Download - The Power of Effective Branding - Beth Owens
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The Power of Effective Branding
Presented by Beth Owens, BrandEra Marketing
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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
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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
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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
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Iconic Brands
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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
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What Makes a Great Brand
• There’s a story to be told• Demonstrates consistency in design• Is relevant and meaningful to the
customer
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Communicating Your Branded Message
Medium of Transmission
Coded Message
Feedback
Decoded Message
Receiver oraudienceSource
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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.
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What’s in Your Branded Message?
• Targeting your buyers• Clarifying problems you solve• Defining results you achieve• Differentiating yourself from
competitors• Using plain language
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Communicating Your Branded Message
• Start with the customer’s perception of the product and build your message around it.
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Communicating Your Branded Message
• Does the customer get what you are selling?
• What are the benefits?• What emotions are you
addressing?
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Making the Branded Message Stick
• Simple• Unexpected• Concrete• Credible• Elicits emotion• Tells a story
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What Makes a Great Branded Campaign
• Edgy, controversial ads that always reinforce the swoosh
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Nike Ads
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Nike Ads
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Nike Ads
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Case Studies by BrandEra
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City of North Richland Hills
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City of North Richland HillsNRH Centre
LOGO
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WEBSITEDIRECT MAILER
WELCOME PACKET
City of North Richland HillsNRH Centre
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City of North Richland Hills
COLLATERAL CAMPAIGN
INVITATION
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City of MansfieldOliver Nature Park
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Oliver Nature Park
TAGLINE & LOGO
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BROCHURE
Oliver Nature Park
AD
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Oliver Nature Park
WEBSITE
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Oliver Nature Park
INVITATION
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PROGRAM
Oliver Nature Park
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Fort Worth Parks & Community Services
Chisholm TrailCommunity Center
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INVITATION
BROCHURE
Chisholm Trail Community Center
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Chisholm Trail Community Center
FLYER
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Chisholm Trail Community Center
AD
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Downtown Arlington
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LOGO AND TAGLINE
Downtown Arlington
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PRINT ADS
Downtown Arlington
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BROCHURE
Downtown Arlington
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PASSPORT
Downtown Arlington
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BILLBOARD
NEWSPAPER STICKER
Downtown Arlington
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Grand Prairie Tourism
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Grand Prairie Tourism
HANDOUT
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Grand Prairie Tourism
ONLINE BANNER
BILLBOARD
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Questions about your branding?
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Thank you for viewing our work!
Beth OwensBrandEra Inc.117 Magnolia Ave.Fort Worth, TX [email protected]