Agenda
Branding with Purpose
Ohio Superintendents
County Board of MR/DD Conference
March 9, 2009
Megan Moore
• Background on Megan and Randy
• Why Is Branding Important?
• What: Developing a Brand
• Who: Defining the Audience
• How: Taking Action
• Next Steps
Randy Limes
Senior Research Analyst
Client Service Supervisor
• Develops
strategic digital
marketing plans for ConAgra
Foods brand and corporate
teams.
Leads the large-scale multi-brand and
corporate programs for ConAgra
Foods
• Leads
Has led nine national award-winning
programs for ConAgra Foods
• 5+
Previous clients include Johnson &
Johnson, J.M. Smucker Company, and
P&G
consumer
understanding and program
measurement.
years experience in CPG
and healthcare marketing
research and planning.
Bridge Worldwide
Some of our Clients
Founded: 1979
Headquarters: Cincinnati,
Ohio
What We Do: Digital advertising agency with a focus on consumer
relationship marketing.
Who We Are: 208 people including Creative, Technology, Project
Management, Research, Strategy, and Client Service
Top 25 Best Small Companies to Work
For in America (2006, 2007, and 2008)
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Our Culture is Important to Us…
First, a few questions…
What is your perception of marketing?
How do you use marketing now?
Can you name these brands?
Why Is Branding
Important?
Brand and Branding: Official Definitions
A brand is a product, service, or concept that
is publicly distinguished from other products,
services, or concepts so that it can be easily
communicated and usually marketed.
Branding is the process of creating and
disseminating the brand name and brand
identity.
Said another way…
A brand is what people
collectively say, feel & think
about your product, service
or organization
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A brand should…
• Arouse Emotion
• Ignite Passion
• Create Credibility
• Have Meaning
…MR/DD is a purpose seeking a brand
Most companies have their brands and
seek to add purpose to make them
relevant to their consumers.
MR/DD has a clear, meaningful
purpose…Now it’s time to build a
brand.
Most brands are seeking purpose…
“Purpose-based branding is having an
inspirational, motivational reason for
being for your brand. Its a brand that
shares values with consumers, it’s a
brand that has an agenda, that is trying
to make a powerful impact for good”
- Jim Stengal, Former Chief Marketing Officer, P&G
Why do products need branding?
1.  Consumers face a
dizzying array of
choices.
2.  A brand differentiates
the product from similar
offerings, and makes it
top of mind.
3.  And a strong brand gives
employees focus and a
sense of purpose.
Why does MR/DD need branding?
1.  Voters face a dizzying array of choices.
The reasons for MR/DD to establish a
brand are virtually the same….with
a few modifications.
2.  A brand differentiates the organization
and its message, and makes it top of
mind.
3.  And a strong brand gives employees focus
and a sense of purpose.
3
The WHAT: WHO: HOW approach
WHAT
Does your brand
stand for?
So….how do you get started?
WHO
Marketing
What is the biggest challenge you
face when passing a levy?
How do you think the name change
affect your awareness levels?
WHAT
Defining Your Brand
Awareness
Have they
heard of you?
HOW
Will you
reach them?
Are you talking
to?
Education
Do they know
what you do
and what you
stand for?
Action
Will they do
what you want
them to?
Advocacy
Will they be an
advocate?
“It is easy to decide what you
are going to do. The hard thing
is to decide what you are NOT
going to do.”
- Michael Dell
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What Constitutes a Brand?
What brand is this?
• Name
• Brand Identity
• Physical Elements
- Logo, Colors, Tagline
How did you know?
What Constitutes a Brand?
• Name: Coca-Cola
Think of a brand as a person.
• Physical Elements
- Color Red
- Scripted “Coca-Cola”
- Old-style bottle
• Brand Identity
- Coca-Cola Makes You Happy
What Defines YOUR Identity?
• Is it?
- Who you are, what you think?
• Or is it?
- How others view you?
Brand Identity is the same thing.
If your brand were a person, what type
of person would they be?
It’s Both
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Apple
Nike
Thinking
Differently
Kashi
Just do it
American Red Cross
Wholesome
with
a
Mission
Compassionate
Relief
Brand Identity Pyramid
So….how do you get started?
Start to define the MR/DD brand
identity…using a framework like the
Brand Identity Pyramid
•  What is it?
- A visual reference of the internal strategic
choices that the brand is making, from
attributes to Overall Identity
•  Why is it important?
- Centralizes brand qualities
- Forces the brand to make decisions about what
the brand is and is not.
- A roadmap for all message development
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Bridge Worldwide:
Brand Identity Pyramid
Let’s look at some examples.
Ten Thousand Villages Stores
Exercise: Beginning the Pyramid
Assignment
1.  Begin to develop the pyramid for
your MR/DD
2.  For each level, jot down the first
words/phrases that come to mind.
Time: 10 minutes
Ten Thousand Villages
Brand Identity Pyramid
Building a
Attributes
Brand Identity Pyramid
Exercise
IDENTITY
STATEMENT
CHARACTER
How would you
describe this
brand to someone
who’s never
heard of it?
VALUES
BENEFITS
ATTRIBUTES
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Attributes: Examples
Building a
Benefits
Brand Identity Pyramid
IDENTITY
STATEMENT
• Schools
• Services to individuals and families with
disabilities.
This section
describes how the
attributes impact
the community.
CHARACTER
VALUES
BENEFITS
ATTRIBUTES
Benefits: Examples
Building a
Values
Brand Identity Pyramid
IDENTITY
STATEMENT
• Helping people with disabilities achieve
what is important.
• Supporting individuals with disabilities
and their families.
CHARACTER
This section
illustrates what
the brand stands
for and finds
value in.
VALUES
BENEFITS
ATTRIBUTES
Example Values
What qualities are most important?
Building a
Character
Brand Identity Pyramid
IDENTITY
STATEMENT
Empowerment
Altruism
CHARACTER
Determination
Individualism
VALUES
Benevolence
Individualism
This section
describes the
brand as if it were
a person.
BENEFITS
ATTRIBUTES
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Building a
Character
Brand Identity Pyramid
A series of choices between two positive opposites
Equity Statement
This statement
should be the
culmination of
the lower levels
of the pyramid. A
simple statement
that embodies the
brand.
IDENTITY
STATEMENT
CHARACTER
Innovative?
or
Tried & True?
Facilitator?
or
Provider?
Compassionate?
or
Sympathetic?
VALUES
BENEFITS
ATTRIBUTES
WHAT: Next Steps
•  Spend a day developing the brand
identity for your organization.
•  Invite the key players to take an
ownership role.
•  Make it feel official – create copies for
everyone in the office.
•  Learn it, know it, live it.
WHO
Once you have established WHAT your brand
stands for, think about WHO you are talking to.
WHAT
Does your
brand stand
for?
WHO
HOW
Are you
talking to?
Will you
reach them?
“Know
ThyThyself”
Audience”
“Know
-Every Successful- Marketer
Socrates
Defining the Target Audience
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Defining Target Audience
If you don’t know who you’re
talking to, how will you know what
to say, and how to say it?
1. Identify
• Voters who voted for the last levy
• Voters who voted against
• New Voters
• Beneficiaries of MR/DD services
• Corporate contributors
• Others?
Defining the Target Audience
1.  Identify Them
2.  Understand Them
3.  Find Them
2. Understand
• For each target audience, discern:
• What they think, feel, & do
• Their perception of MR/DD
• What barriers do you need them to
overcome?
• The best way to do this is by listening
to the audience, but some is based on
your gut.
Simple & Delicious Website
Let’s look at some examples.
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US Bank Website
2. Understanding: Head Heart Hands Exercise
Assignment
1.  Choose one of your audiences.
2.  Put yourself in their shoes.
-
-
-
-
HEAD: What do they THINK?
HEART: What do they FEEL?
HANDS: What do they DO?
What do they know about MR/DD?
•
What is their perception?
Time: 10 minutes
3. Find Them
• When and where will your audience
be most receptive to your message
- Media: Newspapers, Word of Mouth
- Resources: Website, pamphlets
- Intercepts: Yard Signs, Voting locations,
Community events
WHO: Next Steps
•  Spend some time identifying your MR/
DD target audiences.
•  Interview people in each target
audience group to understand.
•  Develop profiles to help guide the
message development.
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Finally, it’s think about HOW to talk to the
different audiences.
WHAT
Does your
brand stand
for?
HOW
WHO
HOW
Are you
talking to?
Will you
reach them?
Getting the Message Out
Get the Message Out
“Make it simple. Make it
memorable. Make it inviting
to look at. Make it fun to
read.”
- Leo Burnett
(Pioneer of U.S. advertising, 1891-1971)
• Develop messages for each target
audience.
• In order to resonate, it must answer
the question “What’s in it for me?”
• Create the elevator pitch.
- The single most important thing you’d
want to communicate to spread the word
The Elevator Pitch: Exercise
Assignment:
1.  Imagine you’re on an
elevator in a high-rise with
someone who has never
heard of MR/DD.
2.  What is the most important
thing you can tell them
about the organization
from the time it takes to
get from the bottom floor
to the 25th floor?
And now…a potentially controversial
thought.
Time: 5 minutes
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Stop Campaigning. Start Committing.
Campaigning = Marketing for short
term gains
Committing = Creating an evolving
collection of brand ideas and
experiences over time.
The Challenge
What can you do on an everyday
basis to spread awareness and
education of the MR/DD?
If the community as a whole gains
an understanding and awareness of
the MR/DD, won’t it be much easier
come levy time?
Listen and Respond
Marketing is an iterative process.
Always listen to the community response
and adapt the message accordingly.
What Next?
…Without compromising your brand identity
Start to work on WHAT, WHO, HOW
You don’t have to have an MBA to
develop branding and smart marketing
materials…
WHAT
Establish Brand
Identity
WHO
Define the
audiences
Marketing
HOW
Develop
messaging
In fact, no one is more qualified than
YOU to develop a brand for YOUR
organization...
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Next Steps
1.  Develop your Brand identity
2. Define (and prioritize) your target
audiences
3. Develop messaging that speaks
directly to their belief and what you
want them to do.
“Next to doing the right thing, the
most important thing is to let people
know you are doing the right thing.”
‘– John D. Rockefeller
Thank you!
Questions?
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