WorkOne CentersBranding Training

10-23-06

Goals/outcomes of today’s session:

• Discuss the importance of branding

• Communicate key messages

• Provide directions and tools to utilize the new materials

What is a brand?

A brand is...

Everything every employee says and does every day.

Your identity; the essence of your company.

Your company’s behavior and performance.

A strong brand can “own” a category.

CopierPizza delivery

KetchupFacial tissue

Overnight deliverySteak sauce

ChocolateComputer software

Athletic shoes

XeroxDomino’sHeinzKleenexFedExA-1Hershey’sMicrosoftNike

Why is a brand important?

• Describes

• Distinguishes

• Delivers your promise

• Drives business

Definitions

Brand: Whatever a person thinks of when he/she hears your organization’s name (products, service, reputation, image, feelings, etc.)

Brand promise: What your company commits to deliver consistently

Slogan/tagline: Verbal synopsis of the promise

Definitions

Position statement: A one-sentence statement of differentiation about your organization

Expanded position statement: 1-2 paragraphs describing and differentiating your organization

Logo: Visual representation of your organization Typographic treatment Mark (optional)

Visual identity system: Logo, slogan, color, paper, etc. working together consistently as a unit, spanning all visual materials

NikeBrand: Athletic innovation and inspiration.

Brand promise: Nike brings inspiration and innovation to every athlete in the world. Nike will make me an athlete.

Position statement: Nike, Inc. is the world’s leading designer, marketer and distributor of authentic athletic footwear, apparel, equipment and accessories for a wide variety of sports and fitness activities.

Personality: Exciting, spirited, cool, innovative, aggressive;into health and fitness and the pursuit of excellence.

Slogan: Just do it.

Logo:

YMCABrand: Fitness and personal development.

Brand promise: YMCA offers places and programs for my family and me to be healthier and stronger.

Position statement: The YMCA puts Christian principles into practice through programs that build healthy spirit, mind and body for all.

Personality: Values-based, family-oriented, no-frills, wholesome, accessible to all.

Slogan: We build strong kids, strong families, strong communities.

Logo:

The brand development process

The value of brand• Builds an emotional connection (trust) with your audience.

• Multiplies the value of your efforts by increasing loyalty.

• Guides you in making decisions.

• The best people want to be a part of a great identity experience.

Managing your brand

• Built over time, not over night• Delivers on the promise• Requires discipline and leadership• Internally, live it• Externally, communicate it

WorkOne’s brand promise

MAKE YOUR MOVETM

• Primary destination• Comprehensive resource• Upward-moving and dynamic visuals• Empowerment

Focus group highlights

• 2 focus groups – 1 job seeker group, 1 employer group (January 2006)

• Common themes and findings

• “Opportunity, access and hope”

Job seeker comments:

• Perception that Work One is unemployment office

• Lack of awareness

• Need for service and relationships

• Benefits of advertising, consistent messaging

• Positive response to “Make Your Move”

• “Opportunity, access and hope”

Employer comments:

• Lack of awareness, under utilized

• Inconsistent brand

• Message confusion/information gaps

• Work One equals job pool or unemployment versus resource for many services

• Positive response to “Make Your Move”

• “Opportunity, access and hope”

Comments on marketing materials:

• Keep brief, bullet points

• Direct to Web for more information

• Publicize “free”

• Emphasize messages boldly

• Consider testimonials and “real” photography

• Keep professional look and clean design

Position statement:

WorkOne is a comprehensive, statewide career and employment resource for job seekers and employers.

Key messages for job seekers:

• Job matching

• Career services

• Convenient and accessible

Key messages for employers:

• Economic impact

• Experienced and professional staff

• Partnerships

Small Group Activity

Break

Small Group Discussion

Continuing attributes: those you have and want to leverage

New attributes: those you want to own or achieve

Attributes to avoid: those you want to lose or avoid

Small group reports

Brand champions kit

• Overall rationale

• Visual brand

Brand champions kit

• Timeline and tips

• Brand portal

www.in.gov/dwd/brandportal

• Style guide

FAQs

Thank you.

Questions?