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Setting the Tone
Yes, we’re part of this
2 / Special Olympics Vermont
What is a brand?
“A brand is the set of expectations, memories, stories and
relationships that, taken together, account for a consumer’s
decision to choose one product or service over another. If the
consumer (whether it’s a business, a buyer, a voter or a donor)
doesn’t pay a premium, make a selection or spread the word, then
no brand value exists for that consumer.” - Seth Godin’s definition
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What is a brand?
• “A brand should be treated like a person, with a set
of beliefs, values and moral compass. Brands
should make decisions for the life of the brand, not
just its current place in time.”
– Steve Keating, Director of Design, Running/Golf, Puma
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Global Consistency
• Media/messaging no longer has boundaries
• Internet, social media, Google has wiped them out
• Consistency across states, regions and countries is
more important than ever
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Methodology
Organization Interviews
Athlete & Volunteer Interviews
Questionnaire (29 worldwide)
Desk research
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Brand Identity
• Stories
• Mission
• Farmers Market Speech (Elevator Speech)
• Common Ground
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Stories
• Stories are core to what make a brand successful
• Our Story
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Once upon a time...a long long time ago ...
Farmers Market Speech (elevator speech)
Special Olympics Vermont is part of a global movement
that works year round to foster inclusion and
acceptance of people with intellectual disabilities by
using the power of sport to showcase their gifts and
abilities.
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Brand Management
“The humble brand understands
that it needs to re-earn
attention, re-earn loyalty and
reconnect with its audience as if
every day is the first day.”- Seth Godin
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Visual Identity - Simplify
•Simplify
(Easier to use, understand, apply)
•Humanize
(Consider the aesthetics to reflect personality)
•Evolve
(Build on areas of visual equity)
•Acknowledge diversity
(Facilitate brand architecture)
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Core Brand Marks
• International Brand Mark (show SO Logo)
• Accredited Program Mark (show SOVT logo)
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Resources
• The typeface can be downloaded for free from
http://font.ubuntu.com/
• Logos are already loaded onto your flash drive
• All resources will also be found on the new SOVT
forum
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Timeframe
• SOI has required compliance by 2015
• To ensure compliance for SOVT, our goal is 2014
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Changes are a comin’
• New website
• Stationery
• Competition banners
• Fundraising event branding
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Approval Process
• WE ARE NOT BRAND POLICE
However…
We are working on creating an approval process to
help programs with all of their brand needs
Please make a list or send me a note to help with
transition = [email protected]
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Tying it up
• Investment in our future
• Elevates SO brand/organization in global world to
compete
• Credibility to the sport and our athletes
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