Branding APLD with Garden Media Group 2 21 10

Branding APLD

APLD Chapter SymposiumBerkeley, CA

February 20-21, 2010

Let’s Talk Branding

What Branding Is Not

What Is Branding?

Branding APLD

How You Can Help?

Whata brandIs NOT

A brand is not a name or URL

A brand is not a logo or symbol

A brand is not a character

A brand is not a slogan or jingle

A brand is not a package or signage

Whatis

a brand?

A brand is ..."A brand is a promise of a relationship and a

guarantee of quality." Alycia Perry, Before the Brand

"A brand engages the senses and emotions and forges a deeper, lasting connection."

Marc Gobé, Emotional Branding   “Advertising grabs the mind; branding grabs the

heart.” Rob Frankel, a branding consultant

"A brand name on a package is not the same thing as a brand name in the mind.“

Al and Laura Ries, The 22 Immutable Laws of Branding

“Your brand is the heart and soul of your company." Sergio Zyman,  The Zyman Group

A brand is a living entity – enriched or underminedcumulatively over time,

by the product of a thousand small gestures!

Michael EisnerFormer CEO, Disney

Brand Touches Everything

• Controls how the market thinks and feels about you

• Allows you to stand out in your customer’s mind

• Tells everyone who you are

• Total & consistent experience

• Decision making based on core values

EDUCATORSSTUDENTS

MEDIA

INDUSTRYPROFESSIONALS

SUPPLIERSSPONSORS

CONSUMERS

MEMBERS

APLD

The Heart & Soul

Brand Personalities

An effective brandreflects the brand’s true

personality

An off target brand is disconnected

from your brand personality

Starbucks Mission:

To inspire and nurture the human spirit —

one person, one cup,

and one neighborhood at a time.

The Intimate Brand

Delaware

Irvine CA

England

Japan

Dubai

Lisbon

Disney Village -- Paris

The Starbucks Brand is the Same

The Pillars of the Brand

Consistent quality coffee

Consistent customer service

Consistent connectionto customers & communities in ways that make a difference

• The coffee house camaraderie

• Connecting with the local neighborhood community

• Provide a truly uplifting experience

The Essence of the Brand

Whatdoes

this mean to

APLD?

APLD Mixed Bouquet

APLD Blended Bouquet

All members understand & share APLD Vision &

Values

APLD Chapters Are Brand Stewards

Each Chapter is unique but connected

Each Chapter expresses APLD’s vision & values

Each Chapter consistently supports APLD’s brand position & promise

BrandBuilding Blocks

Build the Foundation

Supports APLD vision

Cultivates APLD core values

Fulfills APLD goals

Consistent Brand Promise

• Tells everyone who you are and what you stand for

• Shows how it benefits the your clients

• Stirs an emotional appeal

• Is the total and consistent experience with everyone you touchRemember: Don’t make promises you can’t keep

Consistent Messages• Design beautiful, livable

outdoor spaces

• “Go to” landscape design experts for success

• Creative landscape problem solvers

• Enhances property value

• More effective use of resources

• Cost efficient in long run

Consistent Standards• Be professional• Continue

education• Protect the

environment • Be loyal & honest

to clients• Participate in

public service activities

Consistent Name & Look

HowDo WeGrow

APLD’sBrand?

Build Reputation• Promote experts

• Set up interviews

• Quote in stories

• Conduct media tours

Reach Industry Peers & Associates

Reach out to landscape designers, real estate and building trades & partner industries

Increase APLD awareness

Place trade stories

Promote award winners

Attract Educators & Students

Build brand awareness

Populate social media

Promote APLD competitions, seminars & scholarships

Educate ConsumersPromote why you need a landscape designer

Distribute “how-to” stories

Promote award winners locally

Include in Garden Trends

Use social media

Engage Media

Introduce media influencers to APLD

Develop resource list of experts

Conduct media tours

Develop PR tool kit for members

Get Social

How You Can Help

Get On Board• Be an APLD

brand steward

• Share information

• Encourage APLD involvement

Reach Out• Local schools

• Local trade groups

• Local non-profits

• Local community activities

Share Information with Us

• Who’s writing about gardening?

• Who’s your gardening radio personality?

• What local TV programs feature gardening?

• Who are your favorite social gurus?

• What are the local trade & consumer shows?

Your NameExpertise for

speaking/interviews Email/Phone Chapter

Recommended Members Expertise Email/Phone Chapter

Name of Newspaper, TV, Radio, Magazine, Website, Social

Media Contact Name Email/Phone Notes

Name of Local Trade or Consumer Show Dates & Location Website Notes

Email: Susan@gardenmediagroup.com Fax: 610-444-3043

Mail: 520 W. State St. Kennett Square, PA

19348Call: 610-444-

3040

Use PR Tool Kit• Media Relations

Primer• Landscape design

feature stories• APLD press

release templates• Graphics, logos,

links• Social Media Tools

52© 2010 Garden Media Group

Susan@gardenmediagroup.com@SuziMcCoyGMG

suzi.mccoyin/suziwatsonmccoy

610-444-3040