ELA Branding Workshop October 24, 2013

Introduction For purposes of everyone here, lets define what we know about the program first: Purpose of program Target Audience Outcomes desired Benefits to the individual Benefits to the association What is a Brand? A genuine brand is defined as: The internalized sum of all impressions received by customers and resulting in a distinctive position in their minds eye based on perceived emotional and functional benefits. Name and Symbols that identifies a singular concept one owns in the mind of the consumer The Source of a Promise to the consumer The Source of the Relationship with the Consumer The Unique Source of Products and Services A Brand is the Personification of a product, a service, or even an entire organization

Other Terms: Brand Awareness market reach Brand Equity the value of the brand based on consumer experience and associations with the product Brand Essence the Heart and Soul of a brand Brand Promise what distinguishes you from everyone else Brand Personality adjectives that describe the brand or the desired adjectives that describe the brand Brand Position where the brand is perceived in the consumers mind within a given competitive set how it compares to others in terms of quality, innovation, price, etc. Brand Identity the visual, auditory, and sensory components of the brand (logo, marks, type, color)

Brand Essence The Heart and Soul of who we are Adjective, Adjective, noun 1) 2) 3) 4) 5) Who not what Soul not a slogan Simple and Concise Aspirational attainable Timeless and Enduring constant

Nike Genuine, Athletic Performance Disney Fun, Family Entertainment Starbucks- Rewarding Everyday Moments Hallmark Caring Shared APWA Public Works Solutions Network Brand Promise What differentiates from all others? Only ELA delivers (unique promise) to (target audience) 1) What is extremely important to our members 2) That we are uniquely suited to delivering 3) And others are not currently addressing Examples: Only Volvo delivers assurance of the safest ride to parents who are concerned about their childrens well being Only Harley-Davidson delivers the fantasy of complete freedom on the road and the comradeship of kindred spirits to avid cyclists.

Brand Personality 1) The personality and value of the leaders 2) The personality and values of our most zealous members 3) Brand personality is the attributes we are and attributes we aspire to be

Color Psychology: The Color White

purity innocence cleanliness sense of space neutrality mourning (in some cultures/societies)

Color Psychology: The Color Black

authority power strength evil intelligence thinning / slimming death or mourning

Color Psychology: The Color Gray

neutral timeless practical

Color Psychology: The Color Red

love romance gentle warmth comfort energy excitement intensity life blood

Color Psychology: The Color Orange

happy energetic excitement enthusiasm warmth wealth prosperity sophistication change stimulation

Color Psychology: The Color Yellow

happiness laughter cheery warmth optimism hunger intensity frustration anger attention-getting

Color Psychology: The Color Green

natural cool growth money health envy tranquility harmony calmness fertility

Color Psychology: The Color Blue

calmness serenity cold uncaring wisdom loyalty truth focused un-appetizing

Color Psychology: The Color Purple

royalty wealth sophistication wisdom exotic spiritual prosperity respect mystery

Color Psychology: The Color Brown

reliability stability friendship

sadness warmth comfort security natural organic mourning (in some cultures/societies)

Color Psychology: The Color Pink

romance love gentle calming agitation

Read more: http://www.arttherapyblog.com/online/color-psychology-psychologica-effects-ofcolors/#ixzz2DSj5ezVd

Brand Equity
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