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Goals/outcomes of today’s session:
• Discuss the importance of branding
• Communicate key messages
• Provide directions and tools to utilize the new materials
A brand is...
Everything every employee says and does every day.
Your identity; the essence of your company.
Your company’s behavior and performance.
CopierPizza delivery
KetchupFacial tissue
Overnight deliverySteak sauce
ChocolateComputer software
Athletic shoes
XeroxDomino’sHeinzKleenexFedExA-1Hershey’sMicrosoftNike
Definitions
Brand: Whatever a person thinks of when he/she hears your organization’s name (products, service, reputation, image, feelings, etc.)
Brand promise: What your company commits to deliver consistently
Slogan/tagline: Verbal synopsis of the promise
Definitions
Position statement: A one-sentence statement of differentiation about your organization
Expanded position statement: 1-2 paragraphs describing and differentiating your organization
Logo: Visual representation of your organization Typographic treatment Mark (optional)
Visual identity system: Logo, slogan, color, paper, etc. working together consistently as a unit, spanning all visual materials
NikeBrand: Athletic innovation and inspiration.
Brand promise: Nike brings inspiration and innovation to every athlete in the world. Nike will make me an athlete.
Position statement: Nike, Inc. is the world’s leading designer, marketer and distributor of authentic athletic footwear, apparel, equipment and accessories for a wide variety of sports and fitness activities.
Personality: Exciting, spirited, cool, innovative, aggressive;into health and fitness and the pursuit of excellence.
Slogan: Just do it.
Logo:
YMCABrand: Fitness and personal development.
Brand promise: YMCA offers places and programs for my family and me to be healthier and stronger.
Position statement: The YMCA puts Christian principles into practice through programs that build healthy spirit, mind and body for all.
Personality: Values-based, family-oriented, no-frills, wholesome, accessible to all.
Slogan: We build strong kids, strong families, strong communities.
Logo:
The value of brand• Builds an emotional connection (trust) with your audience.
• Multiplies the value of your efforts by increasing loyalty.
• Guides you in making decisions.
• The best people want to be a part of a great identity experience.
Managing your brand
• Built over time, not over night• Delivers on the promise• Requires discipline and leadership• Internally, live it• Externally, communicate it
WorkOne’s brand promise
MAKE YOUR MOVETM
• Primary destination• Comprehensive resource• Upward-moving and dynamic visuals• Empowerment
Focus group highlights
• 2 focus groups – 1 job seeker group, 1 employer group (January 2006)
• Common themes and findings
• “Opportunity, access and hope”
Job seeker comments:
• Perception that Work One is unemployment office
• Lack of awareness
• Need for service and relationships
• Benefits of advertising, consistent messaging
• Positive response to “Make Your Move”
• “Opportunity, access and hope”
Employer comments:
• Lack of awareness, under utilized
• Inconsistent brand
• Message confusion/information gaps
• Work One equals job pool or unemployment versus resource for many services
• Positive response to “Make Your Move”
• “Opportunity, access and hope”
Comments on marketing materials:
• Keep brief, bullet points
• Direct to Web for more information
• Publicize “free”
• Emphasize messages boldly
• Consider testimonials and “real” photography
• Keep professional look and clean design
Position statement:
WorkOne is a comprehensive, statewide career and employment resource for job seekers and employers.
Small Group Discussion
Continuing attributes: those you have and want to leverage
New attributes: those you want to own or achieve
Attributes to avoid: those you want to lose or avoid