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Branding: It’s not just for cattle

Branding: It’s not just for cattle. Francesca Kranzberg Jconnect Information & Referral (301) 348-7313 • francie.kranzberg@shalomdc.org.

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Branding: It’s not just for cattle

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  1. Branding: It’s not just for cattle Francesca Kranzberg Jconnect Information & Referral (301) 348-7313 • francie.kranzberg@shalomdc.org

  2. Those activities that help an organization/program/product stand out in the market place by expressing the organization’s/program’s/product’s benefits to target customers in a unique way that makes an emotional connection. Definition: Branding:

  3. Take the Humble Pencil Describe the pencil

  4. Branding is NOT • Just the logo design • Just the color palette • Just the typeface • Just the tagline

  5. Let’s have a little fun… 1. "You're soaking in it." a. Cascadeb. Dawnc. Palmolived. Ajax 2. "Ring around the collar." a. Tideb. Wiskc. Gaind. Arm & Hammer

  6. Let’s have a little fun… 3. "Cleans like a white tornado." a. Cloroxb. Hooverc. Dirt Devild. Ajax 4. "Whatever you do to the rest of you, your face belongs to…." a. Noxzemab. Dovec. Ivoryd. L'Oreal

  7. 5. "Tastes good as fresh-perked." a. Mr. Coffeeb. Maxwell Housec. Taster's Choiced. Folgers Coffee 6. "Nothin' says lovin', like somethin' from the oven." a. Betty Crockerb. Pillsburyc. Jiffyd. Duncan Hines

  8. 7. "Our repairmen are the loneliest guys in town." a. Maytagb. Frigidairec. Whirlpoold. Kenmore 8. "More hold with less spray." a. VO5b. Aqua Netc. Suave d. Dove

  9. 9. "Does she or doesn't she?" a. Revlonb. Avonc. Clairold. Maidenform 10. "I can't believe I ate the whole thing." a. Pepto-Bismolb. Alka-Seltzerc. Pepcidd. Maalox

  10. Who is the Customer? • Decision-maker…someone who influences and determines who uses/pays for goods and services • Purchaser…someone who pays for goods and services • Consumer…someone who uses or consumes the goods or services

  11. When the customer is … • buying a new dress for herself she is • the decision maker, the purchaser and the consumer • buying diapers for her infant, she is: • the decision maker and the purchaser, the infant is the consumer • buying a prescription for her husband: • his doctor is the decision maker, she is the purchaser, her husband is the consumer.

  12. Who is the Customer? • Lean Cuisine • Starbuck’s VIA Instant Coffee • Pampers Diapers • Cialis • Grocery Delivery Service • Accessible Transportation Service • Information and Referral Service/211 Who decides, who pays, who consumes?

  13. Forgotten Decision Makers and Customers • Don’t forget to take into consideration… • Referral Agents • Spouses • Family Members • Others…… • Visualize your customers • Soccer Mom • “Joe the Plumber” • Understand your Customer’s Psychology

  14. What is the Product? • Consumables • Services • Experiences • Concepts

  15. McDonalds • Consumable • Happy Meal • Service • Happy Meal Toy • Experience • McDonalds Playland • Concept • A way to get kids to want to go to McDonalds, and to pressure the family to do so • A way to get parents to want to take their kids to McDonalds, knowing that they will be occupied

  16. Mothers Against Drunk Driving • Consumables • T-shirts, bumper stickers, etc. • Services • Curricula for Schools • Experiences • Volunteerism, Leadership • Concepts • Don’t drink and drive

  17. What About Your Agency? Take 5 minutes to think about the Consumables, Services, Experiences and Concepts of your agency.

  18. Which is Which? • ESPN Zone – Experience or Consumable? • Volunteerism – Experience or Concept? • I & R – Experience, Concept or Service?

  19. Features vs. Benefits • A feature is what your product is or does • A benefit is what is does for the customer

  20. No one wants a ¼” drill bit… • What do they want? • Something that can make a hole for a ¼” screw

  21. Features vs. Benefits • A feature is what your product is or does • A benefit is what is does for the customer Take for instance the name-badge ribbons we are selling at the Friends of AIRS booth. What are some of the features? Benefits?

  22. McDonald's Slogans Through the Years Look for the Golden Arches – 1965 The closest thing to home - 1967 You deserve a break today – 1971 Good time, great taste - 1988 Food, folks and fun - 1990 We love to see you smile – 2000 I’m lovin’ it! - 2003

  23. Coca Cola Slogans For headache and exhaustion - 1900 The favorite drink for ladies when thirsty, weary and despondent - 1905 It satisfies - 1910 Around the corner from anywhere – 1927 The pause that refreshes – 1929 It’s the real thing – 1943 A chore’s best friend – 1963 Things go better with Coke – 1964 Open Happiness - 2009

  24. And many of us remember…

  25. Competition • Who or what is the competition for the customers/clients we want • Who or what is the competition for the service we offer Competition is not just other organizations or programs

  26. Marketing Social ChangeChanging the ratio of benefits to costs • Increase the extent to which people believe they will get the benefits that they want • Decrease the extent to which people believe they will get the costs that they would like to avoid • Add new benefits • Decrease the perceived benefits and increase the perceived costs of the likely alternative

  27. Good mothers get their children vaccinated • Increase the extent to which people believe they will get the benefits that they want • Give the mother a framed certificate identifying her as a good mother

  28. Good mothers get their children vaccinated • Decrease the extent to which people believe they will get the costs that they would like to avoid • Give the mother a gift to take home to the father – a free meal, a t-shirt, a tool, etc.

  29. Good mothers get their children vaccinated • Add new benefits • Give mom a premium • Pay mom to get the child immunized

  30. Good mothers get their children vaccinated • Decrease the perceived benefits and increase the perceived costs of the likely alternative • Husband will get mad whatever course you take • Show photos of children getting sick because of not getting vaccinated. Shun mothers who don’t get their children vaccinated.

  31. Branding 101 • Know the customer • Know the product and the benefits • Match the specific product benefits to the specific customer • Create an emotional connection

  32. Branding – the Next Steps • Understand exactly what your brand is • Know what your competitors brands stand for • Know how your customers feel about your brand • Do you feel your brand is as strong as it should be? • Do you understand what your intangible brand characteristics are?

  33. Branding – the Next Steps • What is your brand promise? • Is it important to customers? • Are you delivering it? • How do your employees/members feel about your brand? • Is your brand promise in line with your organization’s core mission?

  34. Let’s go back to the pencil… Do the exercise again…

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