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Profile raising: the power of your brand
- 2. • Kim Cable, Director of Markethub Marketing and Fundraising Services; and Communications and Marketing Manager at Community Waikato Introduction
- 3. What we will cover • What is a brand? • Why is a brand important? • How to raise your brand profile
- 4. A brand is not a logo What is a brand?
- 5. A brand is not a product or a service What is a brand?
- 6. An emotional connection A brand simply put, is what a person FEELS when they come into contact with any part of your organisation. This may be your customer service, your product, your advertising, the look of your business, your logo… anything that makes them aware of you What is a brand?
- 7. What is a brand? So… Your brand is not what YOU say it is… Your brand is what THEY say it is Brands are defined by individuals, not by companies.
- 9. Why is it important to manage your brand? • When you interact with people, both online and offline, they’ll build up an image of who you are over time. • You want to be in control of all of those impressions.
- 10. Why leave your professional brand to chance? • You should manage your organisations brand to ensure the impression people have of your organisation is one you want them to have
- 11. The brand gap What people think about us What we want people to think about us THE BRAND GAP
- 12. Why do we care about branding? • When it comes to choosing what causes to support, or what products and services to purchase people have too many choices • A brand differentiates you • Consumers base their buying and spending choices on trust
- 13. TRUST “I feel confident they make the best use of each dollar donated” Female, 55-59, Waikato “St John acted fast and is the reason my ten- week-old son made it into this world.” Female, 25-29, Canterbury St John: 2014 Winner of most trusted charities brand NZ
- 14. Why do we care about branding? • It is important to know yourself to sell yourself • When you are passionate about what you do, and know the value of your organisation it is easier to sell yourself and attract funding and support
- 15. Why do we care about branding? • If you want to make a change you have to have a presence
- 16. Branding adds value Brands have a dollar value
- 17. The billion dollar brand club In US (millions)
- 18. The Coca Cola Story
- 19. Branding adds value A brand is therefore a powerful strategic tool
- 20. Creating a strong brand Plan your marketing
- 21. Marketing Strategy The approach you will take to achieve your goals e.g. promote our charity event to local families
- 22. Brand tone Your tone of voice throughout all communications, tailored to your target audience
- 23. Visual Identity The visual elements of your brand
- 24. Raising your profile Raising your profile is about your organisation: • Creating a clear and compelling proposition (elevator pitch) • Understanding your unique selling points (USP) • Understanding the needs of the people you are trying to reach (your target audience) • Finding the right ways to communicate your clear and compelling proposition and your USP to your target audience
- 25. Create a clear and compelling proposition Know who you are Know what you do Know why it matters
- 28. Unique Selling Points The ways your organisations service is different to anyone else's service, and why it is important
- 29. Target Audience The people you want to communicate with Donors Board Funders Government Beneficiaries Maori Local families Community Sector Sponsors
- 30. Communication tools Press releases Billboard Advertisements Facebook E-newsletter/ email Banner Website Guest speaker Letter to the editor Community noticesBlog
- 31. Be Creative Creative ideas that capture the essence of your brand
- 32. Be Different
- 33. Be Customer Focused/ Donor centric Involve your Audience Bring your audience into the creative process Create a dialogue with them, rather than one way communication Your Organisation Message Consumer
- 35. Brand awareness The more you increase your profile, the more you will raise your brand awareness
- 36. What we covered • What is a brand? • Why is a brand important? • How to raise your brand profile?
- 37. Now what • Develop your marketing plan, and determine your brand tone and visual identity • Create your clear and compelling proposition • Identify your Unique Selling points • Define your target audience • Choose which communication strategies will work best • Take into account your resources (time, budget)
Hinweis der Redaktion
- Based in Hamilton, Markethub provides marketing, communications and fundraising services, specialising in non profit organisations. I have recently started a part time position as the Marketing and Communications Manager at Community Waikato.
- This presentation will give you some basic skills to raise your profile and improve your brand awareness The information that you will learn will help you succeed professionally, regardless of what industry you work in. The skills apply across all sectors. A brand is important to any organisation, and not just those with the big marketing bucks. Because it can be seen as taking time and money away from helping people, community organisations often devote little or no time to developing their own brands – but in fact you should do the opposite.
- Let’s be clear on what a brand is.
- Every single person in your organisation contributes towards building your brand. This includes your volunteers, board, everyone that is associated with being a part of your organisation. The way they greet people when they answer the phone, the service you deliver, the look of your brochures…every touchpoint to your organisation helps people to build an impression about you, builds your brand.
- Brands are based on authenticity. They are based on who we are most of the time.
- These logos are a visual representation of your brand. They symbolize something. Logos (sometimes called brands) act as a reminder to people of your brand. Discuss: What thoughts come to mind when we think of some brands?
- Everything has a brand. Social media has made the way we communicate and who we communicate with increase exponentially. This brings huge opportunities to establish our brand to a wide audience. It also means that management of our brands is more important than ever. Exercise in pairs or 3s. We all have a personal brand – these are the impressions people have of us. Introduce yourself to someone near you and tell them what you think their brand is in one or two words. A brand is determined by the impressions people have of you over time First impressions are also important, because they may determine whether you have the opportunity for building a relationship in the first place. A 1st impression is a snap decision. Sometimes we stereotype about a person when we first come into contact with them. A first impression may determine whether we have a chance at building a relationship with a person. If we personally, or as an organisation make a terrible first impression, that may be the only chance we get. e.g. we are perceived as rude when answering the phone. A brand is determined by how we are perceived most of the time. First impression are important, however, it is those impression that are developed over time that really determine your brand. E.g. she’s a good mum, he seems like a hard worker, she’s really smart, he’s a bit lazy, she’s a gossip etc.
- We manage our personal brands by ensuring we manage what information we share with people.
- It is important to talk to people THAT MATTER TO YOU and ensure your understanding of your organisation is accurate. That we are living our values. A successful brand closes the gap. So what people think of us is the same as what we want people to think of us, we have a good brand. It is necessary to do the thinking around both of these things. Pay attention to the comments you receive – both compliments and complaints. Know who your target audience are and talk to them
- It could be as a donor I want to support a good cause, but there are so many to choose from. How do I make this choice? It comes down to who has a good brand (who I emotionally connect with) and who I trust
- Trust comes from meeting and beating peoples expectations Build a brand that people trust As a customer/a donor/ a client I expect you to keep your promises. If you say you are doing a fundraiser for a particular purpose, and I give a donation, then I find out you don’t actually use my donation for the reason you say you will, you will lose my trust.
- Knowing yourself involves an understanding of how you are perceived by your target audience – knowing the value of your brand. Knowing and believing in yourself makes it easier to write that case for support to funders and donors.
- We are in the sector for making change, but you need to have a voice to push for change. When we have a presence, our message is heard.
- A great brand helps you to attract funding and support
- There has been work done to work out the dollar value of brands The Brand Finance US 500 2014 rank the value of brands by looking at estimating the future revenue attributable to a brand and calculating a royalty rate that would be charged for the use of the brand. Yes these are big corporate giants. How is this applicable to us? They follow the same philosophy to build their brand that we do. Building a strong brand isn’t about how large our marketing budget is. It’s about making an emotional connection. Live your values, do what you do well, and communicate it in the right way.
- The community services sector has an advantage over the corporate sector. We have stories that already connect with people emotionally. We just need to tell these stories in a compelling way. Corporate businesses need to create these stories –e.g. Coca Cola is not a product, it is a way of life. Coca Cola don’t emphasise the attributes of the product. They emphasise how the product will make you FEEL. If I open a bottle of Coca Cola I will feel HAPPY. And I like to be happy. Community sector – we change lives, save lives, transform lives – we improve society in some way. We have the ingredients needed to make emotional connections and have great brands
- A good brand helps us connect with peoples heart and minds. When we do this we have a better chance of raising awareness of our cause and attracting funding/ support.
- Develop a marketing plan. Bring together your marketing strategy, brand tone, and visual identity. Strategic thinking meets creative design.
- The marketing strategy may then determine a number of tactics you will undertake as part of your marketing efforts to achieve your goals…. e.g. Run an ad in the local paper on Friday Send an email targeting families in our database
- This includes your copy writing on communications, the way your staff interact with others – e.g. how they answer the phone e.g. If you have determined that being friendly and accessible is important, then ensure you communicate in a friendly and accessible way. Be mindful that your audience may not understanding internal industry speak. Terms you are familiar with, may not be familiar to your audience.
- Visual Identity – this includes logo/ design/ advertisements – the look of any communications
- A clear and compelling proposition is your ‘elevator speech’. Be able to communicate in a clear and concise way who you are, what you do, and why it matters.
- I have put some pictures up for those who I think have a clear and compelling proposition Who are they What do they do Why does I matter WaterAid is an international charity that transforms lives by improving access to safe water, hygiene and sanitation.
- Discuss what you think the compelling proposition is for this image? Onemen are improving human rights for Women in India by joining the fight against Human Trafficking. Women are not commodities EXERCISE: What is your clear and compelling proposition? Again in pairs or 3s.
- Different to your clear and compelling proposition, USP focus on aspects of your business, and identify what makes you unique, stand out from others. Examples of questions you may ask yourself to determine your unique selling points. What services do you provide that others don’t? What area/ age group your service meets the needs of? What needs your service meets in the sector? Ways your service is successful? How long have you been in operation? Is your service visionary in some way? Use these to help determine key messages you want to communicate to your audience. Trade Aid Key messages in advertising – Gifts that feel good; Made by people; e.g. We are the only organisation in the region to deliver a particular service
- There are different ways to segment your audience – you could do it by demography; or by behavioural needs Identify your target audience you want to reach and what USP or key messages will be appropriate to this audience and will raise your profile in the desired way e.g. offer free services for families Service specifically serves the needs of Maori We have operated for 50 years – have a proven history If there is one exercise to take away from today. If you don’t know who your target audience is, go away and brainstorm with your team. Don’t say everyone. The more targeted you can be, the more chance you have of reaching your audience and communicating to them in a meaningful way.
- There are many ways to communicate. It is about finding the ways that have the most impact with your target audience, that sit within your budget The communication tools you use will depend on who you want to reach. Be clear about who your audience is, think about what they read, where they shop, what their hobbies are, whether they use social media. Choose communication tools and channels that are likely to reach them. Your marketing and communication strategies will be determined also by your budget. Free is great, but you may need to be prepared to pay to ensure your message reaches your target audience e.g. it may be free to put a noticeboard up in the local library, but this is pointless if your target audience are not likely to visit the local library. Limited resource – so prioritise. Target those who are your best bet first.
- We know what we want to say, to who and what communication tools to use to do it….time to produce the actual communication and BE CREATIVE. Creativity is what makes your brand MAGIC. Coming up with creative ideas is not something you can do on the spot.. Creativity does not come on demand; but it can be nurtured by brainstorming, involving creative thinkers Something to do when you go back to the office – creative activities, before a brainstorm session, draw a new New Zealand flag and talk about what it means to you. Anything to get the creative juices flowing. Be comfortable to give it a go, and ensure a safe environment – i.e. no one will put down others creativity.
- Our brains act as filters to protect us from too much information. We’re hardwired to notice what’s different. If everyone is doing an appeal at the same time in the same way, people will feel donor fatigue. Think of ways to be different to the rest. Have amazing graphics Use clever language Run competitions Be interesting Be informative Tell your story in a compelling way that makes it difficult for people to turn away.
- Identify your target audience, then ways you can have two way communications with them. An open conversation helps you to Maintain ongoing relationships with your audience. It helps you to understand them, and them to understand you. It helps lessen the brand gap Maybe you can communicate through – social media/ enewsletters/ taking note of everyday interactions/ ask advice/ ask for feedback/ surveys, phone calls Listen to them – they are afterall the whole point of why your organisation exists.
- Sponsors: I have chosen to highlight those I think work well. Choose sponsor partners whose values align with your own. If there is a disconnect, this can damage your brand. E.g. if you are a health organisation and you partner with a tobacco organisation for sponsorship, this could possibly damage your brand. Sponsorship is different to grants and no string donations. Sponsorship is a transaction that has commercial value to your sponsors. Many of us apply to gaming foundations for funding and may think – isn’t that bad brand alignment? This isn’t however sponsorship, it is a requirement by Govt that these organisation give something back to the community they operate in – and they do not get benefits from the funding arrangement. Know your value to sponsors. You are helping them by strengthening their brand through association with yours. And strong brands have a $ value. Supporting your causes helps your sponsor to connect emotionally with their audience. It helps them build their brand story. The sponsorship also gives them connection to your audience, so may help them to broaden theirs. 15mins
- Brand awareness: the extent to which your target audience are familiar with the qualities or image of your particular services. (the more people will know about you, and have an opinion of you)
- Those are the elements you need to know to raise profile and increase brand profile.
- Now I will introduce you to Heather Moore from Volunteering Waikato who went through a successful branding exercise