Overview

1. A compelling brand Making your mark August 9, 2012 Presented by Angela Halvorson Overview

2. Understanding the importance of branding Recognizing the strategic implications of an organization's brand Familiarization with the Brand IDEA Next Steps – Beginning a rebranding process Learning Objectives

3. Branding Basics What is a brand? And why do we need one?

5. Brand is… • Everywhere • Distinguishing in the confusion of the marketplace • Now more than ever important for BH providers trying to compete

6. Brand basics

7. A brand is many things but four features are critical: A brand is: • Communication • Truth • Promise & Expectations • Differentiation

8. Brand is: “Psychological construct held in the minds of all those aware of the branded product, person, organization, or movement.” Brand management manages those psychological associations.

9. Successful brands have Staying Power! And they almost always have memorable slogans. We remember the slogan and a whole constellation of associations with the brand.

10. Brand Meditation What feelings arise in you when you reflect on these brands? Where do those feelings come from?

11. Associations? • Setting and Welcome – Compare feeling of a Neiman Marcus store with feeling of a Wal-Mart. What difference do lighting, cleanliness, furnishings, customer service and dress-code make? • Sophistication – Are you more or less impressed by the menu at PF Chang’s or Burger King? Are you impressed with the expertise of staff at Best Buy or Radio Shack? • Reliability and Trustworthiness – What sticks to Goldman Sachs’ name that didn’t stick to Wells Fargo? Why? What sticks to Acura and Lexus that doesn’t stick to Chrysler? Why?

12. Associations “You’re in good hands” Trustworthy Reliable Lots of resources Offices everywhere Claims paid fairly

13. Associations “We bring good things to life” Light bulbs Medical imaging Refrigerators Thomas Edison Inventions

14. Brand ACCIDENTS?

15. ANYmemorable contact with the public IS BRANDING

16. New paradigm

17. If you don’t know where you are going or why you are relevant, you do not have a brand.

18. In For-Profit and Non-Profit sectors: Brand plays a critical role in contributing to long-term purposes, internal cohesion and communication with multiple audiences

19. For-profits: Total brand experience Non-profits: Community identity; the what and why of an organization More than a logo or tagline

20. Rebranding Branding • Adapted from the for-profit sector • Models have historically focused on making money • Models and tools have not kept pace evolved for NFPs • NFPs need to look at brand from a different perspective

21. The Differentiator… Becomes a matter of focus and emphasis: • For-profit brand effectiveness is determined by a monetary metric • Non-profit brand experience is rooted in an advancement of multiple value propositions, not reducible to a single $ metric • Values can only be advanced if others in the field are successful; partners, coalitions

22. Broader Brand Implications • Strategic role in an organization's core performance • Internal role in expressing an organization’s purposes, methods and values • Build operational capacity, galvanize support, maintain social mission focus

23. Strategic Branding • The brand embodies: • The identity of an organization • Encapsulates the mission, values and distinctive activities • The brand reflects: • The image held in the minds of stakeholders, donors, supporters • The understanding of the organization held by those it seeks to assist, influence or reach

24. An effective brand… Builds cohesion in an organization A cohesive organization is more efficient & makes better use of resources Stanford Social Innovation Review, Spring 2012

25. An effective brand… Builds high external trust, attracting talent, revenue and authority A trusted organization can leverage partners, policymakers, and beneficiaries to achieve its mission and enhance its social impact Stanford Social Innovation Review, Spring 2012

26. The Role of Brand Cycle Role of Brand Cycle Org. Strategy Mission and Values

27. Nonprofit Brand IDEA Framework • Integrity • Democracy • Ethics • Affinity Stanford Social Innovation Review, 2012

28. Brand INTEGRITY • Internal identity and external image are aligned • Both are aligned with the mission • Structural, not moral, integrity • Provides a common sense of purpose and understanding of the organization’s purpose in the world • Captures the mission in its public image; deploys image

29. Using Idea Effectively • Brand integrity is crucial to an organization’s ability to change, establish partnerships • Strong brand integrity establish parity amongst partners and collaborators • Example: change theory; strong brand keeps organization aligned with mission and values throughout change process

30. Brand DEMOCRACY • Trust in members, staff, participants, & volunteers to communicate their understanding of the organizations identity • Social media makes it impossible to control the brand

31. Using iDea Effectively • Brand democracy requires a fundamental shift in brand management • No longer police the brand, suppress use of brand • Participatory theory of brand management • Distribute resources(templates, samples) for all staff to communicate and disseminate mission • Personal statements over corporate uniformity • Brand democracy not brand anarchy; boundaries • Standards and unified in look and appearance (different sites; programs)

32. Brand ETHICS • The brand and the way it is used reflect the core mission of the organization • Aligns the internal identity and external image with values and culture • Includes the use of the brand to convey the organization’s values • Example: Use of pitiful photos to motivate donors, photos of drug users that dehumanize instead of promote dignity and pride

33. Using idEa Effectively • Individual expression that supports overall mission • Does not offend or contradict mission and values • Often result in an organization making the implied values and mission explicit • Example: Amnesty International chapter death penalty video game

34. Brand AFFINITY • Brand is a team player, shares space with other brands • Shares credit and promotes collective rather than individual • Attracts partners because it lends value to partnership without exploiting • Promotes partner brands as much or more than own brand • Different from for profit companies

35. Using ideA Effectively • Brand affinity critical in coalitions • NFP leaders worry coalition will overshadow individual organizations • Make Poverty History campaign collapsed over this concern • TckTckTck campaign allows individual brands to remain prominent, added coalition brand • Flotilla of ships, additional flag on top of mast

36. A New Paradigm, New Approach • Changing approach to board governance, risk management, operations • Brand is not just about revenue contribution • Boards now concerned: • with how brand aligns with org. values & mission, contributes to internal cohesion and external trust • Enhance organizational capacity and social impact

37. Brand Effectiveness • Measure increases in commitment and pride among staff and directors (quantitative) • Measure reduction in mission drift, increased ease in selecting projects, resources, partnerships (qualitative) • Measure speed breadth of consensus decisions; strong brand, faster decisions

38. Rebranding • Tendency to protect brand • Tension between need for change and what has worked, assume risk in change • Leadership, management, staff commitment to change

39. (Re) Branding Basics • Brand truth – What is your Core Idea? Your vision? What are your values? • Brand message – What is your reputation? How do you know? What do you want to be known for? • Brand image – Is it consistent with your message? • Brand equity – What is your brand worth? • Stickiness – What’s memorable? How do you know? • Emotional branding – What mindset are you trying to instill? • Uniqueness and differentiation – How do you set yourselves apart from competitors? Is it working? • Brand design – How are you using consistent design to support your brand? • Brand extension – How are you ensuring your brand transcends the entire marketing/sales cycle? • Brand placement – How do clients become aware of you?

40. What state of mind do you/might you appealto? • Importance of Value in this Economy (outcomes/cost) • The Positive Results Associated with Integration • The Cutting-Edge of Science and Addiction Medicine • The Complex Nature of People/Treating the Whole Person • Convenience and Personalized Solutions • Behavior Management Pertinent to Chronic Conditions

41. Your brand can influence how people perceive: • Alcohol, street drugs, prescription drugs, food, gambling, risky sex, and other unhealthy behaviors • Substance use disorders • Prevention • Treatment • Recovery • and your organization…

42. Your brand can influence how people: • Seek treatment • Select services • Pay for services • Involve family • Engage in treatment • Stay in treatment • Perceive access, quality and experience • Engage in aftercare, 12-steps, and alumni services

43. Branding Plan • Assign a team and enable their decision-making • Review business plan, marketing plan and/or strategic plan • Assess overall marketing budget and portion assigned to branding • Conduct Brand Audit and Inventory • Conduct focus groups with staff, Board, alumni, family members, payers • Consider outside guidance and subject matter expertise • Business Decision: Are you conducting a massive campaign, simple enhancements, or a thorough brand overhaul? • Engage in deliberate process with clear objectives, a plan and an “owner”

44. Thank You! Questions and Contact Angela Halvorson AHP Healthcare Solutions ahalvorson@ahpnet.com