Creating a Successful Endowment Brand

1. Creating a Successful Endowment Brand By: Palmer J. Pekarek March 27, 2007

2. What is a Brand? “Simply put, a brand is a promise. By identifying and authenticating a product or service it delivers a pledge of satisfaction and quality.” Walter Landor “A brand is a set of mental associations, held by the consumer which add to the perceived value of a product or service.” K.L. Keller

3. Brand Image Brand image is the sum of all information about a product, service or company that is conveyed through communication and experience, including the distinguishing “human” characteristics of brand personality (e.g. strong and reliable, warm and friendly). Brand is not the product but it gives the product meaning.

4. Image Attributes

5. Brand Identity Brand identity refers to the controllable elements that can be used to identify a brand name (name, logotype, symbol, color, and key messages,)

6. Brand Promise The held and trusted perception of what a brand will deliver. The enduring, relevant and distinctive benefits customers associate with a product, service or organization. Key to the delivery of the brand promise is the alignment of internal communication, processes and initiatives.

7. Five Brand Development Phases for Endowments

8. Overview Phase I: Discovery Examining the organization brand and can it sustain an endowment component Phase II: Research/Brand Analysis Examining what the organization stands for and evaluating its current perceptions to find competitive opportunities for your endowment brand Phase III: Definition Determining what the brand should represent Phase IV: Expression (logotype, symbol, color, messaging) Identifying the brand elements to be highlighted Phase V: Launch Building the right plan for making the new/refreshed endowment brand identity come alive

9. Phase I: DiscoveryExamining the organization brand and can it sustain an endowment component  Tasks *Document review *Internal interviews *Communications audit *External interviews