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Presented at the 2014 Brand+Aid Marketing and Social Media Conference.
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The Power of Effective Branding
Presented by Beth Owens, BrandEra Marketing
What is a Brand?
• The essence, character or spirit of a product, service or place– Transcends the product, service or
place• Authentic message that resonates with
target market• The image/message you can live with for 5
years of more• Something to buy into, not just buy
Importance of Branding Your Parks and Recreation Department
• Creates an identity for your parks & recreation facilities that separates you from the competition
• Unique way to showcase your “wow” factors
• Serves as the foundation for consistent, long term messaging
• Builds top-of-mind awareness and demand from the target market
Visible Extensions of Your Brand
• Signage• Welcoming and wayfinding signs• Banners• Websites and e-blasts• Outdoor billboards and posters• T-shirts and other logo specialty items• Advertising campaigns• Tradeshow booths• Messaging in brochures and other
collateral
Iconic Brands
What Makes a Great Brand
• Is in it for the long haul• Can be anything• Knows itself• Invented or reinvented an entire industry• Creates an emotional connection
What Makes a Great Brand
• There’s a story to be told• Demonstrates consistency in design• Is relevant and meaningful to the
customer
Communicating Your Branded Message
Medium of Transmission
Coded Message
Feedback
Decoded Message
Receiver oraudienceSource
Communicating Your Branded Message
• The goal is to establish associations in the customer’s mind between your Parks and Rec department and messages that will persuade them to buy and participate.
What’s in Your Branded Message?
• Targeting your buyers• Clarifying problems you solve• Defining results you achieve• Differentiating yourself from
competitors• Using plain language
Communicating Your Branded Message
• Start with the customer’s perception of the product and build your message around it.
Communicating Your Branded Message
• Does the customer get what you are selling?
• What are the benefits?• What emotions are you
addressing?
Making the Branded Message Stick
• Simple• Unexpected• Concrete• Credible• Elicits emotion• Tells a story
What Makes a Great Branded Campaign
• Edgy, controversial ads that always reinforce the swoosh
Nike Ads
Nike Ads
Nike Ads
Case Studies by BrandEra
City of North Richland Hills
City of North Richland HillsNRH Centre
LOGO
WEBSITEDIRECT MAILER
WELCOME PACKET
City of North Richland HillsNRH Centre
City of North Richland Hills
COLLATERAL CAMPAIGN
INVITATION
City of MansfieldOliver Nature Park
Oliver Nature Park
TAGLINE & LOGO
BROCHURE
Oliver Nature Park
AD
Oliver Nature Park
WEBSITE
Oliver Nature Park
INVITATION
PROGRAM
Oliver Nature Park
Fort Worth Parks & Community Services
Chisholm TrailCommunity Center
INVITATION
BROCHURE
Chisholm Trail Community Center
Chisholm Trail Community Center
FLYER
Chisholm Trail Community Center
AD
Downtown Arlington
LOGO AND TAGLINE
Downtown Arlington
PRINT ADS
Downtown Arlington
BROCHURE
Downtown Arlington
PASSPORT
Downtown Arlington
BILLBOARD
NEWSPAPER STICKER
Downtown Arlington
Grand Prairie Tourism
Grand Prairie Tourism
HANDOUT
Grand Prairie Tourism
ONLINE BANNER
BILLBOARD
Questions about your branding?
Thank you for viewing our work!
Beth OwensBrandEra Inc.117 Magnolia Ave.Fort Worth, TX [email protected]