The Power of Brand

Let’s start with a game…

Fast Food
Let’s start with a game…

Tennis Shoe
Let’s start with a game…

Coffee
Let’s start with a game…

Laundry Detergent
Let’s start with a game…

Golfer
Let’s start with a game…

Search Engine
Let’s start with a game…
What is branding?

http://youtu.be/JKIAOZZritk
What is branding?

•  Your brand resides within the hearts and minds

of customers, clients, and prospects. It is the
sum total of their experiences and perceptions,
some of which you can influence, and some
that you cannot.
•  It is the promise that you make to your
customers. It must be authentic.
•  Your brand is not what you say it is but what
your customers believe it to be – it is an
emotional connection.
What is branding?

•  Identity vs. Brand

–  Logo
–  Colors
–  Fonts
–  Themes
•  Branding – creating a customer
experience
–  Identity – visuals and packaging that
support brand
What is your Bright Futures brand?

•  What is your brand promise / your

elevator speech?
•  How can you find out what your
customers think about your brand?
•  Why should people care about Bright
Futures in your community?
•  How can you help people care?
Why does branding matter?

•  Your brand is your first impression and it

helps you get noticed.
•  Your brand helps your customer
recognize you and choose you.
•  Your brand builds trust with your
customer.
•  Your brand has value.
Why does branding matter?
Why does branding matter?

•  Cola wars
•  New Coke
•  Classic Coke
•  Branding vs. Taste
buds
•  Top of mind
Importance of Brand Guidelines

•  Help ensure a consistent perception of

your organization
•  Should be used by anyone who uses
the brand or elements of it
•  Brand guidelines make your life easier
– you can still be creative!
Importance of Brand Guidelines
Does consistency matter?
Does consistency matter?
Does consistency matter?

•  On average, humans make 612

decisions per day – that’s 4,900
decisions per week, and 254,800
decisions in a year!
•  On average, we see up to 5000
advertising messages per day.
•  Brand consistency can help break
through the clutter.
Tips for managing your brand

•  Define your goal / strategic plan.

•  Identify your current brand – what it
actually is.
•  Outline your desired brand – what you
want it to be.
•  Develop strategies to bridge the gap
between the two.
Tips for managing your brand

•  Keep it focused and memorable.

•  Be desirably different.
•  Be ruthlessly consistent – follow your
brand guidelines.
•  Review your brand often.