how to evolve your brand without losing leslie volkar … · 2017. 11. 7. · 11/7/2017 1 how to...

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

11/7/2017

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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