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Branding
 Branding your Parks and Recreation Agency
 How to be distinct
 By Dirk Richwine, CPRE
Branding
 What are we going to talk about today?
 What branding is not
 What branding is
 Benefits of strong branding
 How to identify your brand
 How to build a brand
 Training for staff
Branding
 What branding is not
 Logo
 Fancy tag line
 False promises that do not work
Branding
 What is branding?
 Ability to influence behavior
 The consumer has developed emotion attachments to your brand
 Brand experience does not change
 Brand promise and consistency
Three rules of branding
 People gain confidence in brands that present themselves consistently
 People expect your brand voice to reflect your brand’s voice and character
 People trust agencies more when the core message of communications in
insync with the brand
Influencing public perception
 Reputation built upon actions how we spend money, what we do, what we
deliver, its what people perceive about what we do.
 Brand a deliberate effort to influence perception- authentically built upon
what people really feel about us and upon what we want them to fell about
us.
 Perception
Goals of a Brand
 Communicates who you are
 Communicates what you offer
 Increases overall business
 Increases awareness by becoming recognizable
 Increases professionalism with a consistent message
 Adds credibility to your organization
 Decreases confusion about your message.
Benefits of a good brand
 Makes selling easier
 Prevail of no name offerings
 Premium pricing
 Higher market share
 Lower employee turnover
Branding
 Your brand is a promise that must be reinforced every time people come in contact
with any facet of your organization
 Your brand must accurately reflect the core beliefs of your organization, your
leadership and all who deliver your brand experience to customers
 Consistency builds the brand whether staff, service, website marketing
communications, news coverage, social media or any form of brand encounter or
experience must consistently convey your brand promise and contribute to your
goals
Branding cycle
 Product definition
 Positioning
 Promise
 Presentation
 Persistence
 Perception analysis
Branding
 Identify your brand
 Who are you?
 What is your current brand?
 Do you customers perceive you brand as you do?
Identify seven words that describe your
brand
 Fun
 Inspiring
 Respected
 Passionate
 Sustainable
 Playful
 Friendly
 Trustworthy
 Embracing
 Conscientious
 Down to Earth
 Caring
 Approachable
 Progressive
 Innovative
Branding
 How would you describe your brand in an elevator speech?
Candid look at what customers think
about you?
 What motivates your customers to a purchase decision?
 How do they approach your business?
 How do they purchase?
How do you build your brand
 Mission
 Vision
 Brand Identity
What makes a good brand?
 Tells the story of the organization (“about us”, “purpose”, “history”, and
other pages in your website can do this.
 Does it strike a cord with customers
 Buying is an emotional attachment
 Is it memorable
 Catchy
 Concise (think short domain names)
 Focused (does it say what you do?)
Targeting customers
 Who is you demographic
 How do they find out about you?
 How do they perceive you?
What makes a good brand identity
 Clean uncomplicated logo
 Can be seen from a distance
 No use of primary colors (basic red, blue, green)
 No use of windows fonts
 Should have either bolds fonts or a primitive shape
Elements of solid brand program
 Logo
 Black and white version for vinyl signage
 Color scheme
 Font choices
 Tagline/ Slogan
 Email signatures for staff
 Mass email with branding
 Print materials
 Professional photography
 Signage and displays
 Light pole flags
 Signs at parks
Adoption of Brand Strategy
 Discuss brand internally with your team
Execution of brand strategy
 Does your staff understand your message
 Do they know your tagline, website, etc?
 Do you give your staff the tools they need?
 Logos
 Print materials
 Master forms
 Business cards
 Email addresses
Design guidelines/style guide
 Vision and Mission
 Brand statement
 Logo usage
 Tagline usage
 Color palette
 Fonts
 Graphic elements
 Layout guidelines
 Flyers
 Posters
 Ads
Branding as a Business Tool
Training staff
What everyone needs to know
Presenting your brand’s market position
Promoting your brand promise
Conveying brand character
Branding
 Questions
 Thank you
 Dirk Richwine, CPRE
 Dirk@DirkRichwine.com
 702-321-7861

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Branding as a Business Tool

  • 1. Branding  Branding your Parks and Recreation Agency  How to be distinct  By Dirk Richwine, CPRE
  • 2. Branding  What are we going to talk about today?  What branding is not  What branding is  Benefits of strong branding  How to identify your brand  How to build a brand  Training for staff
  • 3. Branding  What branding is not  Logo  Fancy tag line  False promises that do not work
  • 4. Branding  What is branding?  Ability to influence behavior  The consumer has developed emotion attachments to your brand  Brand experience does not change  Brand promise and consistency
  • 5. Three rules of branding  People gain confidence in brands that present themselves consistently  People expect your brand voice to reflect your brand’s voice and character  People trust agencies more when the core message of communications in insync with the brand
  • 6. Influencing public perception  Reputation built upon actions how we spend money, what we do, what we deliver, its what people perceive about what we do.  Brand a deliberate effort to influence perception- authentically built upon what people really feel about us and upon what we want them to fell about us.  Perception
  • 7. Goals of a Brand  Communicates who you are  Communicates what you offer  Increases overall business  Increases awareness by becoming recognizable  Increases professionalism with a consistent message  Adds credibility to your organization  Decreases confusion about your message.
  • 8. Benefits of a good brand  Makes selling easier  Prevail of no name offerings  Premium pricing  Higher market share  Lower employee turnover
  • 9. Branding  Your brand is a promise that must be reinforced every time people come in contact with any facet of your organization  Your brand must accurately reflect the core beliefs of your organization, your leadership and all who deliver your brand experience to customers  Consistency builds the brand whether staff, service, website marketing communications, news coverage, social media or any form of brand encounter or experience must consistently convey your brand promise and contribute to your goals
  • 10. Branding cycle  Product definition  Positioning  Promise  Presentation  Persistence  Perception analysis
  • 11. Branding  Identify your brand  Who are you?  What is your current brand?  Do you customers perceive you brand as you do?
  • 12. Identify seven words that describe your brand  Fun  Inspiring  Respected  Passionate  Sustainable  Playful  Friendly  Trustworthy  Embracing  Conscientious  Down to Earth  Caring  Approachable  Progressive  Innovative
  • 13. Branding  How would you describe your brand in an elevator speech?
  • 14. Candid look at what customers think about you?  What motivates your customers to a purchase decision?  How do they approach your business?  How do they purchase?
  • 15. How do you build your brand  Mission  Vision  Brand Identity
  • 16. What makes a good brand?  Tells the story of the organization (“about us”, “purpose”, “history”, and other pages in your website can do this.  Does it strike a cord with customers  Buying is an emotional attachment  Is it memorable  Catchy  Concise (think short domain names)  Focused (does it say what you do?)
  • 17. Targeting customers  Who is you demographic  How do they find out about you?  How do they perceive you?
  • 18. What makes a good brand identity  Clean uncomplicated logo  Can be seen from a distance  No use of primary colors (basic red, blue, green)  No use of windows fonts  Should have either bolds fonts or a primitive shape
  • 19. Elements of solid brand program  Logo  Black and white version for vinyl signage  Color scheme  Font choices  Tagline/ Slogan  Email signatures for staff  Mass email with branding  Print materials  Professional photography  Signage and displays  Light pole flags  Signs at parks
  • 20. Adoption of Brand Strategy  Discuss brand internally with your team
  • 21. Execution of brand strategy  Does your staff understand your message  Do they know your tagline, website, etc?  Do you give your staff the tools they need?  Logos  Print materials  Master forms  Business cards  Email addresses
  • 22. Design guidelines/style guide  Vision and Mission  Brand statement  Logo usage  Tagline usage  Color palette  Fonts  Graphic elements  Layout guidelines  Flyers  Posters  Ads
  • 24. Training staff What everyone needs to know Presenting your brand’s market position Promoting your brand promise Conveying brand character
  • 25. Branding  Questions  Thank you  Dirk Richwine, CPRE  Dirk@DirkRichwine.com  702-321-7861