The document provides tips and guidance on branding. It defines branding as a promise and experience that people come to expect from an organization. A strong brand is distinctive, inspires people, stands for something, and is selective in its audience. The document emphasizes that branding must be cultivated over time through consistency and by managing perceptions. It provides numerous tips for building, managing, and strengthening an organizational brand, including creating brand champions, identifying a brand manager, integrating branding across all communication channels, appealing to emotions, allocating an appropriate budget, and identifying metrics to measure success.

1. (Re)introduction to Branding

2. Donna Bowling, Mastermind
Lisa Jordan, Wise Woman
www.mindpowerinc.com

3. hey y’all

4. Branding isblah blah blah blah blah blah purpose blah blah
blah blah blah blah blah blah blah blah blah blah promise blah blah blah
blah blah blah blah blah strategy blah blah blah blah blah blah blah blah
blah blah blah blah blah blah blah blah blah blah blah vision blah blah
blah blah blah blah blah blah blah blah blah blah blah blah blah blah
blah blah mission blah blah blah blah blah blah blah blah blah blah blah

6. First: let’s chat about
what branding is not.

8. Branding is not a
standards manual

9. [use your mindpower]
logo test

10. Branding is not
a logo.

11. Kids who get into chemistry
get into college.
And kids who get into college earn an
additional $500,000 (or more!) during
their working career than those without
a degree. For a free parent guide filled with
tips on getting your kid fired up about math
and science, visit our website:
m A t h s c i e n c e s u c c e s s . o r g
An initiative of georgia’s Partnership for reform in science and mathematics, supported by the national science Foundation
under cooperative Agreement number: ehr-0314953. Any opinions, findings, and conclusions or recommendations expressed in
this advertisement are those of the author(s) and do not necessarily reflect the views of the national science Foundation.
georgia Power is a proud sponsor of the Partnership for reform in science and mathematics.
georgia Power is a proud sponsor of the Partnership for reform in science and mathematics.
She’s not afraid of spiders,
snakes, or science.
Especially not science.
Why? Because she got interested
in it early. now she’ll keep taking math
and science courses, which will give her
far more opportunities later on. For tips
on keeping your kid on track, go to:
m A t h s c i e n c e s u c c e s s . o r g
southern company is a proud sponsor of the Partnership for reform in science and mathematics.
By the time your child enters the workforce,
almost every good job will require technical
skills. Your job? to make sure your kid
stays interested and keeps taking the
tough courses. For tips, go to:
m A t h s c i e n c e s u c c e s s . o r g
You don’t have to
know calculus.
Just make sure I do.
coca-cola is a proud sponsor of the Partnership for reform in science and mathematics.

12. Branding is not
an ad campaign

13. [use your mindpower]
tagline test

14. What happens here, stays here.
Just do it.
The pause that refreshes.
Think different.
Think small.
Takes a licking and keeps on ticking.
A diamond is forever.
Betcha can’t eat just one.
When it rains it pours.
Leave the driving to us.
The toughest job you’ll ever love.
We answer to a higher authority.

15. What happens here, stays here.
Just do it.
The pause that refreshes.
Think different.
Think small.
Takes a licking and keeps on ticking.
A diamond is forever.
Betcha can’t eat just one.
When it rains it pours.
Leave the driving to us.
The toughest job you’ll ever love.
We answer to a higher authority.
Las Vegas Tourism

16. What happens here, stays here.
Just do it.
The pause that refreshes.
Think different.
Think small.
Takes a licking and keeps on ticking.
A diamond is forever.
Betcha can’t eat just one.
When it rains it pours.
Leave the driving to us.
The toughest job you’ll ever love.
We answer to a higher authority.
Las Vegas Tourism
Nike

17. What happens here, stays here.
Just do it.
The pause that refreshes.
Think different.
Think small.
Takes a licking and keeps on ticking.
A diamond is forever.
Betcha can’t eat just one.
When it rains it pours.
Leave the driving to us.
The toughest job you’ll ever love.
We answer to a higher authority.
Las Vegas Tourism
Nike
Coca-Cola

18. What happens here, stays here.
Just do it.
The pause that refreshes.
Think different.
Think small.
Takes a licking and keeps on ticking.
A diamond is forever.
Betcha can’t eat just one.
When it rains it pours.
Leave the driving to us.
The toughest job you’ll ever love.
We answer to a higher authority.
Las Vegas Tourism
Nike
Coca-Cola
Apple

19. What happens here, stays here.
Just do it.
The pause that refreshes.
Think different.
Think small.
Takes a licking and keeps on ticking.
A diamond is forever.
Betcha can’t eat just one.
When it rains it pours.
Leave the driving to us.
The toughest job you’ll ever love.
We answer to a higher authority.
Las Vegas Tourism
Nike
Coca-Cola
Apple
Volkswagen

20. What happens here, stays here.
Just do it.
The pause that refreshes.
Think different.
Think small.
Takes a licking and keeps on ticking.
A diamond is forever.
Betcha can’t eat just one.
When it rains it pours.
Leave the driving to us.
The toughest job you’ll ever love.
We answer to a higher authority.
Las Vegas Tourism
Nike
Coca-Cola
Apple
Volkswagen
Timex

21. What happens here, stays here.
Just do it.
The pause that refreshes.
Think different.
Think small.
Takes a licking and keeps on ticking.
A diamond is forever.
Betcha can’t eat just one.
When it rains it pours.
Leave the driving to us.
The toughest job you’ll ever love.
We answer to a higher authority.
Las Vegas Tourism
Nike
Coca-Cola
Apple
Volkswagen
Timex
De Beers

22. What happens here, stays here.
Just do it.
The pause that refreshes.
Think different.
Think small.
Takes a licking and keeps on ticking.
A diamond is forever.
Betcha can’t eat just one.
When it rains it pours.
Leave the driving to us.
The toughest job you’ll ever love.
We answer to a higher authority.
Las Vegas Tourism
Nike
Coca-Cola
Apple
Volkswagen
Timex
De Beers
Lay’s Potato Chips

23. What happens here, stays here.
Just do it.
The pause that refreshes.
Think different.
Think small.
Takes a licking and keeps on ticking.
A diamond is forever.
Betcha can’t eat just one.
When it rains it pours.
Leave the driving to us.
The toughest job you’ll ever love.
We answer to a higher authority.
Las Vegas Tourism
Nike
Coca-Cola
Apple
Volkswagen
Timex
De Beers
Lay’s Potato Chips
Morton Salt

24. What happens here, stays here.
Just do it.
The pause that refreshes.
Think different.
Think small.
Takes a licking and keeps on ticking.
A diamond is forever.
Betcha can’t eat just one.
When it rains it pours.
Leave the driving to us.
The toughest job you’ll ever love.
We answer to a higher authority.
Las Vegas Tourism
Nike
Coca-Cola
Apple
Volkswagen
Timex
De Beers
Lay’s Potato Chips
Morton Salt
Greyhound

25. What happens here, stays here.
Just do it.
The pause that refreshes.
Think different.
Think small.
Takes a licking and keeps on ticking.
A diamond is forever.
Betcha can’t eat just one.
When it rains it pours.
Leave the driving to us.
The toughest job you’ll ever love.
We answer to a higher authority.
Las Vegas Tourism
Nike
Coca-Cola
Apple
Volkswagen
Timex
De Beers
Lay’s Potato Chips
Morton Salt
Greyhound
Peace Corps

26. What happens here, stays here.
Just do it.
The pause that refreshes.
Think different.
Think small.
Takes a licking and keeps on ticking.
A diamond is forever.
Betcha can’t eat just one.
When it rains it pours.
Leave the driving to us.
The toughest job you’ll ever love.
We answer to a higher authority.
Las Vegas Tourism
Nike
Coca-Cola
Apple
Volkswagen
Timex
De Beers
Lay’s Potato Chips
Morton Salt
Greyhound
Peace Corps
Hebrew National

27. Branding is not
a tagline

28. Okay then:
What is branding?

29. Long, long ago and far, far away

30. The word “brand” comes from the Norse word
“brandr,” which means “to burn.”

32. Not so long ago and not so far away

34. Brands existed to help manufacturers sell their mass-produced goods
• identify ownership
• insure honesty
• assure quality
• claim distinction
• create emotional bonding.

35. Today, brands fulfill an
individual’s need for affiliation
and identification.

37. Brands are about the consumer’s self-image.
Brands allow us to identify our selves, our values
and our lifestyles.

38. Great brands create (or reflect) a culture.
A culture in which people recognize themselves
or to which they are drawn.

39. Why is BRANDING so important?
• People have too many choices.
• Offerings have similar qualities and features.
• We tend to base our decisions on trust.
• Creates loyalty.

40. Our definition
of branding.

41. A brand is the promise and the experience
a person comes to expect from a product,
a service or an organization.

42. Your brand is your essence.
In fact, it’s really a fancy word for integrity.
A way of powerfully demonstrating in a unique way
that “we know who we are and
why we are here.”

43. Branding is the cultivation of “brand seeds”
planted by an organization. The seeds will grow
and develop in the minds of target audiences
(your students, your faculty, your donors) to
strengthen perceptions of your organization.

44. Branding inspires, moves and motivates people.

45. A strong brand leads.
Harley-Davidson doesn’t give a little piggy about
lightweight Japanese bikes

46. A strong brand stands for something.
Ben & Jerry’s

47. A strong brand is the one people choose even when
it costs more.
Starbucks

48. A strong brand is selective. It appeals to the few rather
than the masses.
Think Apple or Mercedes.

49. A strong brand doesn’t depend on convenience.
Most of Harvard’s students
aren’t from Massachusetts.

50. Cultivating your brand.

51. A brand is
DISTINCTIVE.

52. Uh-oh!

53. www.wordle.net

54. www.wordle.net

55. A truth about who you are
is not the same as a truth about
HOW YOU’RE DIFFERENT.

56. Despite good intentions, organizations
(particularly schools) dilute their message
so much internally that it becomes
meaningless externally.

57. Chances are, if everyone is satisfied,
no one is inspired – especially the
audiences the positioning is meant
to connect with.

58. If the choices aren’t hard,
you’re not doing it right.

59. What are the characteristics or qualities that really set
your school apart from all others?
Who are you?
What do you do?
Why does it matter?
(true doesn’t = different)

60. A brand is a
promise.

61. Your promise is a stated or implied pledge that creates
external expectations and internal responsibilities.
Everything you do should focus on delivering your
promise. What do you promise?
To faculty?
To students?
To families?

62. A brand is
unchanging.

63. Over time presidents, faculty and offerings will come
and go, but your brand will remain constant.
What is unchanging about your institution?
Why were you founded?
Why do you exist now?

64. A brand is
selective.

65. Marketing allows people to self-select.
Who IS your target audience?
Who do you serve?
Who should NOT consider your institution?
Are you willing to tell them to go away?

66. A brand is an
experience.

67. More than just words or colors or images, your
brand is the actual experience an individual has
with your school. It’s the sum total of all interactions
with your institution.
What experiences do you offer that reflect your brand?
What defines your experience?

68. Tips for building
& managing your brand

69. [use your mindpower]
What are the most
common misperceptions
about your institution?

70. Are you willing to address those
misperceptions head-on?

71. [use your mindpower]
Who are your primary competitors?

72. When the market hears your
competitors’ names, what
comes to mind?

73. [use your mindpower]
When the market hears
your institution’s name,
what comes to mind?

74. What would you like
them to think?

75. Tips for owning your brand

76. TIP: Manage your brand.
Brand building must be planned and executed as an ongoing process.
• Managing your brand will help focus and align internal initiatives,
from admissions to advancement.
• Find opportunities to weave in an experience or deliver visual cues.
• Monitoring and managing can help you identify opportunities
to further strengthen and improve your position.

77. TIP: Create brand champions.
Involve and educate internal audiences first.
• Recognize that faculty and staff are your most valuable asset.
• Re-educate/launch your branding efforts internally.
• Ensure internal audiences believe in your promise and understand
why you’re different.
• Build key messages into existing staff communication & training.
• Post the brand promise in visible locations throughout workspaces.
• Involve employees in brainstorming how you can bring your brand to life.
• Recognize and reward internal stakeholders who support
your brand’s promise.

78. TIP: Identify a brand manager.
Make one person responsible for developing and executing initiatives
that will increase brand awareness. Your brand manager:
• is a strategist who is always thinking “big picture”.
• is a planner who can be tactical.
• develops on-going recommendations for marketing mix elements and other
brand-building initiatives.
• is involved in institutional budgeting of marketing dollars.
• rallies the troops internally.
• keeps up with characteristics of the target market(s).
• sets the direction for the brand’s goals, strategies, tactics, and measurement.
• is accountable for ensuring the brand is woven into everything the school does.

79. TIP: Integrate. Integrate. Integrate.
Translate your brand promise into supporting BRAND Expression elements.
Make sure all systems support your brand’s message in multiple channels.
BE CONSISTENT.
• visual identity
• web & interactive media
• parent communications
• athletic marketing
• alumni relations
• media relations
• verbal messages
• public relations
• essence
• email and snail mail
• social media
• special events
• signage & way-finding
• vehicle graphics
• internal communications
• recruitment marketing
• promotions & sponsorships
• promise

80. TIP: Deliver the experience.
Everything you say or do will build – or weaken – your BRAND IMAGE and
affect how audiences perceive your brand.
• Identify all opportunities for stakeholder interaction (touch points).
• Integrate your message into every interaction and each “customer-facing” opportunity.
• Be intentional about delivering your brand’s promise.
• Be authentic (not all things to all people).
• Engage and captivate your audience.
• Create, revitalize, or reposition your brand through physical and
emotional experiences.
• Each experience should be consistent, personalized, and valuable.
• Expose yourself to other industries’ strategies, tactics, and tools.

81. TIP: Appeal to emotions. Tell stories.
• Don’t sell, but anticipate needs and questions your audience may ask.
• Offer solutions and emotional benefits.
• Keep your messages focused, simple, and succinct.
• Speak to value and benefit.
• Speak WITH your audience; not AT your audience: have conversations.
• Be STICKY.

82. TIP: Allocate an appropriate budget.
• Marketing budgets typically range from 2 – 4 percent of the
institution’s overall budget.
• Invest appropriately in the areas that attract the most resources to the school.
• If budgets are to be trimmed, be strategic (spare viable programs;
eliminate unsuccessful efforts).
• Consider cutting poorly executed tactics with little or no ROI.

83. TIP: Identify key metrics to measure success.
You can’t manage what you don’t measure.
• Provide tools for learning and improving efforts.
• Demonstrate success (which can secure additional resources for
brand building).
• Determine your own internal metrics for success (goal dependent).

84. TIP: Give it time.
Brands are built over time through consistency.
• Manage short-term targets for long-term results.
• Don’t get distracted.
• Continuously implement and reinforce your strategy.
• Ask for stakeholder feedback.

85. ???

86. thanks!