sovt all one conference - brand

Vermont

Aligning the

Special Olympics Vermont

Brand

1

Setting the Tone

Yes, we’re part of this

2 / Special Olympics Vermont

http://www.youtube.com/watch?v=rsfZqh_FrLs

What is a brand?

“A brand is the set of expectations, memories, stories and

relationships that, taken together, account for a consumer’s

decision to choose one product or service over another. If the

consumer (whether it’s a business, a buyer, a voter or a donor)

doesn’t pay a premium, make a selection or spread the word, then

no brand value exists for that consumer.” - Seth Godin’s definition


What is a brand?

• “A brand should be treated like a person, with a set

of beliefs, values and moral compass. Brands

should make decisions for the life of the brand, not

just its current place in time.”

– Steve Keating, Director of Design, Running/Golf, Puma


Global Consistency

• Media/messaging no longer has boundaries

• Internet, social media, Google has wiped them out

• Consistency across states, regions and countries is

more important than ever


Reputation

It’s not what you

say you are


Reputation

It’s what other people

say when you leave

the room


Tell me what you think


Meet our competition


How about this


Vermont

Activate Brain

11

Process

TODAY

Methodology

Organization Interviews

Athlete & Volunteer Interviews

Questionnaire (29 worldwide)

Desk research


Global Reach - Interviews

Brand Identity

• Stories

• Mission

• Farmers Market Speech (Elevator Speech)

• Common Ground


Stories

• Stories are core to what make a brand successful

• Our Story


Once upon a time...a long long time ago ...

Mission


Farmers Market Speech (elevator speech)

Special Olympics Vermont is part of a global movement

that works year round to foster inclusion and

acceptance of people with intellectual disabilities by

using the power of sport to showcase their gifts and

abilities.


Revealing the champion in all of us.

Brand Management

“The humble brand understands

that it needs to re-earn

attention, re-earn loyalty and

reconnect with its audience as if

every day is the first day.”- Seth Godin


Vermont

Show me

21

Visual Identity - Simplify

•Simplify

(Easier to use, understand, apply)

•Humanize

(Consider the aesthetics to reflect personality)

•Evolve

(Build on areas of visual equity)

•Acknowledge diversity

(Facilitate brand architecture)


Mark and SOVT


Equity in our Symbol

Core Brand Marks

• International Brand Mark (show SO Logo)

• Accredited Program Mark (show SOVT logo)


Color


Type


Curve


Vermont

In action…

29

Stationery


Local Programs and Teams


Local Programs and Teams


Local Team

Localized

Program

Standardized

Sub-Brands


Brand Identities Overview


Resources

• The typeface can be downloaded for free from

http://font.ubuntu.com/

• Logos are already loaded onto your flash drive

• All resources will also be found on the new SOVT

forum


http://font.ubuntu.com/

Timeframe

• SOI has required compliance by 2015

• To ensure compliance for SOVT, our goal is 2014


Changes are a comin’

• New website

• Stationery

• Competition banners

• Fundraising event branding


Approval Process

• WE ARE NOT BRAND POLICE

However…

We are working on creating an approval process to

help programs with all of their brand needs

Please make a list or send me a note to help with

transition = [email protected]


mailto:[email protected]

Tying it up

• Investment in our future

• Elevates SO brand/organization in global world to

compete

• Credibility to the sport and our athletes


Vermont

Thank you.

40

sovt all one conference - brand

Investor Relations