Introduction

1984• "A brand is a living entity - and it is enriched or undermined cumulatively over time, the product of a thousand small gestures“

Michael Eisner, former CEO Disney

Today’s Journey

1984

The Power of Branding

1984

What is a Brand?–What do you associate with the word

“brand”?– A little quiz

BUT A SUCCESSFUL BRAND GOES FAR BEYOND A LOGO.

The Power of Branding

“Ideally, as with the self-actualizing person, a company’s real self and its social self are in harmony. It’s called ‘living the brand.’”

“Ageless Marketing” David B. Wolfe and Robert E. Snyder

The Power of Branding

• Makes a distinctive promise to the marketplace and to its team members

• Drives a unique and compelling image that is consistent with that promise across actions, behaviors and communications

• Supports and encourages development of critical competencies that allow the organization to deliver on the promise now and into the future

The Authentic Brand

• Intentional and purposeful• Reflective of mission and values• Organic• Self-reinforcing• Dynamic• Engaging for the team

The Authentic Brand is

Step 1

Who Can Provide Insights?

• Residents• Prospects• Team Members• Board Members• Lost Prospects• Influencers• Competitors - Alternatives

PRODUCT CONSUMER

Step 3

THE COMMUNICATION STRATEGY

PROSPECTS

Who are they?

What is their stage in life?

What are their pressing concerns and challenges?

What are their dreams and aspirations?

What quality of life do they seek?

PRODUCT or SERVICE

What makes It different?

How does it compare to its competition?

Where does it fit in the marketplace?

What makes it better?

© Creating Results, LLC 2008

Self Exploration

Step 2

Your Customer’s Perfect Future Vision

• What is Your Customer’s Perfect Future Vision of Where They Would Like to Live?

• What Are You Providing That They Don’t Value?

Step 3

Engagement and Empowerment

© 2012 - Creating Results, LLC

© 2012 - Creating Results, LLC

Interactive Exercise

• Mission & Brand

Pick the 3 areas of:– Greatest

Alignment– Weakest

Alignment

Your Brand

Step 4

How can we build our brand and tell our story through the

stories of the people who make this community?

Persistence and Measurement

• Allow brand messaging to evolve• Understand that creating consistent

experience requires dedication over time• Constantly seek feedback• Embrace the value of regular research,

correlating intentional actions around culture and brand with organizational achievement

The Alchemy of Culture and Brand

• Culture is expressed in the every day habits of our organization and those in it

• Desired behaviors to support brand promises need clarity and clear articulation

• Authentic brands both emerge from and inspire culture

Creating Organizational Alignment

• Make team member development a priority• Be a learning organization versus a knowing

organization• Celebrate successes—be timely and

enthusiastic• Eradicate identified areas of misalignment• Challenge your own personal assumptions

about your organization

Brand/Mission Alignment Challenge– Are you consistently & visibly leading from the top?

– Are the right people on the bus & in the right seats?

– Do all investments support the brand?

– Do all procedures and processes support the brand?

– Do all marketing materials support the brand?

– Do all customer experiences support the brand?

– Are you using tough decisions as organization wide learning opportunities

– Do your customers and prospects accurately describe your brand promise?

– Is your story what your customers want to buy?

– Are you celebrating success?

– Are you demonstrating long-term commitment?

Today’s Journey

1984