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11/7/2017
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H O W TO E V O LV E
Y O U R B R A N DW I T H O U T
L O S I N G Y O U R
S TA K E H O L D E R S
Land Trust Alliance RALLY 2017
Leslie Volkar Colorado Open Lands
Annie LarnerAnnie Larner Marketing
W H AT I SB R A N D I N G
BRANDING BACKGROUND
“A unique set of associations in the mind of a customer.” –Guy Gordon
“Your brand is your story.” –Amy Cosper
A brand is a promise.
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H O W B R A N D I N GT E L L S Y O U R S TO RY
BRANDING BACKGROUND
DESIGNLogo | Colors | Typefaces
COMMUNICATIONSVoice | Personality
SALES AND ADVERTISINGProposition | Unique Value
W H Y B R A N D I N GM AT T E R S
BRANDING BACKGROUND
Land Trusts do complex work.
The value of land conservation is not obvious.
Branding helps you do your mission.
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W H Y W EE V O LV E
“By nature, I keep moving, man. My theory is, be the shark. You've just got to keep moving. You can't stop.”
- Brad Pitt
EVOLVING YOUR BRAND: HOW TO
EVOLVING YOUR BRAND: HOW TO
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EVOLVING YOUR BRAND: HOW TO
EVOLVING YOUR BRAND: HOW TO
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O P I N I O N S A R E L I K EVA C AT I O NS TO R I E S
Everyone has one, and you’re going to hear them, whether you want to or not.
EVOLVING YOUR BRAND: HOW TO
E N G A G I N GS TA K E H O L D E R S
StaffBoard of DirectorsMajor FundersMinor Loyal FundersLandowners
EVOLVING YOUR BRAND: HOW TO
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D E F I N I N GY O U R B R A N D
EVOLVING YOUR BRAND: HOW TO
Conservation Values
Personality Traits
Mission, Guiding Principles, & Organization Name
Compare and Contrast Others
C O N S E R VAT I O NVA L U E S
EVOLVING YOUR BRAND: HOW TO
Scenic Views
Agriculture
Wildlife
Water
Colorado History and Character
Future Generations
Permanence
Economy
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P E R S O N A L I T YT R A I T S
EVOLVING YOUR BRAND: HOW TO
AccessibleActiveAdaptableAdmirableAdventurousAgreeableAlertAmiableAnticipativeAppreciativeArticulateAspiringAthleticAttractiveBalancedBenevolentBrilliantCalmCapableCaptivatingCaringChallengingCharismaticCharmingCheerfulCleanClever
Y O U R B R A N D I N GB U I L D I N G B L O C K S
Mission StatementVision StatementGuiding PrinciplesYour Name
EVOLVING YOUR BRAND: HOW TO
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EVOLVING YOUR BRAND: HOW TO
D E T E R M I N I N G Y O U R U N I Q U E S E L L I N G P R O P O S I T I O N
EVOLVING YOUR BRAND: HOW TO
Audience 1 Audience 2 Audience 3
What you offer
Competitors
Why you deliver better than those competitors
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EVOLVING YOUR BRAND: HOW TO
D E T E R M I N I N G Y O U R U N I Q U E S E L L I N G P R O P O S I T I O N
EVOLVING YOUR BRAND: HOW TO
[WHO WILL VOLUNTEER?]
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A G G R E G AT E& C O N F I R M
EVOLVING YOUR BRAND: HOW TO
Circle back with groups
Dig deeper on inconsistencies
What’s missing?
EVOLVING YOUR BRAND: HOW TO
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EVOLVING YOUR BRAND: HOW TO
ELK
iconic Colorado wildlife
appeals to wildlife lovers AND hunters
“feels like” Colorado
EVOLVING YOUR BRAND: HOW TO
COLORADO FLORA
iconic Colorado
tie-in with gold branding
unique to our state
throwback to CCT and LLT
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EVOLVING YOUR BRAND: HOW TO
RANCH SIGNS
appeal to ag/landowners
feels rustic/heritage
“Colorful Colorado”
EVOLVING YOUR BRAND: HOW TO
MOUNTAINS
the obvious pick
but if we can do it differently,
why not?
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EVOLVING YOUR BRAND: HOW TO
BUCK AND RAIL
looks modern while suggesting history
appears in a lot of photography of historic ranches
EVOLVING YOUR BRAND: HOW TO
AND THE WINNER…
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I M P L E M E N T A T I ON
EVOLVING YOUR BRAND: HOW TO
Timeline
Budget: design, printing costs
Digital updates: website, social media, online directories, memberships
PR rollout: build anticipation with stakeholders
D E S I G N T I P S
EVOLVING YOUR BRAND: HOW TO
General rectangular shape; regular and reverse; bold colors
Universal, timeless, versatile, memorable
Decide on name + logo or just name
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D E S I G N T I P S
EVOLVING YOUR BRAND: HOW TO
Bad logos….
Q U E S T I O N S ?
Land Trust Alliance RALLY 2017
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T H A N K Y O U !
Land Trust Alliance RALLY 2017
Leslie Volkar Colorado Open Lands
Annie LarnerAnnie Larner Marketing
