how healthy branding promotes sustainable success · 2017-02-13 · presents state of recovery...
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Presents
STATE OF RECOVERY WEBINAR SERIES
How Healthy Branding Promotes Sustainable SuccessWednesday, January 11, 2017 • 1:00 PM (est)
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STATE OF RECOVERY WEBINAR SERIES
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STATE OF RECOVERY WEBINAR SERIES
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STATE OF RECOVERY WEBINAR SERIES
KELLY FARRELL / PRESIDENT
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HOW Healthy BRANDING PROMOTES SUSTAINABLE SUCCESS
KELLY FARRELL / PRESIDENT
STATE OF RECOVERY WEBINAR SERIES
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“BRANDING WORKS”Kelly Farrell
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• Fortune 500 Companies: Parker Hannifin; BlueCross BlueShield
• Fortune 1000 Companies: American Greetings; Medical Mutual
• Healthcare brands: Cleveland Clinic; Steris
• Dozens of behavioral healthcare brands
25+ YEARS IN BUSINESS CREATING, BUILDING AND PROMOTING BRANDS, INCLUDING:
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WHAT THE HECK IS BRANDING, ANYWAY?
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BRANDING
CULTUREGOALSSTRATEGY
PRICEPOINT
ECONOMICCLIMATE
PERCEPTION
SERVICESAUDIENCECOMPETITIONMISSIONVISIONVALUES
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1 Improves organizational focus so everyone moves in the same direction
2 Identifies who you are and what makes you special 3 Positions you according to your unique value 4 Allows you to communicate consistently 5 Provides clear direction for ongoing success
FIVE THINGS A Healthy BRAND DOES:
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THINK ABOUT A BRAND YOU LOVE.WHY DO YOU LOVE IT?
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64% 50%OF PEOPLE CITE SHARED VALUES AS A MAIN REASON THEY HAVE A RELATIONSHIP WITH A BRAND
ALMOST 50% OF CONSUMERS SAY THEIR LOYALTY IS EARNED, OR LOST, IN THE FIRST INTERACTION
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TWO BRANDING SCENARIOS:
1. NOT SURE WHAT IS NEEDED2. NOT A PRIORITY
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CASE STUDY: NOT SURE
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$24M
$23M
$22M
$21M
$20M
$19M
$18M
$17M
$16M
$15M
$14M
$13M
$12M
$11M
$10M
$9M
$8M
$7M
$6M
$5M
$4M
$3M
$2M
$1M
0
$6.9M
2008 2009 2010 2011 2012 2013 2014 2015
TOTAL INCOME
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15,000
14,000
13,000
12,000
11,000
10,000
9,000
8,000
7,000
6,000
5,000
4,000
3,000
2,000
1,000
0
5,541
2008 2009 2010 2011 2012 2013 2014 2015
CLIENTS SERVED
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KEY: ASSESSMENT• Interviews - in person; phone; online • Key leadership • Staff • Clients • Referral sources • Board members• Review competition
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ASSESSMENT TOLD US:They needed new identity, positioning and messaging.In other words, a name, logo and tagline.
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When you need help now.®
SignatureHEALTH
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$24M
$23M
$22M
$21M
$20M
$19M
$18M
$17M
$16M
$15M
$14M
$13M
$12M
$11M
$10M
$9M
$8M
$7M
$6M
$5M
$4M
$3M
$2M
$1M
0
$6.9M
2008
$9.5M
2009
$12.5M
2010
$14.1M
2011
$16.6M
2012
$19.3M
2013
$21.5M
2014
$23.7M
2015
TOTAL INCOME
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15,000
14,000
13,000
12,000
11,000
10,000
9,000
8,000
7,000
6,000
5,000
4,000
3,000
2,000
1,000
0
5,541
2008
7,579
2009
9,800
2010
11,095
2011
12,277
2012
13,313
2013
12,367
2014
12,761
2015
CLIENTS SERVED
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CASE STUDY: NOT A PRIORITY (UNTIL IT IS)
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TOUCHSTONEBRIDGEANCHORPATH/PATH ONEBUILDING BLOCKSODYSSEY
SUMMITARCHBALANCEASCENTCOMPASS
NAME IDEAS THAT PROMPTED THEM TO ASK FOR HELP:
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NEW POSITIONING:HOPEHELPTRANSFORMATIVECOMPREHENSIVELIFE
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Helping people change direction.
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45% 80%OF A BRAND’S IMAGE COMES FROM WHAT IT SAYS AND HOW IT SAYS IT
COLOR INCREASES BRAND RECOGNITION BY UP TO 80%
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• Believable • Unique• Attainable • Consistent• Memorable • Sustainable
A Healthy BRAND IS
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KEYS TO CREATING A Healthy BRAND• Know yourself, your client
and your key stakeholders • Make a promise you can keep • Show how you’re special • Stake out that position• Fix your logo!• Deliver the right message
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60%OF MILLENIALS EXPECT CONSISTENT INTERACTION WITH BRANDS ONLINE AND IN PERSON
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“...THE MOST POWERFUL AND ENDURING BRANDS ARE BUILT
FROM THE HEART...”Howard Shultz
CEO : Starbucks
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THANK YOU!
designroom.com
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Presents
STATE OF RECOVERY WEBINAR SERIES
How Healthy Branding Promotes Sustainable SuccessWednesday, January 11, 2017 • 1:00 PM (est)
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REGISTER TODAY!IMPACT BH CONFERENCEJANUARY 30, 2017 HYATT REGENCY INDIAN WELLS RESORT & SPA
FOR MORE INFORMATION & TO REGISTER:www.behavioralhealthevents.com/impactbh [email protected]
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SAVE THE DATESTATE OF RECOVERY CONFERENCEJULY 13-14, 2017 DIPLOMAT RESORT & SPA – HOLLYWOOD, FL
FOR MORE INFORMATION CONTACT: [email protected]