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Transcript of CLEAR 2008 Annual Conference Anchorage, Alaska “Positioning Your Organization for Success -...
CLEAR 2008 Annual Conference
Anchorage, Alaska
“Positioning Your Organization for Success - Developing a Branding Strategy: Where Does Marketing Fit In?”
Karen Gerwitz, Colorado Department of Regulatory Agencies
Chris Ferguson, Ontario Ministry of Small Business & Consumer Services
CLEAR 2008 Annual ConferenceAnchorage, Alaska
Overview
• Answer the title question, “Where does marketing fit in to developing a brand strategy?”
• Share experiences of branding in public sector• Understand the process for developing a
sustainable brand • Present best practices• Gain insights about developing verbal and visual
identities• Align internal culture to external reputation
CLEAR 2008 Annual ConferenceAnchorage, Alaska
Brand
“ What exactly is a brand? Hint: It’s not a company’s logo or advertising.”
Marty Neumeier, Zag
Brand - Name of your organization and the associationsthat people have with it
What your brand can do:• Brings to life your vision, mission, values and goals• Builds, enhances or re-builds your organization’s identity• Provides emotional, functional, verbal and visual alignment • A framed canvas – a boundary to inspire and provide focus and
clarity• Primary function of a brand = brings clarity in making decisions
CLEAR 2008 Annual ConferenceAnchorage, Alaska
The Language of Branding
• Many think branding is marketing• Many think marketing is advertising• Many think branding is advertising• Terms like culture, essence, identity, image,
positioning,reputation and tradition often resonate during the brand building process
CLEAR 2008 Annual ConferenceAnchorage, Alaska
Contemporary Approaches to Brand Building- 6 Cs vs. 4 Ps• Connection• Conversation• Core values• Collaboration• Community• Culture
vs.
• Product
• Place
• Price
• Promotion
CLEAR 2008 Annual ConferenceAnchorage, Alaska
Brand Development Process
• Establish a dialogue• Conduct research • Develop a brand positioning platform• Embed the brand strategy throughout your
internal culture• Execute the brand strategy across all touch
points• Align internal culture with external reputation, as
well as verbal and visual identities• Live the brand strategy through operations• Measure the effectiveness of the brand strategy• Manage the brand
CLEAR 2008 Annual ConferenceAnchorage, Alaska
Case Study
Colorado Department of
Regulatory Agencies
(DORA)
CLEAR 2008 Annual ConferenceAnchorage, Alaska
DORA’s Vision/Mission
Vision Statement
Colorado’s economy will thrive through a regulatory framework that protects Colorado’s consumers, while fostering fair and rigorous standards for professionals and businesses.
Mission Statement
Consumer protection is our mission.
CLEAR 2008 Annual ConferenceAnchorage, Alaska
DORA’s Valuesalign brand, mission and strategic planning results-based governmentgather employee feedback become the “go to place” for consumer
protection911 Mentality – What is the nature of your
emergency?educate consumers of their rights and
professionals of their responsibilitiesa culture of collaborationa common language and identity
CLEAR 2008 Annual ConferenceAnchorage, Alaska
DEFINING THE BRAND Communications Audit
• Determine how DORA currently positions itself, and how closely aligned audience opinions are with its mission and strategic plan
• Research methodology included one-on-one interviews, focus groups, idea generating session and testing with representative samples of DORA constituents
• Analyze DORA touch points
Remember, simplicity is fundamental to successful adoption of a brand idea!
CLEAR 2008 Annual ConferenceAnchorage, Alaska
DORA’s Visual Identity Summer 2007
CLEAR 2008 Annual ConferenceAnchorage, Alaska
DORA’s Visual Identity Summer 2007
CLEAR 2008 Annual ConferenceAnchorage, Alaska
A New Identity for DORA
“The brand is not something that can necessarily be crafted, rather it is something that has to be discovered.”
Nicholas Ind, Living the Brand
CLEAR 2008 Annual ConferenceAnchorage, Alaska
DEFINING THE BRAND Brand Positioning Platform
AccessibleGovernment
Consumer Protection
DORA is dedicated to preserving the integrity of the marketplace and is committed to promoting a fair and competitive business environment in Colorado. Consumer protection is our mission.
CollectiveResource
FairStandards
Qualified Professionals
Examples at the department, division and individual levelsProof Points
Reasons to Believe
Platform
Promise
CLEAR 2008 Annual ConferenceAnchorage, Alaska
DEFINING THE BRAND Verbal Identity
Elevator Speech
DORA is dedicated to preserving the integrity of the marketplace and is committed to promoting a fair and competitive business environment in Colorado. Consumer protection is our mission.
CLEAR 2008 Annual ConferenceAnchorage, Alaska
DEFINING THE BRAND Visual Identity
CLEAR 2008 Annual ConferenceAnchorage, Alaska
DEFINING THE BRAND Visual Identity
CLEAR 2008 Annual ConferenceAnchorage, Alaska
BRINGING THE BRAND TO LIFE Implementation of Brand
• Employee meetings• Communications Council• DORA calendar• Official launch• Intranet• Brochures, Reports• Website overhaul• Employee orientation• Performance Plan changes• Outreach
CLEAR 2008 Annual ConferenceAnchorage, Alaska
BRINGING THE BRAND TO LIFE Brand Champions
Who are brand champions?• Those enthusiastic about the brand, mission and direction• Those who consistently demonstrate “on-brand” behavior from all levels• Your everyday heroes• Senior staff that incorporate the brand/mission language into a speech• Those with credibility who initiate good ideas and involve others• Members of the Communications Council, who help implement the brand• A receptionist who changes the way he answers the phone• An HR Director who changes the template of a job description or
interview questions• A client or customer, who helps promote the brand or mission
Diversity is key! No tokens ... no professional advocatesTrack record of excellence – real lives
CLEAR 2008 Annual ConferenceAnchorage, Alaska
Case Study
Ontario Ministry of
Small Business & Consumer Services
CLEAR 2008 Annual ConferenceAnchorage, Alaska
Consumer Protection in Ontario
• Ontario’s Consumer Protection Branch– telephone advice, smart referrals– complaint mediation– investigations – prosecutions– licensing: collection agencies, payday lenders, credit
bureau, cemeteries– Ontario Film Review Board
CLEAR 2008 Annual ConferenceAnchorage, Alaska
Mission/Vision
• To promote a fair, safe and informed marketplace within a competitive economy
• To earn recognition as the go-to source of advice, information and help for Ontario consumers
CLEAR 2008 Annual ConferenceAnchorage, Alaska
Brand Values
respect & fairness for everyonehonesty, integrity and respect for law ethical & responsible behavior continuous learning & improvementefficiency & controllership team work, team play, team spirit innovation and creativity
CLEAR 2008 Annual ConferenceAnchorage, Alaska
CREATING THE BRAND CULTURE Recognize Need
• Branding Drivers– name change ... we got lost!!– plummeting call volumes– media criticism– consumer group pressure – staff demand ... EE surveys, town halls
CLEAR 2008 Annual ConferenceAnchorage, Alaska
CREATING THE BRAND CULTURE
You Are What You Do...
• how you serve others shapes you
• success sells the brand – to your staff ... internal development– to your masters ... support/endorsement– to your customers ... recognition
• sell your staff on opportunity and growth – public speaking ... media PSA interviews– media writing ... event planning ... outreach
CLEAR 2008 Annual ConferenceAnchorage, Alaska
CREATING THE BRAND CULTURE ... So Do It
• identify early/easy wins ...
• make like Nike, just (you know the rest) ...
• sell your staff on their own success ...
• and work up to bigger challenges
CLEAR 2008 Annual ConferenceAnchorage, Alaska
CREATING THE BRAND CULTURE R&R
• Recognize & Reward those who live the brand ... – Consumer Watchdog ... Consumer Ambassador– Amethyst Inukshuk– Tim’s Teamsters – Instant Recognition– Wall of Fame ... Kudos Korner– Spot Awards – Lapel Pins– external awards:
• ACE ... NACAA• IPAC• Buffalo wings
CLEAR 2008 Annual ConferenceAnchorage, Alaska
CREATING THE BRAND CULTURE R&R
• really Recognize and Reward those who live the brand ... – performance contracts – specific measures, results– balanced scorecard ... dashboard– developmental opportunities– flexible work arrangements– more than one way to live the brand
As with a painting, there can be many perceptions of the same brand.
CLEAR 2008 Annual ConferenceAnchorage, Alaska
CREATING THE BRAND CULTURE
Rainmaking
• money talks: finding funds supports brand culture! – confirm YOUR commitment budget allocation – validate brand with external partnerships – co-brand to add “street cred,” reach and value– shift costs away from taxpayers
but in-kind contributions build relationships ...
CLEAR 2008 Annual ConferenceAnchorage, Alaska
CREATING THE BRAND CULTURE Consumer Outreach
Consumer Outreach Fund – Established by HB 08-1216• Funded by surcharge up to 15% on fines, < $200,000• Professional Outreach to reduce future fines• Consumer Outreach to educate consumers of their rights• Potential Consumer Topics – (mortgage fraud, read the fine
print, increasing utility bills, identity theft, etc.); Engage staff• Take home message – DORA is your consumer protection
department, call to action• Social media, road shows, ad campaign, partnerships• External campaigns need to be marketed internally!
CLEAR 2008 Annual ConferenceAnchorage, Alaska
CREATING THE BRAND CULTURE Build Bridges
• Bridge Builders ... – friendly, engaging, outgoing ... – collaborative ... look to connect/partner readily – focus on long-term, durable relationships (bridges)– love attention ... the media
• Bridge Building Capacity ... – hire extroverts!– talk to staff about THEIR connections– build social confidence gradually – train, train, train
CLEAR 2008 Annual ConferenceAnchorage, Alaska
LIVING THE BRAND CULTURE Build Bridges
• build on staff’s natural, personal, cultural connections ... – church, temple, etc.– community groups/associations, clubs– “ethnic media”
CLEAR 2008 Annual ConferenceAnchorage, Alaska
LIVING THE BRAND CULTURE Build Bridges
• “collaborative culture” ... learn to find/forge communities of common purpose ...– community legal clinics – constituency office connections – schools ... colleges– business associations– consumer advocacy groups
CLEAR 2008 Annual ConferenceAnchorage, Alaska
LIVING THE BRAND CULTURE Media
• good media builds the brand– earned coverage ... – staff morale can soar ... bragging rights– avoid earned media pitfalls
• make media friends – Caribbean Media Day ... Chinese Calendar Launch– local media ... matte article service– consumer crusader summit
A brand needs to keep giving people new reasons to choose it!
CLEAR 2008 Annual ConferenceAnchorage, Alaska
“Managing a brand is a lifetime of work.”Howard Schultz
Chairman, Starbucks
CLEAR 2008 Annual ConferenceAnchorage, Alaska
Brand Resources• Ind, Nicholas. Living the Brand (2007)• Kelly, Lois. Beyond Buzz (2007)• Kerner, Noah and Gene Pressman. Chasing Cool
(2007)• Michelli, Joseph. The Starbucks Experience (2007)• Neumeier, Marty. Zag (2007)• Sartain, Libby and Mark Schuman. Brand From the
Inside (2006)• Sernovitz, Andy. Word of Mouth Marketing (2006)• http://www.brandchampionsblog.com/• www.brandchannel.com• www.marketingpower.com
CLEAR 2008 Annual ConferenceAnchorage, Alaska
Speaker Contact Information
Karen A. GerwitzDirector of CommunicationsColorado Dept. of Regulatory [email protected] 303-894-2338
Christopher A. FergusonDirector, Consumer Protection BranchMinistry of Small Business & Consumer ServicesOntario, [email protected] 416-325-8598