Indigo Partners Branding www.IndigoHQ.com
Why branding? “Strong brands do not belong to corporations, but to people”– Mark Gobe, Author of Emotional Branding They: • Create a sense of “ownership” for those who use and love them • Build upon personal identity, aspirations • Utilize innovation to drive or support the brand • Have a unique visual and verbal identity
Why is branding important? • Creates a perception of lasting value • Product/service is worth more $$ • Less discounting required • Creates customer loyalty • Additional purchases • Brand evangelists • Higher memorability • Builds brand equity for long term sustainability
Characteristics of great brands • Have a targeted consistent message • “Do Less Better” – focus goals and execution within capabilities • Demonstrate differentiation • Exhibit patience • Set clear expectations, and deliver -- over and over
Brand Development: The Architecture Mission/Vision/Values Organization’s fundamental reason for existence The perpetual guiding star on the horizon Brand Story Brand Elements: Functional and emotional benefits; personality; credibility Value Proposition:Essence of the brand -- unique and valued aspects Brand Position: Positioning Statement, Tagline, Key Messages Implementation Fund-Raising Customer Experience Website Marketing PR/Advertising CollateralPrograms Company Employees Financials Partnerships Co-Marketing 5
What is a Mission Statement? • A compelling statement that provides emotional and intellectual energy for staff, volunteers and donors • It should be differentiated from other fund-raising organizations • It should be focused on making a real difference in the lives of stakeholders Example:TheatreWorksis committed to being one of America’s outstanding professional theatres. Our work celebrates the human spirit through innovative productions and programs inspired by our exceptionally diverse community.
What is a Vision? • It can be longer than the mission statement • It must paint a picture of how we see the world evolving • It must show how we make an impact • It should give our partners some sense of long-term expectations • It should give our stakeholders assurance that we will be around years from now to support them with innovative and useful services
What are our Values? • Our stakeholders want to know if our brand image, philosophy and ethics are in sync with their own Example: Target Example: Jonathan Adler Pottery • Corporate Responsibility • 5% giving • Protecting the Environment • LEED: Building Green • We believe that your home should make you happy. • We believe that when it comes to decorating, the wife is always right. Unless the husband is gay. • We believe minimalism is a bummer.