red rooster group branding presentation

Branding?What the *!@&? is

Howard Levy, Principal

P R E S E N T E D B Y

What the *!@&? is Branding?

redroosterinc DESIGN FOR A BETTER WORLD.

“A logo is a point of entryinto a brand.”

— MILTON GLASER



BRAND ATTRIBUTE:Convenience

METHOD:Online

BRAND ATTRIBUTE:Friendly

METHOD:Innovative Products

BRAND ATTRIBUTE:Customized

METHOD:New Business Model

BRAND ATTRIBUTE:Sports Achievement

METHOD:Endorsements

BRAND ATTRIBUTE:Intl. Relief

METHOD:History

BRAND ATTRIBUTE:Environmental

METHOD:Advertising

BRAND ATTRIBUTE:Economical

METHOD:Personality

BRAND ATTRIBUTE:Safety

METHOD:Advertising



“Products are createdin the factory.Brands are created in the mind.”

— WALTER LANDOR


Brand Selection


n People don’t know about your company.

n People don’t care about your company.

n People confuse you with other company.

n People have misperceptions about what you do.

n You are not engaging your customers.

n You are not getting media attention.

n You are not getting the funding you want.


Branding Challenges


Promises made to constituents

based on multiple experiences over time

with a consistently high level of quality and value

that are perceived to be unparalleled

relative to the competition

ultimately resulting in trust-based relationships

which garners loyalty and profits over time.


What is Branding?


Promises+ Experiences

————————————Reputation


What is Branding?



Communicating Your Promise


n Aids in establishing a leadership position.n Allow for premium pricing.n Provides protection against price wars.n Smoother introduction of new programs and services.n More attractive to co-branding partners.n Increased likelihood of attracting media attention.n Improved chances of weathering a crisis.n Increased employee pride and improved recruitment efforts.n Garner more loyalty.n Clarify internal focus and brand execution.


Benefits of Branding for Businesses


n Aids in establishing a leadership position.n More effective in communicating your message.n Increased membership rates.n Increased likelihood for engaging members.n Smoother introduction of new programs and services.n Higher response to fundraising.n Better leverage when negotiating with potential

co-branding partners.n Increased likelihood of attracting media attention.n Improved chances of weathering a crisis.


Benefits of Branding for Non-profits




“When a high level of perceivedquality has been or can be created,raising the price not only providesmargin dollars,but also aids perceptions.” — BRAND LEADERSHIP

Strong brands command a premium price > Starbucks



“Firms experiencing the largestgains in brand equity saw theirstock return average 30%.Conversely,those firms with the largest losses in brand equitysaw stock return average a negative 10%.”

— BRAND LEADERSHIP

1. Make it easy for the customer to buy.

2. Make it easy for the sales force to sell.

3. Make it easy to build brand equity.


Reasons to Invest in Brand Equity


1.To create a brand-building program that is effective for the entire organization.

2.To get leadership support for plan.

3.To align branding goals with strategic goals.

4.To implement branding across all touchpoints.

5.To create a brand-driven culture so that the responsibility for building the brand is everyone’s job.

6.To build the brand cost-effectively.


Organizational Branding Goals



Branding’s Role in the Organization



Branding Process


1RESEARCH & ANALYSIS

1RESEARCH & ANALYSIS

2BRAND

STRATEGY

2BRAND

STRATEGY

3DESIGN

CONCEPT

3DESIGN

CONCEPT

4BRAND

EXPRESSION

4BRAND

EXPRESSION

5MANAGING

ASSETS

5MANAGING

ASSETS


Touchpoints


n Stationeryn Brochuresn Websiten E-mail n CDs & Videos

n Sales Materialsn Catalogsn Presentationsn Exhibit Displays

n Newslettersn Magazinesn Annual Report

n Directoriesn Recruitment

Ads /Materialsn Premiums

n Direct Mailn Advertisingn Telemarketingn Agents

n Officen Signagen Uniformsn Vehicles

n Managementn Staffn Boardn Partnersn Vendors

n Public Relationsn Media Kitsn White Papersn Columns in

Publicationsn Seminars/

Speechesn Investor Rels.n Sponsorships

n Conferencesn Invitationsn Journaln Name Tagsn Signage

n Personal Lettersn Thank You Cardsn Holiday Gifts

n Grant Proposalsn Dev. Materials

Audience 1 Audience 2 Audience 3


Touchpoint Cycles


DIRECT MAIL

DIRECT MAIL

DIRECT MAIL

DIRECT MAIL

DM TMEMAIL

DMEMAIL

EMAIL

DM

DM WEBSITE

WEBSITE

DM PREMIUM

EMAIL

EMAIL

DMEMAIL

DM

DM STMT.

STMT.

EMAIL

EMAIL

EMAIL NEWSLETTER

EMAIL NEWSLETTER

EMAIL NEWSLETTER

EMAIL NEWSLETTER

NEWSLETTER

STAFF

LETTER

LETTER

WEBSITE

STAFF

EVENT

STAFF

STAFF

NEWSLETTER

NEWSLETTER

NEWSLETTER

JAN

FEB

MAR

APRIL

MAY

JUNE

JULY

AUG

SEPT

OCT

NOV

DEC


Purchase Touchpoints


n How are the touchpoints managed relative to your mission and strategy?

n How effectively is each brand touchpoint managed relative to the competition?

n How do your band touchpoints reinforce or change the perceptions about your organization?

n How can you close the gap between brand’s current performance and market expectations?


Touchpoint Effectiveness


Awareness Mission AccountabilityPROGRAMS

Brochures n n nEvents n n n

EDUCATION

Newsletters n n nMEMBERSHIP

Direct Mail n n nTelemarketing n n n

DEVELOPMENT

Brochures n n nIn Person n n n


Measuring Touchpoints




Creating aBranding Program

> Jewish Community Center

• Increase member participation in programs.

• Increase member renewal rates.

• Increase overall membership.

• Increase donor and sponsorship activity


Marketing Goals


• Articulate the purpose and vision of the center to its members.

• Upgrade the center’s visual identity.

• Clarify the relationship of the various program logos and sponsor names.

• Unify all of the center’s communications with a single message and look.

• Make the production process for creating materials more efficient and economical.

• Provide a communications platform that can grow with the center.

• Identify cross-selling opportunities for each audience segment.

• Develop renewed enthusiasm for the center.

• Increase donor and advertising opportunities.

• Increase staff pride in the center.


Branding Program Goals


1. BRANDING

• Conduct research (interviews, focus groups, surveys).

• Identity brand attributes, create branding statement,and develop tagline

• Update logo.

• Establish conventions for sponsorship naming and logo usage.

• Create a hierarchy of branding for divisions through colors and typography.

• Design organizational stationery.


Process


2. MARKETING AUDIT

• Conduct a marketing audit of all materials to identify how well the center is communicating to each of its member segments.

• Analyze the production process to make recommendations to create a smoother process and save on production.

• Develop a program for launching cross-selling opportunities.

• Establish an advertising program.


Process


3. GUIDELINES & MATERIALS

• Create branding guidelines and templates for publications and other items.

• Develop an infrastructure to manage the brand and grow with the organization.

• Introduce the new branding to staff, members and other constituencies.


Process


PART 1BRANDING PLATFORM• Mission Statement• Vision Statement• Brand Statement• Brand Attributes

ORGANIZATIONAL LOGO• Tagline• Building Name• Address• URL

PROGRAM & SPONSORLOGOS• Program Logos• Sponsor Logos• Other Logos

SPONSOR NAMING• Print Materials• Signage

COLORS• Organizational • Programs / Departments• Sponsors• Development

TYPOGRAPHY• Organizational • Programs

• Events• Primary• Secondary• CorrespondencePAPERSYSTEM• Organizational • Programs• Events• Other

STATIONERY• Letterhead & Second

Sheet• Memos• Envelopes• Business Cards• Mailing Labels• Fax Cover Sheet

BUSINESS FORMS• Registration Forms• Invoices, Statements, etc.

PART 2ORGANIZATIONALMATERIALS• Folder• Brochures• Annual Report

PROGRAM MATERIALS• Program Brochures• Newsletters &

Publications• Events

DEVELOPMENT MATERIALS• Development Package• Brochures• Letters & Envelopes• Event Marketing

MEMBER MATERIALS• Membership Brochure &Card• Invoices & Statements

PART 3SIGNAGE• Exterior• Interior & BulletinBoards• Sponsors

UNIFORMS• Fitness Center• CPT Rehab. Services• Front Desk• Other Departments• Name Tags

WEBSITE• Design• Features• Content

PROMOTION• Advertising• Direct Mail• Posters• Online Marketing• Premiums

ADVERTISING• Advertising Kit

PART 4IMAGE ARCHIVE• Organizational • Programs• Events• For Print Use• For Web Use

PRODUCTION REQUEST• Materials Request Form• Print Quote Request

Form• Production Checklist



Branding Manual



SampleBranding Programs

Basic Organizational Identity

n Identity & Stationeryn Organizational Brochuren Branding Guidelines

COST: $5,000 – $15,000TIME: 2 months


Small Branding Program


Branding Review / Messaging / Identity / Guidelines

n Touchpoint Auditn Message Developmentn Identity & Stationeryn Organizational Brochure

COST: $10,000 – $30,000TIME: 3 – 5 months


Medium Branding Program


n Branding Guidelinesn Newsletter Formatn Website Review

Branding Review / Messaging / Identity / Design

n Competitive Analysisn Interviewsn Touchpoint Auditn Chapter Reviewn Message Developmentn Branding Guidelines

COST: $30,000 – $70,000

TIME: 6 – 9 months


Large Branding Program


n Identity & Stationeryn Organizational &

Program Brochuresn Newsletter Formatn Website Review



Marketing Plan

IDENTITY & BROCHURE

WEBSITE

E-MAIL

SALES LETTERS

COLD CALLS

NETWORKING

THANK YOU CARDS

ADVERTISING

OTHER MARKETING

1Q 2Q 3Q 4Q 1Q 2Q 3Q 4Q 1Q 2Q 3Q 4Q

ID PROMO

1

1 2 3 4 5 6

1

2

2

3

3

DM 1 DM 2

THANK YOU CARDS THANK YOU CARDS & ARTICLES THANK YOU CARDS & ARTICLES

WEBSITE

OTHER MARKETING OTHER MARKETING OTHER MARKETING

PUB. A PUB. A PUB. A

PUB. B PUB. B PUB. B

PUB. A PUB. A

WEB UPDATE

WEB UPDATE

Small Business$10,000 – $50,000 Budget

NETWORKING NETWORKING NETWORKING



Marketing Plan

IDENTITY & BROCHURE

THANK YOU CARDS

DIRECT MAIL

WEBSITE

ADVERTISING

PUBLIC RELATIONS

TRADE EVENTS

OTHER MARKETING

1Q 2Q 3Q 4Q 1Q 2Q 3Q 4Q 1Q 2Q 3Q 4Q

ID &BROCH.

MAILING MAILING MAILING NL NL NL NL

THANK YOU CARDS & ARTICLES THANK YOU CARDS & ARTICLES THANK YOU CARDS & ARTICLES

WEBSITE: PHASE 1

TRADEEVENTS

OTHER MARKETING OTHER MARKETING OTHER MARKETING

TRADE EVENTS TRADE EVENTS

PUBLICRELATIONS PUBLIC RELATIONS

PUB. A

PUB. B

PUB. C

DIR.A DIR.B DIR.C DIR.D DIR.A DIR.B OTHER MEDIA

PUB. C PUB. C PUB. C

PUB. A

PUB. B

PUB. A PUB. A

PUB. B PUB. B

PUB. A PUB. A

WEBSITE: PHASE 2 WEBSITE: PHASE 3

Medium Business$150,000 – $500,000 Budget

red rooster group branding presentation

Business

better world

benets of branding

branding process

mail i conferencesi

promise redroosterinc

organizational branding

brand execution

potential cobranding