United Way of Canada — Branding – An Introduction

Stephen McGillPresident & Creative DirectorMcGill Buckley Intercreative Marketing

April 25, 2009

Presentation Overview

What Is A Brand?

How Is Non-Profit Branding Unique?

How Brands Are Built.

Growing Your Brand.

Keys To Branding Success.

Presentation Overview

Please feel free to ask questions at any time.

What Is A Brand?

A brand is a collection of perceptions in the mind of the audience.

What Is A Brand?

"A brand is a collection of perceptions in the mind of the audience.”

Your brand is not defined by what you think and feel it is defined by what your audiences think and feel.

What Is A Brand?

"A brand is a collection of perceptions in the mind of the audience.”

A Brand Is Intangible.

What Is A Brand?

"A brand is a collection of perceptions in the mind of the audience.”

A logo Is NOT a brand.

(Mind you… it is part of a brand)

What Is A Brand?

"A brand is a collection of perceptions in the mind of the audience.”

A brand is built through the experience it offers.

What Is A Brand?

"A brand is a collection of perceptions in the mind of the audience.”

A brand is built through the experience it offers.

A brand should reflect the culture of the organization.

What Is A Brand?

"A brand is a collection of perceptions in the mind of the audience.”

A brand is built through the experience it offers.

To be remembered a brand must connect on an emotional level.

What Is A Brand?

"A brand is a collection of perceptions in the mind of the audience.”

A brand is built through the experience it offers.

To be remembered a brand must connect on an emotional level.

A brand can be not loved.

A brand can be loved.

What Is A Brand?

"A brand is a collection of perceptions in the mind of the audience.”

A brand is built through the experience it offers.

To be remembered a brand must connect on an emotional level.

A brand can be… not loved.

What Is A Brand?

"A brand is a collection of perceptions in the mind of the audience.”

A brand is built through the experience it offers.

To be remembered a brand must connect on an emotional level.

A brand can be… not loved.

A brand can be one of an organizations biggest assets.

What Is A Brand?

"As the economy slumps, an organizations’ brand can become its most solid asset.”

- Business Week/Interbrand Study

What Is A Brand?

"A brand is a collection of perceptions in the mind of the audience.”

A brand is built through the experience it offers.

A brand can be… not loved.

The Coca Cola Brand was recently valued at $67 Billion…

… or, as much as all of their factories and equipment put together.

What Is A Brand?

"A brand is a collection of perceptions in the mind of the audience.”

A brand is built through the experience it offers.

A brand can be… not loved.

Google is the fastest growing brand in the world…

… now valued at over $25 billion.

Brand Perceptions

Audience Participation Time

Brand Perceptions

Brand Perceptions

Brand Perceptions

Brand Perceptions

Brand Perceptions

BILLY BOB THORNTON

How Is Non-Profit Branding Unique?

How Is Non-Profit Branding Unique?

They Are On The Side Of The Angels.

How Is Non-Profit Branding Unique?

There Is A Much Higher Trust Factor.

How Is Non-Profit Branding Unique?

The Missions Are Seen As Important.

How Is Non-Profit Branding Unique?

Making The Personal Connection Comes Easier.

How Is Non-Profit Branding Unique?

There Is A High Degree Of Emotional Investment.

How Is Non-Profit Branding Unique?

There Is Usually An Abundance Of Compelling Stories.

How Is Non-Profit Branding Unique?

For Profit Brands Want You… As Partners.

How Is Non-Profit Branding Unique?

Branding Is Not Widely Embraced.

(An Opportunity For The Innovators)

How Is Non-Profit Branding Unique?

Investing In The Brand Can Be A Very Tough Sell.

How Brands Are Built.

How Brands Are Built.

How Brands Are Built.

How Brands Are Built.

How Brands Are Built.

What Strong Brands Do They Help Their Audiences To Understand.

What Strong Brands Do They Help Their Audiences To Understand.

Who The Brand Is.

What Strong Brands Do They Help Their Audiences To Understand.

What The Brand Does.

What Strong Brands Do They Help Their Audiences To Understand.

Who The Brand Benefits.

What Strong Brands Do They Help Their Audiences To Understand.

What Makes The Brand Special.

What Strong Brands Do They Help Their Audiences To Understand.

Why The Brand “Matters”.

What Strong Brands Do

They Connect On An Emotional Level.

Growing Your Brand

Step 1: Learn As Much As You Can About What Your Audiences Think Of:

• You. • Your Mission.• Your Competition.• Your Reputation.

Growing Your Brand

Step 1: Learn As Much As You Can About What Your Audiences Think.

(In Other Words… Do Plenty Of Research)

• Qualitative• Quantitative• Formal• Informal

Talk to as many people as you can.

Growing Your Brand

Step 1: Learn As Much As You Can About What Your Audiences Think.

The end result is… you want to know how people “experience “ your brand.

Growing Your Brand

Step 2: Become Crystal Clear About What It Is You Do .

Growing Your Brand

Step 2: Become Crystal Clear About What It Is You Do .

What Services And Benefits Do You Offer? What Is Your Impact On The Community? What Kind Of Difference Do You Make In Peoples Lives? What Can People Expect From You? What Is Your Reputation?

Growing Your Brand

Step 3: Determine What You Need To Say And How You Want To Say It.

Growing Your Brand

Step 3: Determine What You Need To Say And How You Want To Say It.

Positioning Statement. Promise Of Value. Key Messages. Benefit Statements. Sound Bites. Slogan. Tone Of Voice.

Growing Your Brand

Step 4: Check Your Brand In The Mirror.

Growing Your Brand

Step 4: Check Your Brand In The Mirror.

Consistency Is Key. Visual Identity. Overall Look And Feel. Graphic Standards. Brand Architecture. Communication Vehicles.

Growing Your Brand

Step 5: Leverage Your Brand “Touch Points”.

Growing Your Brand

Step 5: Leverage Your Brand “Touch Points”.

Figure Out How And Where People Experience Your Brand. Optimize Existing Touch Points. Look For New Opportunities.

Unlocking Your Brand

Keys To Branding Success

Getting Internal Buy-In Is Absolutely Critical In The Process Of Branding.

Keys To Branding Success

Getting Internal Buy-In Is Absolutely Critical In The Process Of Branding.

Q: Why Are We Doing This?

Q: What Will The Benefits Be?

Q: How Will This Help Us?

Keys To Branding Success

Involve Your People In The Process.

Keys To Branding Success

Involve Your People In The Process.

• Build An Internal Brand Team.

• Make Sure That All Voices Are Being Heard.

• Identify And Support Your Brand Champions.

Keys To Branding Success

Branding MUST Be Supported By Senior Management.

Keys To Branding Success

Do Your Research.

It’s The Key To Understanding What People Think Of You.

Keys To Branding Success

Match Your Branding Objectives To Your Objectives For The Organization.

Keys To Branding Success

Make Branding A Long Term Commitment.

(Brands Are Not Built Overnight)

(Be Consistent)

Keys To Branding Success

Develop Your Own Voice.

Develop Your Own Look.

(Don’t Be A “Me Too” Brand)

Keys To Branding Success

Enjoy The Ride.

(Branding Can Be A Lot Of Fun… Really!)

Thankfully… The End.

Enjoy The Ride.

(Branding Can Be A Lot Of Fun… Really!)

Thank You For Inviting Me Here Today.

Most Of All… Thank You For The Difference You Are Making In Our Communities Across Canada.

Shameless Self Promotion

McGill Buckley is a bilingual integrated marketing agency with award-winning, peerless and frequently

called upon talents in assisting companies and organizations plan and carry out clutter-cutting, brand-building marketing, communication and

advertising programs.