This document discusses branding for parks and recreation agencies. It defines what branding is, which is the ability to influence public perception and behavior through creating emotional attachments to an agency's offerings. Strong branding has several benefits, such as making marketing easier and commanding premium pricing. The document provides tips for agencies to identify their brand through their mission and values, build a brand identity with elements like logos and color schemes, and train staff to consistently convey the brand promise in all interactions. The goal of an effective branding strategy is to clearly communicate an agency's purpose and offerings in a memorable, focused way that resonates with customers.
Cricket Playbook for Growth Marketers: Adjust x Glance report
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
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
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