PART ONE: YOUR BRAND STRATEGY Building and Growing a Treatment Brand … · 2018-03-16 · PART ONE: YOUR BRAND STRATEGY From here, the visual brand identity is the ideal platform

PART ONE: YOUR BRAND STRATEGY

Building and Growing a Treatment Brand Online

C4 Recovery Foundation March 15, 2018

Alexander Diner Dogukan Ozgen

BUILDING AND GROWING A TREATMENT BRAND ONLINE

Takeaways for your Brand Strategy:

– The fundamentals of commercial branding

– Creating an authentic brand for your organization

– Using your brand to achieve business goals


Takeaways for your Digital Media Strategy:

– Using Social Media to increase your census, to mobilize alumni, and to build referrals

– How to avoid common mistakes

– Working with marketing agencies effectively without wasting your budget


Webinar Goodies/Resources :

– Brand Values & Attributes Worksheet to lay the foundations for your organizations brand

– Social Media & SEO Toolkit for creating and tracking online media assets


Your Brand Strategy

Part One Alexander Diner


Hi, I’m Alexander. I’m a designer and strategist based in Denver, CO. I operate a design studio and consultancy that works with organizations large and small to develop brand and design strategies to meet critical business goals.


All industries stand to benefit from intentional branding, regardless of size:

– Retail – Technology – Construction – Food & Beverage – Transportation – Etc.


Behavioral Health is nearly untouched in terms of considered branding and digital strategies.

This equates to a huge competitive advantage for those willing to make the investment.


“The best and most successful brands are completely coherent. Every aspect

of what they do and what they are reinforces everything else.”

WALLY OLINS, BRAND-THINKING PIONEER


What is a brand?


A brand is the relationship between people and your company, product, or service.It’s the personality, the promise, and the purpose of your organization and its offerings.Branding is visceral, instinctual,and often very subtle.


Your brand exists no matter what.You can choose to deliberately shape your brand, or let it shape itself and hope that it turns out beneficial for you.

PART ONE: YOUR BRAND STRATEGYPART 2

What makes a brand?


A brand’s value is expressed through both tangible (visual), and intangible (emotional) components. When considering both of these aspects, we create a holistic brand experience for those interacting with our business.

15

Visual EmotionalBrandExperience


Tangible Brand Components:

– Name – Logo – Color – Typography – Imagery

– Collateral – Voice – Content


Tangible Brand Platforms:

– Marketing Materials – Facilities – Advertisements – Website – Apps

– Social Media – Packaging – Hardware


The tangible aspects create a cohesive visual experience for those interacting with your company and products.This will be many people’s first impression of your company, playing an important role in whether someone decides to invest in learning more, or interact with you at all.


Intangible Brand Components:

– Company Values – Company Ethics – Customer Service – Social Responsibility – Product Value


Intangible Brand Platforms:

– Customer Interaction – Community Impact – Company Culture – Product Price – Personality


The intangible pieces create more emotional or visceral experiences. When both the tangible and intangible are considered, we cultivate an intentional and coherent experience for consumers, building greater trust and intimacy.


This creates what we call Brand Equity.Brand Equity is your company’s value, determined by consumer perception of and experiences with the brand. It is grown through consistent and intentional decisionsinformed by your brand.This is very important.


Building your brand.


Understanding your brand values is the first step in crafting a functional brand for your business. These values act as north star for your organization; each decision made should be weighed against these ideals.


From here, the visual brand identity is the ideal platform to make the maximum impact with a minimal investment.Alignment between your company’s values and their visual brand identity builds and inherent sense of trust and reliability. You know who you are, which is instilled in each aspect of your visual identity.


With brand values and a visual system to match, you have created a steadfast set of tools to scale your business offerings. From here, we can create a website, build marketing campaigns, or launch any other brand platform with confidence, knowing they align with your values and ultimately are building trust with your customers.


Chobani’s Updated Brand Values & Identity:

– Approachable – Crafted – Natural – Friendly – Fun-Loving


Branding is the secret sauce; it can makean almost magical experience for your customers when used correctly.However, it can wreak havoc on your organization if misused or ignored. Make your brand work for you.


The Digital State of Mind

Part Two Dogukan Ozgen

PART TWO: THE DIGITAL STATE OF MIND

Hello, I’m Dogukan. I do business development for C4 Recovery Solutions. Previously, I worked in education, focusing on business development, marketing, and digital growth. I have been responsible for building training programs from start-up to operational oversight for more than 50,000 participants per year throughout Europe and the Middle East.


“Print journalism has maybe another 10 years.”

MARK THOMPSON, CEO NEW YORK TIMES


Meet the new Oprahs, Larry Kings, and Dr. Phils;The New Influencers.


The Digital Takeover

– Measurable return on your investment (unlike traditional media)

– Better targeting: Demographics and Psychographics (look-a-likes, interests, etc.)

– No need to be “the Brand” anymore: Underpriced entry


Fit for Behavioral Healthcare

– Your client is not visible

– You have multiple target audiences: families, clients, professionals and community as a whole

– Trust is your currency and attention* is your gold


What is a brand?

*Attention


What is a brand?

Why Now Digital?


What is a brand?

Why Now Digital?


What is a brand?

Where will you find these people?


What is a brand?

Social Media is the new CNN, ESPN, Fox News, etc.


What about HIPAA?What about it?


Be a Social Media Expert in one slide:

– Understand and engage: care about your people

– Be native to each platform

– Have your voice


SEO still matters:

– SEO (still) matters but how

– There is no SEO for your website

– Ask the right questions and get the right reports: KPI’s


Please don’t be the

of Behavioral Health


Your ultimate advantage and pillar is content:

– Newsletter : Your holy grail

– Social Video: Documentaries and captions

– Webinars, blog, and educational tools


Facebook (and Twitter):

– Mr. Zuckerberg and his behemoth

– All content types in one place

– Use targeting and deep data


One social mediapost away:


One social mediapost away:


Please don’t be the

of Behavioral Health


Content Creation: PodcastingIt’s 1849 again!Grab your land.


Content Creation: Instagram

– Stories & Shares

– Hashtags

– Who is your Dr. Phil ? (Part 1)


Content Creation: YouTube

– Youtube 101

– Who is your Dr. Phil ? (Part 2)


Content Creation: Writing

– How to use LinkedIn effectively

– Medium: New blog experience

– Quora: Ask and answer questions

– Amazon: Kindle ebooks

– Media outlets: The Fix, The Mighty


Snapchat, Musical.ly, Vero

– Why care about new startups (even if they fail later)

– How to SNAP, MUSE and VERO


Next Steps

– Goal no.1: Build (improve) a brand on trust and care

– Goal no. 2: Build your email list on value and attention

– Start experimenting, giving yourself time to learn

– Understand your needs and find the right specialists


Questions, Answers & Discussion


Alexander Diner [email protected]

Dogukan OzgenC4 [email protected] [email protected]

Thank you!Get in touch with us.

Documents

PART ONE: YOUR BRAND STRATEGY Building and Growing a Treatment Brand … · 2018-03-16 · PART ONE: YOUR BRAND STRATEGY From here, the visual brand identity is the ideal platform