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Branding: It’s not just for cattle

Those activities that help an organization/program/product stand out in the market place by expressing the organization’s/program’s/product’s benefits to target customers in a unique way that makes an emotional connection.

Definition: Branding:

Take the Humble Pencil

Describe the pencil

Branding is NOT

Just the logo designJust the color paletteJust the typefaceJust the tagline

Let’s have a little fun…

1. "You're soaking in it."a. Cascadeb. Dawnc. Palmolived. Ajax

2. "Ring around the collar."a. Tideb. Wiskc. Gaind. Arm & Hammer

Let’s have a little fun…

3. "Cleans like a white tornado." a. Cloroxb. Hooverc. Dirt Devild. Ajax

4. "Whatever you do to the rest of you, your face belongs to…."a. Noxzemab. Dovec. Ivoryd. L'Oreal

5. "Tastes good as fresh-perked."a. Mr. Coffeeb. Maxwell Housec. Taster's Choiced. Folgers Coffee

6. "Nothin' says lovin', like somethin' from the oven."a. Betty Crockerb. Pillsburyc. Jiffyd. Duncan Hines

7. "Our repairmen are the loneliest guys in town."a. Maytagb. Frigidairec. Whirlpoold. Kenmore

8. "More hold with less spray."a. VO5b. Aqua Netc. Suave d. Dove

9. "Does she or doesn't she?"a. Revlonb. Avonc. Clairold. Maidenform

10. "I can't believe I ate the whole thing."a. Pepto-Bismolb. Alka-Seltzerc. Pepcidd. Maalox

Who is the Customer?

Decision-maker…someone who influences and determines who uses/pays for goods and services

Purchaser…someone who pays for goods and services

Consumer…someone who uses or consumes the goods or services

When the customer is …

buying a new dress for herself she is the decision maker, the purchaser and the

consumer

buying diapers for her infant, she is: the decision maker and the purchaser, the

infant is the consumer

buying a prescription for her husband: his doctor is the decision maker, she is the

purchaser, her husband is the consumer.

Who is the Customer?

Lean CuisineStarbuck’s VIA Instant CoffeePampers DiapersCialisGrocery Delivery ServiceAccessible Transportation ServiceInformation and Referral Service/211

Who decides, who pays, who consumes?

Forgotten Decision Makers and Customers

Don’t forget to take into consideration… Referral Agents Spouses Family Members Others……

Visualize your customers Soccer Mom “Joe the Plumber”

Understand your Customer’s Psychology

What is the Product?

ConsumablesServicesExperiencesConcepts

McDonalds

Consumable Happy Meal

Service Happy Meal Toy

Experience McDonalds Playland

Concept A way to get kids to want to go to McDonalds, and

to pressure the family to do so A way to get parents to want to take their kids to

McDonalds, knowing that they will be occupied

Mothers Against Drunk Driving

Consumables T-shirts, bumper stickers, etc.

Services Curricula for Schools

Experiences Volunteerism, Leadership

Concepts Don’t drink and drive

What About Your Agency?

Take 5 minutes to think about the Consumables, Services, Experiences and Concepts of your agency.

Which is Which?

ESPN Zone – Experience or Consumable?

Volunteerism – Experience or Concept?

I & R – Experience, Concept or Service?

Features vs. Benefits

A feature is what your product is or does

A benefit is what is does for the customer

No one wants a ¼” drill bit…

What do they want?Something that can make a

hole for a ¼” screw

Features vs. Benefits

A feature is what your product is or does

A benefit is what is does for the customer

Take for instance the name-badgeribbons we are selling at the Friends of AIRS booth. What are some of the features? Benefits?

McDonald's Slogans Through the Years

Look for the Golden Arches – 1965The closest thing to home - 1967You deserve a break today – 1971Good time, great taste - 1988Food, folks and fun - 1990We love to see you smile – 2000I’m lovin’ it! - 2003

Coca Cola Slogans

For headache and exhaustion - 1900The favorite drink for ladies when thirsty,

weary and despondent - 1905It satisfies - 1910Around the corner from anywhere – 1927The pause that refreshes – 1929It’s the real thing – 1943A chore’s best friend – 1963Things go better with Coke – 1964Open Happiness - 2009

And many of us remember…

Competition

Who or what is the competition for the customers/clients we want

Who or what is the competition for the service we offer

Competition is not just other organizations or programs

Marketing Social ChangeChanging the ratio of benefits to costs

Increase the extent to which people believe they will get the benefits that they want

Decrease the extent to which people believe they will get the costs that they would like to avoid

Add new benefits

Decrease the perceived benefits and increase the perceived costs of the likely alternative

Good mothers get their children vaccinated

Increase the extent to which people believe they will get the benefits that they want Give the mother a framed certificate

identifying her as a good mother

Good mothers get their children vaccinated

Decrease the extent to which people believe they will get the costs that they would like to avoid Give the mother a gift to take home to the

father – a free meal, a t-shirt, a tool, etc.

Good mothers get their children vaccinated

Add new benefits Give mom a premium Pay mom to get the child immunized

Good mothers get their children vaccinated

Decrease the perceived benefits and increase the perceived costs of the likely alternative Husband will get mad whatever course you

take Show photos of children getting sick

because of not getting vaccinated. Shun mothers who don’t get

their children vaccinated.

Branding 101

Know the customerKnow the product and the benefitsMatch the specific product benefits to

the specific customerCreate an emotional connection

Branding – the Next Steps

Understand exactly what your brand isKnow what your competitors brands stand forKnow how your customers feel about your

brand

Do you feel your brand is as strong as it should be?

Do you understand what your intangible brand characteristics are?

Branding – the Next Steps

What is your brand promise? Is it important to customers? Are you delivering it?

How do your employees/members feel about your brand?

Is your brand promise in line with your organization’s core mission?

Let’s go back to the pencil…

Do the exercise again…