Branding for Relationships, Branding for Retention

1. Branding for Relationships, Branding for Retention Branding for Non-Profits Presented by Kristine Kirby Webster Senior Marketing Consultant, Creative Direct Response February 26, 2003 The DMA Non-Profit Conference Washington, DC

2. What is a brand? A brand is a distinguishing name and/or a symbol (logo, packaging, trademark) that identifies the goods and/or services, and that serves to differentiate those goods and/or services from those of their competitors. Therefore, a brand signals to a customer the source of the product and/or service. Source: David Aaker, Managing Brand Equity

3. Know these logos? One image tells you all you need to know! And the logo �stands� for something�.American Red Cross for help, Yankees for the all american game, Apple for innovation and being different, the Marines for the Few, Mercedes for luxury�..One image tells you all you need to know! And the logo �stands� for something�.American Red Cross for help, Yankees for the all american game, Apple for innovation and being different, the Marines for the Few, Mercedes for luxury�..

4. What is a brand? A brand is �the sum of the expectations that a customer or stakeholder has when purchasing a product or dealing with an organization.� Source: Robert P. Woyzbun. �Branding for the Rest of Us.� In essence, a brand is an expectation or a promise waiting to be fulfilled. Brands are shorthand for trust. 

5. What is the brand promise? The brand promise is a statement of assurance, and a perception of future excellence. The goal of the promise is to create a customer relationship. Relationships = retention. But just how does a brand promise get created and communicated? By branding!

6. What is branding? Branding is �identifying or creating, and then exploiting, sustainable competitive advantage.� Source: Ron Gossen and Alicia Gresham, PhD. �Branding as the Foundation of Sustainable Competitive Advantage.� Successful branding is based on the concept of singularity. Singularity creates the idea that there is no one or nothing else in the marketplace quite like your product, or service.

7. What is branding? Branding is a marketing-based business strategy and philosophy that has the ultimate objective of building goodwill for and supporting the �raison d��tre� of a product, service or enterprise. Branding differentiates your brand from the competition.

8. The brand In essence, the brand is a piece of real estate you occupy in a person�s mind, and the related impressions it leaves behind.

9. What is brand equity? Brand equity is a set of assets linked to a brand�s name and symbol that adds to the value provided by the product and/or service by a company to its customers.

10. The Four Asset Categories of Brand Equity Brand name awareness Brand loyalty Perceived quality (or importance) Brand associations Source: David Aaker, Building Strong Brands

11. What is brand personality? The brand personality is simply the human characteristics associated with a given brand. --Marlboro�s �Marlboro Man� has a rugged, maverick personality. --Jaguar has an upper-crust, elegant personality. --The Red Cross has a caring, responsive personality.

12. Brands are Unique! Brands become familiar to us as consumers. Brands are a statement of assurance, of quality, and offer us a known over an unknown. They offer reliability and stablity. The best brands occupy a niche and �own� the category. We say �Kleenex�� when we want a tissue.

13. Why are brands unique? We say �Band-Aid�� when we want a plaster, or �Coke�� when we want a soda. The best brands dominate their category, and become shorthand for the category. People gravitate to brands they know and trust, and can relate to. The same holds true for charities!

14. What is a charity brand? A charity brand is an organization plus. The plus indicates additional values that augment the initial offering, the cause Source: De Chernatony and McDonald, 1997 Example: RSPCA The cause is to �prevent cruelty to animals.� The values are �caring,� �responsible,� �authoritative,� �effective.�

15. Benefits of Organization Plus The unique combination of the charity�s cause plus its values allows charities in the same sector to have a distinct, unique identity. This unique identity allows donors � both individual and corporate ones � to choose charities that best reflect their own values.

16. The Mission The charity�s brand is its mission come to life. The charity�s brand is grounded in passion and conviction for a cause. The mission not only defines a charity�s goals, but also sets the operational parameters. The mission must be succinct and substantive.

17. The Mission The mission is the best asset of a charity when working on the brand. The brand is the big idea that drives a group�s long-term goals, and the mission is the nexus of the big idea. The mission and the brand are a charity�s touchstone for all efforts!

18. Why brand? Strong brands = Long-term profitable growth Increased value for shareholders Increased total worth A way to create relationships for life!

19. The brand is the symbolic and strategic guide for a charity�s growth and success!

20. A brand = the soul The brand lies at the heart and soul of a charity � its values. In this consumer culture and cluttered arena of charities, it is no longer enough simply to do good work. For a charity's brand to be lasting and successful, the quality and impact of the charity's work must be reflected in its image.

21. Benefits of branding for charities Higher market share Ability to block out the competition Lower marketing costs Accelerated growth Lower churn

22. More benefits of branding for charities Higher-than-average transactions/donations and frequency. It �pre-sells� or educates your audience to the cause. They are more likely to open a mail piece, or read a newsletter. It makes the mission and cause clear to donors. Charity = clarity! Charity = clarity. The donor must feel they are aligning themselves with a charity brand that helps augment their own personal brand, or ideal. Charity = clarity. The donor must feel they are aligning themselves with a charity brand that helps augment their own personal brand, or ideal.

23. Benefits of branding for donors Aspirational benefits Reinforces peer group membership Need for community Simplifies choice Enhanced self-image and esteem Creates trust

24. More benefits for donors The catharsis from contributing A way into a cause Involvement Belief in a principle, something worthy �they are buying into an experience.

25. So why should a charity brand? Because a strong brand adds value, creates affinity, and creates loyalty! This in turn creates relationships that are powerful and profitable. These things are all integral to a charity�s stability, reach, and effectiveness. Charities want to own a piece of their donors mind so they go from supporters to supporters for life!

26. Image Isn�t Everything, But� Image = Brand The right brand makes it easier to fundraise. The right brand makes it easier to get publicity. The right brand makes it easier to get the message out!

27. The Branded Charity Branded charities are more likely to attract voluntary donations than unbranded charities whose cause and values may be less clearly defined and less well know. Brands allow donors to identify more closely with what the charity does and the values it represents. Source: Research study by Phillipa Hankinson, University of Surrey Roehampton (UK) Example: Red Cross after 9/11 was flooded with donations, blood, etc, before even putting out a request. Their brand attracted supporters!Example: Red Cross after 9/11 was flooded with donations, blood, etc, before even putting out a request. Their brand attracted supporters!

28. The Branded Charity Branded charities are based in the brand, its equity, and relationship marketing. Relationship marketing is the ongoing process of creating and sharing value with the donors. Relationships exist when all involved derive benefit from the association. Brands are relationship builders!

29. Example: Rufus and a charity Remember: consistency is key in branding! Rufus and the Save the Emus charity Fundraising dinner � 3 impressions Follow up to dinner � 2 impressions In this time Fred receives more than 90,000 marketing messages! Direct mail appeal � 1 impression Fundraising dinner: 1) invite and an introduction to the charity, 2) hears ED and other staff speak 3) Brochure upon leaving to learn more���4) thank you for attending note sent, 5) tax notice sent��6) DM appeal receivedFundraising dinner: 1) invite and an introduction to the charity, 2) hears ED and other staff speak 3) Brochure upon leaving to learn more���4) thank you for attending note sent, 5) tax notice sent��6) DM appeal received

30. Rufus and Save the Emus The 6 total impressions were all consistent! Through all interactions Rufus heard the same message, saw the same colors and logos, and therefore he is more than likely to recognize the charity quickly upon receipt of the DM appeal. Therefore, he has been �pre-sold� on the charity, and is more likely to open and respond to the appeal!

31. Rufus and Save the Emus Save the Emus has made a positive impression and OWNS a piece of real estate in Rufus� mind. That�s branding! He is associating them with something bigger than a dinner, bigger than a piece of direct mail � he associates them with a concept, with their mission. He begins to think of the charity in terms of his relationship with them.

32. Stand out from the clutter! Americans receive thousands of direct marketing pieces a year. If you get several appeals in the mail one day from relief organizations, such as the Red Cross, Friends in the West, and the Evangelical Lutheran Church in America (ELCA), and only have $20 to give, who are you more likely to give to?

33. Brand Equity = Donations Most likely you would donate to the Red Cross due to the strong brand equity they have. Red Cross �owns� the concept of disaster relief. Their mission is greater than any one appeal � they are an excellent example of a sum being greater than its parts!

34. Branding Exercises Ask the charity stakeholders to pick the 10 words they associate with the charity. Imagine your charity as an animal, a celebrity, a car�.. Gather all the written communications from your charity. Do they vary in visuals, in language, in values? How would you introduce your charity? Exercises to help you make sure your brand is fit and up to par. Are the words similar? Do they match the key attributes of the charity, its mission and values? An illuminating way is to see what people say: is your charity a solid and stable BMW, or a Yugo? Is your charity a flashy JLo or a Meryl Streep? The value in this exercise is that it helps people articulate perceptions they have a hard time putting into words. This helps you see how departments have drifted from the mission and values. Do this not only on a national level, but also on a regional or local one if your charity has affiliates. First impressions are important and lasting: getting the right message across is vital! Use role-playing introductions to see the patterns in how your charity is �introduced� and capture what best gets the brand across! Exercises to help you make sure your brand is fit and up to par. Are the words similar? Do they match the key attributes of the charity, its mission and values? An illuminating way is to see what people say: is your charity a solid and stable BMW, or a Yugo? Is your charity a flashy JLo or a Meryl Streep? The value in this exercise is that it helps people articulate perceptions they have a hard time putting into words. This helps you see how departments have drifted from the mission and values. Do this not only on a national level, but also on a regional or local one if your charity has affiliates. First impressions are important and lasting: getting the right message across is vital! Use role-playing introductions to see the patterns in how your charity is �introduced� and capture what best gets the brand across!

35. Work your brand What is the brand image for your charity? Branding requires clarifying the vision, mission, beliefs and values. Vision: What is it? World peace, prevent cancer, shelter for the homeless? Mission: What will you do? Beliefs: What beliefs are the underpinnings of your charity�s mission? Values: What do you aim to be? Key Messages: What encapsulates your reason for being? Beliefs: Do you think cancer patient families need support, or that research matters, or that we should reduce global warming by X% in 50 years? Caring: caring, authoritative, a leader in research? Key messages: Over X teenagers die in drunk driving accidents a year. The ozone layer is being depleted by X% annually. X animals are put to sleep every day because shelters can keep them.Beliefs: Do you think cancer patient families need support, or that research matters, or that we should reduce global warming by X% in 50 years? Caring: caring, authoritative, a leader in research? Key messages: Over X teenagers die in drunk driving accidents a year. The ozone layer is being depleted by X% annually. X animals are put to sleep every day because shelters can keep them.

36. Brand and strategy are one and the same! A strong brand in a charity that is value and mission based should not only reflect, but reaffirm and amplify the charity�s reason to exist, and reason to be supported.

37. Action Steps Define the brand! Review your mission statement, programs, and values. The brand image must work with these efforts and be representative of them. Consistency is key; if the brand, mission, and goals aren�t in sync, donors will notice. Donors will notice, possibly hurting a relationship that has been cultivated over time.Donors will notice, possibly hurting a relationship that has been cultivated over time.

38. Action Steps Define the brand. Ask such questions as: Who are we? What does our organization aim to do? How do we aim to do it? Who do we help? All of these answers help define and crystallize your brand.

39. Action Steps Appoint someone to be in charge of your charity�s brand! This person becomes the brand�s �traffic cop.� Their job is to make sure the brand message and delivery are consistent. Resp. for reviewing all brand communication materials � direct mail letters, web site pages, newsletters, major donor letters, affinity program materials, etc. Resp. for reviewing all brand communication materials � direct mail letters, web site pages, newsletters, major donor letters, affinity program materials, etc.

40. Action Steps Benchmark your charity against the �competition.� There are more than 700,000 charities in the US alone. Most likely, some of them share your �space.� How do you compare to them? What do you do better (or worse) than them?

41. Action Steps Benchmark your charity against the �competition.� Benchmark against charities that you admire that are outside your �space.� Benchmarking helps clarify core competencies and helps formulate brand strategies that sets your charity apart!

42. Action Steps Educate the organization! Branding applies to everyone in the charity, from the CEO down to the volunteers. Once the brand is defined, make sure all employees and volunteers understand why the brand is important, and how they are part of the brand and the brand-building and support process.

43. Action Steps Have a plan! Align all marketing and communication plans to the brand strategy. Make sure the strategic plan of the charity incorporates and supports the brand image at every turn. Brand equity and loyalty is built over time and requires a clear and consistent message. Everything from logos, to colors, to typefaces, to placement MUST support the brand image. What you are asking for and why must support the brand and its mission. Everything from logos, to colors, to typefaces, to placement MUST support the brand image. What you are asking for and why must support the brand and its mission.

44. Action Steps Put the brand in the driver�s seat! The brand must drive all communications, whether it is a house appeal, and acquisition piece, a newsletter, website, collateral materials, or even a special event. The brand is part of the charity�s personality! Personality is what attracts, and keeps, donors. On the brand platform we can build and project the personality, the values, and the beliefs, the culture, and use this to connect to donors and potential donors. On the brand platform we can build and project the personality, the values, and the beliefs, the culture, and use this to connect to donors and potential donors.

45. Consumer Culture We live in a consumer culture. In order to survive and thrive, charities must adopt the best practices of commercial entities! Brands are powerful in the minds of the consumer. Branding gets results. People are loyal to brands. Loyalty, properly cultivated and managed, can turn into long-term supporters.

46. Remember� Know what you want to accomplish! Be sure you can deliver on the brand promise. Nothing is more harmful to a brand than failing to live up to the promise. Consistency in all you say and do takes time, but is well worth it!

47. Remember�. The brand must unite, The brand must be consistent, The brand must communicate, The brand must express a charity�s philosophy and reason to be!

48. Thanks for Attending! Kristine Kirby Webster kristine@canterburygroup.net Phone 703-317-0222 Creative Direct Response www.cdr-cdmi.com Phone 301-858-1500