The Power of Branding
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This document discusses the power of branding and what constitutes an authentic brand. It defines a brand as a living entity enriched over time through consistent messaging and actions. An authentic brand makes a distinctive promise, drives a compelling image consistent with that promise, and encourages competencies to deliver on the promise now and into the future. Key aspects of an authentic brand are that it is intentional, reflective of mission and values, organic, self-reinforcing, dynamic, and engaging for employees. The document provides steps for organizations to explore their brand, develop a communication strategy, and ensure alignment between their culture and brand.
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The Power of Branding
- 2. Introduction 1984 • "A brand is a living entity - and it is enriched or undermined cumulatively over time, the product of a thousand small gestures“ Michael Eisner, former CEO Disney
- 3. Today’s Journey 1984
- 4. 1984 The Power of Branding What is a Brand? – What do you associate with the word “brand”? – A little quiz
- 9. The Power of Branding BUT A SUCCESSFUL BRAND GOES FAR BEYOND A LOGO.
- 10. The Power of Branding “Ideally, as with the self-actualizing person, a company’s real self and its social self are in harmony. It’s called ‘living the brand.’” “Ageless Marketing” David B. Wolfe and Robert E. Snyder
- 11. The Authentic Brand • Makes a distinctive promise to the marketplace and to its team members • Drives a unique and compelling image that is consistent with that promise across actions, behaviors and communications • Supports and encourages development of critical competencies that allow the organization to deliver on the promise now and into the future
- 12. The Authentic Brand is • Intentional and purposeful • Reflective of mission and values • Organic • Self-reinforcing • Dynamic • Engaging for the team
- 13. Step 1
- 15. Who Can Provide Insights? • Residents • Prospects • Team Members • Board Members • Lost Prospects • Influencers • Competitors - Alternatives
- 16. Self Exploration PRODUCT or PROSPECTS PRODUCT CONSUMER SERVICE Who are they? What makes It different? What is their stage in life? How does it compare What are their pressing to its competition? concerns and challenges? Where does it fit What are their dreams in the marketplace? and aspirations? What makes it better? What quality of life do they seek? Step 3 THE COMMUNICATION STRATEGY
- 17. Step 2
- 18. Your Customer’s Perfect Future Vision • What is Your Customer’s Perfect Future Vision of Where They Would Like to Live? • What Are You Providing That They Don’t Value?
- 19. Step 3
- 21. © 2012 - Creating Results, LLC
- 22. Interactive Exercise • Mission & Brand Pick the 3 areas of: Your – Greatest Alignment – Weakest Alignment Bran d © 2012 - Creating Results, LLC
- 23. Step 4
- 24. How can we build our brand and tell our story through the stories of the people who make this community?
- 25. Persistence and Measurement • Allow brand messaging to evolve • Understand that creating consistent experience requires dedication over time • Constantly seek feedback • Embrace the value of regular research, correlating intentional actions around culture and brand with organizational achievement
- 26. The Alchemy of Culture and Brand • Culture is expressed in the every day habits of our organization and those in it • Desired behaviors to support brand promises need clarity and clear articulation • Authentic brands both emerge from and inspire culture
- 27. Creating Organizational Alignment • Make team member development a priority • Be a learning organization versus a knowing organization • Celebrate successes—be timely and enthusiastic • Eradicate identified areas of misalignment • Challenge your own personal assumptions about your organization
- 28. Brand/Mission Alignment Challenge – Are you consistently & visibly leading from the top? – Are the right people on the bus & in the right seats? – Do all investments support the brand? – Do all procedures and processes support the brand? – Do all marketing materials support the brand? – Do all customer experiences support the brand? – Are you using tough decisions as organization wide learning opportunities – Do your customers and prospects accurately describe your brand promise? – Is your story what your customers want to buy? – Are you celebrating success? – Are you demonstrating long-term commitment?
- 29. Today’s Journey 1984
Editor's Notes
- Todd
- Todd Introduce Panelists
- Todd The goal of this session is for you leave Inspired, Informed and Ready for ActionUnderstand steps Think about your own organization Develop action stepWe will provide proven processes and lessons learned and will be using North Hill of Needham a 28 year old Life-Care Community outside of Boston as a case study.Before we start the journey we are going to take a detour and briefly discuss The Power of Branding and what branding is and is not.
- Robert
- RobertSome still view “branding” as superficial marketing manipulation, but as the demand for authenticity grows, especially in our market, a deeper, more comprehensive approach to branding is called for.
- Robert
- Todd
- ToddNeed to be honest about who you are and who you can become
- Todd
- Robert
- RobertInteractive Exercise
- Rebecca
- Rebecca
- Todd
- Todd
- Todd
- DELETE?
- RobertOne “out of the park” customer experience doesn’t take the place of consistent excellence. At the same time, one really bad customer experience can wipe out a strong track record if recovery is not handled properly
- Todd
- RobertReview