• A sample “Brand Platform”• Homework Assignments

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.

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

Two Choices• “The Fount of Knowledge” (passive)• “The Wellspring of Life” (active)

“The Wellspring of Life”• Innovation• Rejuvenation• Efficiency• Accessibility• Reliability

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.

Brand Personality• The Atlantis Chamber never stops moving;

it’s 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.

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

Next Steps for You• Ask yourself if your Chamber has a single

Brand Promise• Ask if it’s unique, relevant, believable and

sustainable• Write a positioning statement• Create a Brand Platform• Do some research• Live the brand