Branding Bootcamp Insights

The Combine • April 7, 2016 • Branding BootcampThe Combine • April 7, 2016

2The Combine • April 7, 2016 • Branding Bootcamp
LAWSON
FOUNDATION
THE
The Lawson Foundation | Logo Design | 4-24-15 | Version 1a
Professional Care by Caring Professionals.
FOOD
ENVIRONMENT HEALTH/WELLNESS ARTS/CULTURE
COMMUNITYFOUNDATIONS EDUCATION

5
Brand Awareness Quiz
The Combine • April 7, 2016 • Branding Bootcamp

6
Brand Awareness Quiz (1)
What is a brand?

7
Have you determined
your brand values?
YES NO

8
Are you clear on the personality
of your brand?
YES NO

9
Have you ever asked your
customers about their
perception of your brand?
YES NO

10
Have you analyzed your
competitors' brands?
YES NO

11
Do you know what differentiates
your brand from the competition?
YES NO

12
Is your brand the leader
in its category?
YES NO

13
Does your company have an annual
marketing budget?
YES NO

14
Is your brand the first in anything?
YES NO

15
Are you clear on the results
your customers get from the
value you provide?
YES NO

16
Do you know the colors of your
competitors’ brand palette?
YES NO

17
Do you know the colors of your
brand palette?
YES NO

18
Do most of your sales come
from things other than the
lowest price?
YES NO

19
Are your internal
communications effective?
YES NO

20
Have you ever surveyed your
employees?
YES NO

21
customers?
YES NO

22
suppliers?
YES NO

23
Is your brand logo consistent
on your signs, business cards
and marketing?
YES NO

24
Do people rave about your company?
YES NO

25
Do you know who your
ideal customer is?
YES NO

26
Does your entire staff know your
brand story?
YES NO

27
Have you ever done an
internal brand audit?
YES NO

28
Does your company have a graphic
standards manual?
YES NO

29
Is your brand powerful enough
to attract a buyer of your company?
YES NO

30
Do your customers perceive your
brand as larger than it really is?
YES NO

31
Brand Awareness Quiz
Uh, starting with a clean slate?
You're in the right place.
Not bad...
Great! You know who you are!
What are you doing in this session?
0-5
5-10
10-15
15-20
20-25

32
Be authentically YOU

33

34

35
Big brands make bigger brain waves

36
What a strong brand can help you do
Stand out in the marketplace1
3
2 Create raving fans
Demand premium prices

37
What is a brand?
"…in the truest sense, the
synonym for brand is ‘reputation.’
It’s the power of a blend of ideas,
a sense of identity, and it helps
consumers make decisions in a
crowded marketplace."
— Robert Friedman,
fearlessbranding.com

38
Touchpoints
Logo
Exhibits
Radio Spot
Voicemail Message
Email Signature
Customer Service
Tradeshow Booth
Facility Appearance
Yard sign
Brochure
Ads
Packaging
PostersPostcard
Speeches
Blog
Social Media
Business Card
Promotional Fliers
Signage
Website
Brand

What makes branding work?

Logos get their power from the brand

Brands get their power from values
BRAND
VALUESARROW 1
ARROW 2
43

44
Hollow brands
Communication
Respect
Integrity

45
Brand values

46
ROI

47
Pre-branding worksheet
Pre-Branding Worksheet
The purpose of this quiz is to gauge and document your current branding and marketing situation, and
give us a yardstick by which to measure how much we were able to move the bar after our work together is
done. This list will be very important in helping us decide your marketing and branding priorities.
Which of the points below relate to you or your organization now, at this point in time? Check the
items below that apply to you:
❏ I am under a lot of pressure to produce or perform well in the marketplace/the public eye
❏ I have a lot of things on my plate, with many products, programs or services to promote
❏ I have a limited budget with which to do it
❏ My customers/clients/other audiences may be confused about what my brand represents❏ My own staff may be confused internally about what my brand represents
❏ I'm not happy with the reputation my organization has in the public eye
❏ I have some negative aspects to my reputation in the community
❏ I have no discernable reputation in the community
❏ I'm competing on price when it isn’t appropriate for my product/program/service to bejudged on price
❏ I’ve produced marketing materials and campaigns, either internally or with a firm/designer,
that looked great but didn’t increase my bottom line or ROI (Return on Investment)
❏ My tagline or marketing message makes people’s eyes glaze over. It’s confusing and doesn’t
help my sales, profitability, or visibility.
❏ I find it difficult to verbalize what really makes my organization different from the competi-
tion, or other organizations like mine
❏ My organization's success rests on the marketing decisions I make
info@stonesoupcreative.com
tel 212-721-9764
www.stonesoupcreative.com

48
You can't not brand...
Branding the organization is inevitable…
Simply by virtue of existing and interaction
with others, the organization is branding itself.
Therefore, branding is going to happen
whether the process is managed or not.
The choice is only whether to approach the
brand proactively, or ignore and deny it and
hope that the issue goes away.
—Dannielle Blumenthal, Ph.D.,
Blumenthal on Branding

49
The opportunity is there
+

50
How people buy

51
The African Food Shortage Crisis (A)
Food shortages in Malawi are affecting more than three
million children. In Zambia, severe rainfall deficits have
resulted in a 42% drop in maize production from 2000.
As a result, an estimated three million Zambians face hunger.
Four million Angolans — one-third of the population — have
been forced to flee their homes. More than 11 million people
in Ethiopia need immediate food assistance.

52
The African Food Shortage Crisis (B)
Any money that you donate will go to Rokia, a seven-year-old
girl who lives in Mali in Africa. Rokia is desperately poor and
faces a threat of severe hunger, even starvation. Her life will
be changed for the better as a result of your financial gift.
With your support, and the support of other caring spon-
sors, our organization will work with Rokia's family and other
members of the community to help feed and educate her,
and provide her with basic medical care.

53
Logic vs. emotion (C)
TheO'DayStudio
classes and private sessions with
Jane Gamble and Julie O'Day.
Located at 1650 Kendale Blvd., Suite 115
Opening July 1st.
-
email odaytherapy@gmail.com
or go to www.cehealing.com (517)862-2451GYROTONIC and GYROKINESIS are registered trademarks of Gyrotonic Sales Corp and are used with permission.
GYROTONIC GYROKINESIS

54
Logic vs. emotion (D)
1
2
3
4
5
6

55
The process
• A BRANDING TEAM is selected
• BRAND VALUES PERSONALITY determined
• IDEAL AUDIENCE defined
• Internal BRAND MESSAGE agreed upon
• BRAND POSITION crystalized
• VALIDATION RESEARCH conducted
• VISUAL MOOD developed
• COLOR ANALYSIS executed
• INTERNAL AUDIT developed
• STANDARDS MANUAL delivered

56
O'Day Studios case study

57
O'Day Studios case study - the situation
Gyrotonic Training is the main tool that we use
and it’s what we “sell” to the public. It is a format
for body mechanics retraining, based in strength
and flexibility work like yoga and pilates, but with
some qualitative differences. We have roughly 35
regular students who come every week. What I
know about them is that they LOVE us. They are
an amazing, loyal, appreciative bunch that keeps
all of us trainers inspired to grow the studio
more. But getting someone TO the studio in the
first place? Touuuuuugh…

58
O'Day Studios case study - the need
What I need most is help refining what
my product is so I can do a better job of
marketing it. I would like to build the repu-
tation of the studio on the outcomes of the
students rather than the tool we use to get
there. And I may not adequately understand
how my students are seeing it.

59
O'Day Studios case study - the need
OH GOD YES
I find it difficult to verbalize what really
makes my organization different from
the competition

60
O'Day Studios case study - Baseline Brainstorming
• What's in it for us to develop an authentic
brand for our organization?
• What's in it for me??
• Current Perceptions: How do I think the
organization is perceived, internally and
externally, at this moment?
• Desired Perceptions: How would I like the
organization to be perceived by our
people and our target audiences?
• Masterful
• Educational
• Profitable
• Authentic
• Humanistic
• Hard to find
• Expensive
• Elitist
• Confusing

61
O'Day Studios case study - Values Personality
Brand Values
• INTEGRITY
• NURTURING
• MENTORING
• VITALITY
Brand Personality
• GENUINE
• WARM
• CREATIVE
• PASSIONATE

62
O'Day Studios case study - Ideal Customer

63
O'Day Studios case study - Brand Message
Brand Message
O'Day Studios teaches healthy movement and body awareness in
a fun, playful and safe setting using GYROTONIC and GYROKINESIS
exercises. We foster conversation with our students about
movement, posture habits, and preventative habits.

64
O'Day Studios case study - Brand Positioning
“Supplying a reason to buy in
the minds of your customers”

65
O'Day Studios case study - Brand Positioning
Positioning Statement
O’Day Studios’ specialty in GYROTONIC training in East Lansing
makes us the leader in helping people achieve strength, flexibility and
freedom from pain.

66
O'Day Studios case study - Competitive Analysis

67
O'Day Studios case study - Validation Research
“Who does what? What are all the
services? I know Julie does mas-
sage but is it under the umbrella of
ODS? I don’t know who everyone
is and what they do. Other services
aren’t being pushed on me, which
is good, but on the other hand, I’d
like to know.
“They're committed, honest, and
each of them is interested in MY
well-being, they're not just in it
for themselves. They do it
because they love it and they
care about the people they work
with.”

68
O'Day Studios case study - Color Analysis

69
O'Day Studios case study - Color Meaning Table

70
O'Day Studios case study - Internal Audit (1)
1650 Kendale Blvd, Suite 115 l East Lansing, MI 48823
odaystudios.com l info@odaystudios.com
O’Day StudiosMove Well. Be Well.
GYROTONIC® TRAINING
Breathe deeper. Stand taller. Be stronger.
It’s pain-free living as a lifestyle.
Call today for your private introduction to
one of the most transformative exercise
programs available. To learn more, visit
our website at www.odaystudios.com.
The O’Day Studio is a dedicated GYROTONIC®
and GYROKINESIS®
training space. We
offer private and small group instruction in GYROKINESIS®
as well as private lessons and
duets in the GYROTONIC®
Pulley Tower. Our team of certified trainers is committed to
high-quality teaching with an emphasis on personalized attention.
What is GYROTONIC®
and GYROKINESIS®
Training?
It is fluid, spiraling movement synchronized with the breath. Gain balanced strength and
flexibility with this dynamic, whole-body exercise experience. It’s a gentle way to recondition
stiff, painful joints and muscles, a fun workout for the already active and healthy, and endurance
training for athletes.
Is it for you?
Yes! Especially if:
• you are healing from an injury or illness and want to be active again
• you have a history of sedentary living and need to get moving
• you have noticed a loss of range-of-motion with age
• you are an athlete whose performance is suffering from loss of joint mobility and muscle strength
• you are fit, healthy and just want to try something new!
Be A Better Golfer
We specialize in working with golfers! GYROTONIC®
training provides the stability for proper
alignment when addressing the ball as well as the strength and flexibility to maximize back-
swing, downswing and follow-through. Golf students will play more consistently, hit the ball
farther with more accuracy and avoid injury.
O’Day Studio, 1650 Kendale Blvd., Suite 115, East Lansing, MI 48823
(517) 351-3600 • odaymovement.com • info@odaymovement.com
The O’Day Studio
GYROTONIC®
and GYROKINESIS®
Training

71
O'Day Studios case study - Internal Audit (2)

72
O'Day Studios case study - Standards Manual

73
Branding - what it takes
• A strong conviction of the organization’s products
and services
• An honest look at the organization's values
• A commitment from decision makers to get involved
• A willingness to throw out old habits and start from
scratch

74
Branding - why it works
• Internally: decision-makers agree
• Externally: the brand is authentic, based on truth,
not fads or “great design”
• Your audience can connect with the values of
the brand
• The message has strength and depth, it will stand the
test of time

75
To sum it all up...
• Branding isn't mysterious
• You can’t not brand
• Taking control puts you in charge
• Uncovering your values and personality
will help to develop an authentic brand

Branding Bootcamp Insights

Recomendados

Recomendados

Mais conteúdo relacionado

Destaque

Destaque (12)

Semelhante a Branding Bootcamp Insights

Semelhante a Branding Bootcamp Insights (20)

Mais de Stone Soup Creative

Mais de Stone Soup Creative (6)

Último

Último (20)

Branding Bootcamp Insights