A compelling brand
Making your mark
August 9, 2012
Presented by Angela Halvorson
Overview
Learning Objectives
1.
Understanding the importance of
branding
2.
Recognizing the strategic
implications of an organization's
brand
3.
Familiarization with the Brand
IDEA
4.
Next Steps – Beginning a
rebranding process
Branding Basics
What is a brand?
And why do we need one?
Brand is…
• Everywhere
• Distinguishing in the confusion of the
marketplace
• Now more than ever important for BH
providers trying to compete
BRAND BASICS
A brand is many things but four
features are critical:
A brand is:
1. Communication
2. Truth
3. Promise & Expectations
4. Differentiation
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.
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.
Brand Meditation
What feelings arise in you when you reflect on these brands?
Where do those feelings come from?
Associations?
1. 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?
2. 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?
3. 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?
Associations
“You’re in good hands”
Trustworthy
Reliable
Lots of resources
Offices everywhere
Claims paid fairly
Associations
“We bring good things to life”
Light bulbs
Medical imaging
Refrigerators
Thomas Edison
Inventions
Brand
ACCIDENTS?
ANY memorable contact
with the public
IS BRANDING
NEW PARADIGM
If you don’t know where you
are going or why you are
relevant, you do not have a
brand.
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
For-profits:
Total brand experience
Non-profits:
Community identity; the what and why of
an organization
More than a logo or tagline
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
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
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
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
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
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
The Role of Brand Cycle
Identity
Image
Capacity
Impact
Cohesion
Trust
Role of Brand Cycle
Org. Strategy
Mission and Values
Nonprofit Brand IDEA
Framework
•
•
•
•
Integrity
Democracy
Ethics
Affinity
Stanford Social Innovation Review, 2012
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
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
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
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)
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
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
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
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
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
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
Rebranding
• Tendency to protect brand
• Tension between need for change and
what has worked, assume risk in
change
• Leadership, management, staff
commitment to change
(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?
What state of mind do you/might
you appeal to?
 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
Your brand can influence how people
perceive:
1. Alcohol, street drugs, prescription drugs, food,
gambling, risky sex, and other unhealthy
behaviors
2. Substance use disorders
3. Prevention
4. Treatment
5. Recovery
6. and your organization…
Your brand can influence how people:
1. Seek treatment
2. Select services
3. Pay for services
4. Involve family
5. Engage in treatment
6. Stay in treatment
7. Perceive access, quality and experience
8. Engage in aftercare, 12-steps, and alumni
services
Branding Plan
1. Assign a team and enable their decision-making
2. Review business plan, marketing plan and/or strategic plan
3. Assess overall marketing budget and portion assigned to
branding
4. Conduct Brand Audit and Inventory
5. Conduct focus groups with staff, Board, alumni, family members,
payers
6. Consider outside guidance and subject matter expertise
7. Business Decision: Are you conducting a massive campaign,
simple enhancements, or a thorough brand overhaul?
8. Engage in deliberate process with clear objectives, a plan and
an “owner”
Thank You!
Questions and Contact
Angela Halvorson
AHP Healthcare Solutions
ahalvorson@ahpnet.com