Branding Bootcamp: Developing an Authentic Brand That Connects With Your Customers

The Combine • April 7, 2016 • Branding BootcampThe Combine • April 7, 2016

2The Combine • April 7, 2016 • Branding Bootcamp

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Brand Awareness Quiz

The Combine • April 7, 2016 • Branding Bootcamp

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Brand Awareness Quiz (1)

What is a brand?


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Have you determined your brand values?


YES NO

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Are you clear on the personality of your brand?


YES NO

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Have you ever asked your customers about their

perception of your brand?

YES NO


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Have you analyzed your competitors' brands?

YES NO


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Do you know what differentiates your brand from the competition?

YES NO


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Is your brand the leader in its category?

YES NO


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Does your company have an annual marketing budget?

YES NO


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Is your brand the first in anything?

YES NO


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Are you clear on the results your customers get from the

value you provide?

YES NO


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Do you know the colors of your competitors’ brand palette?

YES NO


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Do you know the colors of your brand palette?

YES NO


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Do most of your sales come from things other than the

lowest price?

YES NO


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Are your internal communications effective?

YES NO


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Have you ever surveyed your employees?

YES NO


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Have you ever surveyed your customers?

YES NO


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Have you ever surveyed your suppliers?

YES NO


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Is your brand logo consistent on your signs, business cards

and marketing?

YES NO


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Do people rave about your company?

YES NO


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Do you know who your ideal customer is?

YES NO


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Does your entire staff know your brand story?

YES NO


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Have you ever done an internal brand audit?

YES NO


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Does your company have a graphic standards manual?

YES NO


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Is your brand powerful enough to attract a buyer of your company?

YES NO


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Do your customers perceive your brand as larger than it really is?

YES NO


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Brand Awareness Quiz


Uh, starting with a clean slate?

You're in the right place.

Not bad...

Great! You know who you are!

What are you doing in this session?

0-5

5-10

10-15

15-20

20-25

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Be authentically YOU


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Big brands make bigger brain waves


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What a strong brand can help you do


Stand out in the marketplace1

3

2 Create raving fans

Demand premium prices

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What is a brand?


"…in the truest sense, the synonym for brand is ‘reputation.’ It’s the power of a blend of ideas, a sense of identity, and it helps consumers make decisions in a crowded marketplace."

— Robert Friedman, fearlessbranding.com

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Touchpoints


LogoExhibits

Radio Spot

Voicemail Message

Email Signature

Customer Service

Tradeshow Booth

Facility Appearance

Yard sign

Brochure

Ads

Packaging

PostersPostcard

Speeches

Blog

Social Media

Business Card

Promotional Fliers

Signage

Website

Brand


What makes branding work?






Logos get their power from the brand


Brands get their power from values

BRAND

VALUESARROW 1

ARROW 2

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Hollow brands


Communication

Respect

Integrity

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Brand values


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ROI


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Pre-branding worksheet


Pre-Branding WorksheetThe purpose of this "quiz" is to gauge and document your current branding and marketing situation, and give us a yardstick by which to measure how much we were able to move the bar after our work together is done. This list will be very important in helping us decide your marketing and branding priorities.

Which of the points below relate to you or your organization now, at this point in time? Check the items below that apply to you:

❏ I am under a lot of pressure to produce or perform well in the marketplace/the public eye❏ I have a lot of things on my plate, with many products, programs or services to promote❏ I have a limited budget with which to do it

❏ My customers/clients/other audiences may be confused about what my brand represents❏ My own staff may be confused internally about what my brand represents❏ I'm not happy with the reputation my organization has in the public eye❏ I have some negative aspects to my reputation in the community❏ I have no discernable reputation in the community

❏ I'm competing on price when it isn’t appropriate for my product/program/service to be judged on price

❏ I’ve produced marketing materials and campaigns, either internally or with a firm/designer, that looked great but didn’t increase my bottom line or ROI (Return on Investment)

❏ My tagline or marketing message makes people’s eyes glaze over. It’s confusing and doesn’t help my sales, profitability, or visibility.

❏ I find it difficult to verbalize what really makes my organization different from the competi-tion, or other organizations like mine

❏ My organization's success rests on the marketing decisions I make

[email protected] 212-721-9764

www.stonesoupcreative.com

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You can't not brand...


"Branding the organization is inevitable…

Simply by virtue of existing and interaction

with others, the organization is branding itself.

Therefore, branding is going to happen

whether the process is managed or not.

The choice is only whether to approach the

brand proactively, or ignore and deny it and

hope that the issue goes away."

— Dannielle Blumenthal, Ph.D., Blumenthal on Branding

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The opportunity is there

+


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How people buy


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The African Food Shortage Crisis (A)


Food shortages in Malawi are affecting more than three

million children. In Zambia, severe rainfall deficits have

resulted in a 42% drop in maize production from 2000.

As a result, an estimated three million Zambians face hunger.

Four million Angolans — one-third of the population — have

been forced to flee their homes. More than 11 million people

in Ethiopia need immediate food assistance.

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The African Food Shortage Crisis (B)


Any money that you donate will go to Rokia, a seven-year-old

girl who lives in Mali in Africa. Rokia is desperately poor and

faces a threat of severe hunger, even starvation. Her life will

be changed for the better as a result of your financial gift.

With your support, and the support of other caring spon-

sors, our organization will work with Rokia's family and other

members of the community to help feed and educate her,

and provide her with basic medical care.

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Logic vs. emotion (C)


The O'Day Studioclasses and private sessions with Jane Gamble and Julie O'Day.

Located at 1650 Kendale Blvd., Suite 115

Opening July 1st.

-

email [email protected] go to www.cehealing.com (517) 862-2451

GYROTONIC and GYROKINESIS are registered trademarks of Gyrotonic Sales Corp and are used with permission.

GYROTONIC GYROKINESIS

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Logic vs. emotion (D)


1

2

3

4

5

6

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The process


•A BRANDING TEAM is selected

•BRAND VALUES & PERSONALITY determined

•IDEAL AUDIENCE defined

•Internal BRAND MESSAGE agreed upon

•BRAND POSITION crystalized

•VALIDATION RESEARCH conducted

•VISUAL MOOD developed

•COLOR ANALYSIS executed

•INTERNAL AUDIT developed

•STANDARDS MANUAL delivered

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O'Day Studios case study


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O'Day Studios case study - the situation


"Gyrotonic Training is the main tool that we use and it’s what we “sell” to the public. It is a format for body mechanics retraining, based in strength and flexibility work like yoga and pilates, but with some qualitative differences. We have roughly 35 regular students who come every week. What I know about them is that they LOVE us. They are an amazing, loyal, appreciative bunch that keeps all of us trainers inspired to grow the studio more. But getting someone TO the studio in the first place? Touuuuuugh…"

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O'Day Studios case study - the need


"What I need most is help refining what my product is so I can do a better job of marketing it. I would like to build the repu-tation of the studio on the outcomes of the students rather than the tool we use to get there. And I may not adequately understand how my students are seeing it."

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O'Day Studios case study - the need


"OH GOD YES"

I find it difficult to verbalize what really

makes my organization different from

the competition

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O'Day Studios case study - Baseline Brainstorming


• What's in it for us to develop an authentic

brand for our organization?

• What's in it for me??

• Current Perceptions: How do I think the

organization is perceived, internally and

externally, at this moment?

• Desired Perceptions: How would I like the

organization to be perceived by our

people and our target audiences?

• Masterful

• Educational

• Profitable

• Authentic

• Humanistic

•Hardtofind

•Expensive

•Elitist

•Confusing

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O'Day Studios case study - Values & Personality


Brand Values

• INTEGRITY

• NURTURING

• MENTORING

• VITALITY

Brand Personality

• GENUINE

• WARM

• CREATIVE

• PASSIONATE

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O'Day Studios case study - Ideal Customer


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O'Day Studios case study - Brand Message


Brand Message

O'Day Studios teaches healthy movement and body awareness in a fun, playful and safe setting using GYROTONIC and GYROKINESIS exercises. We foster conversation with our students about movement, posture habits, and preventative habits.

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O'Day Studios case study - Brand Positioning


“Supplying a reason to buy in the minds of your customers”

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O'Day Studios case study - Brand Positioning


Positioning Statement

O’Day Studios’ specialty in GYROTONIC training in East Lansing makes us the leader in helping people achieve strength, flexibility and freedom from pain.

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O'Day Studios case study - Competitive Analysis


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O'Day Studios case study - Validation Research


“Who does what? What are all the services? I know Julie does mas-sage but is it under the umbrella of ODS? I don’t know who everyone is and what they do. Other services aren’t being pushed on me, which is good, but on the other hand, I’d like to know."

“They're committed, honest, and each of them is interested in MY well-being, they're not just in it for themselves. They do it because they love it and they care about the people they work with.”

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O'Day Studios case study - Color Analysis


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O'Day Studios case study - Color Meaning Table


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O'Day Studios case study - Internal Audit (1)


1650 Kendale Blvd, Suite 115 l East Lansing, MI 48823 odaystudios.com l [email protected]

O’Day StudiosMove Well. Be Well.

GYROTONIC® TRAININGBreathe deeper. Stand taller. Be stronger.

It’s pain-free living as a lifestyle.

Call today for your private introduction to one of the most transformative exercise programs available. To learn more, visit our website at www.odaystudios.com.

The O’Day Studio is a dedicated GYROTONIC® and GYROKINESIS® training space. We offer private and small group instruction in GYROKINESIS® as well as private lessons and duets in the GYROTONIC® Pulley Tower. Our team of certified trainers is committed to high-quality teaching with an emphasis on personalized attention.

What is GYROTONIC® and GYROKINESIS® Training?

It is fluid, spiraling movement synchronized with the breath. Gain balanced strength and flexibility with this dynamic, whole-body exercise experience. It’s a gentle way to recondition stiff, painful joints and muscles, a fun workout for the already active and healthy, and endurance training for athletes.

Is it for you?

Yes! Especially if:

• you are healing from an injury or illness and want to be active again

• you have a history of sedentary living and need to get moving

• you have noticed a loss of range-of-motion with age

• you are an athlete whose performance is suffering from loss of joint mobility and muscle strength

• you are fit, healthy and just want to try something new!

Be A Better Golfer

We specialize in working with golfers! GYROTONIC® training provides the stability for proper alignment when addressing the ball as well as the strength and flexibility to maximize back-swing, downswing and follow-through. Golf students will play more consistently, hit the ball farther with more accuracy and avoid injury.

O’Day Studio, 1650 Kendale Blvd., Suite 115, East Lansing, MI 48823(517) 351-3600 • odaymovement.com • [email protected]

The O’Day StudioGYROTONIC® and GYROKINESIS® Training

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O'Day Studios case study - Internal Audit (2)


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O'Day Studios case study - Standards Manual


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Branding - what it takes


• A strong conviction of the organization’s products

and services

• An honest look at the organization's values

• A commitment from decision makers to get involved

• A willingness to throw out old habits and start from

scratch

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Branding - why it works


• Internally: decision-makers agree

• Externally: the brand is authentic, based on truth,

not fads or “great design”

• Your audience can connect with the values of

the brand

• The message has strength and depth, it will stand the

test of time

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To sum it all up...


• Branding isn't mysterious

• You can’t not brand

• Taking control puts you in charge

• Uncovering your values and personality will help to develop an authentic brand


Marketing

Branding Bootcamp: Developing an Authentic Brand That Connects With Your Customers