Defining Your Team’s Branding Beyond Who Touches the …...FINDING YOUR SPECIAL PURPOSE: Defining...

©2016 COLLE+McVOY 1©2016 COLLE+McVOY 1

FINDING YOUR

SPECIAL PURPOSE:

Defining Your Team’s Branding

Beyond Who Touches the Wall First


WHAT IS A BRAND?


“Marketing is no longer about the stuff that you make, but about the stories you tell.”

— Marketing Guru, Seth Godin


Brand = Story


SWIM TODAY’S

BRAND STORY


WHAT PEOPLE SAY MISSION

To empower kids to

find their best self.

BRAND STORY


AT T R I B U T E S O F S W I M M I N G V S . O T H E R S P O RT S

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Swim Parent Non-Swim Parent


WHAT PEOPLE SAY

Parents think other

sports are more fun,

healthy, social and cool

than team swimming,

but once their kids join a

team, they believe the

opposite

MISSION

To empower kids to

find their best self

BRAND STORY

The Funnest

Sport There Is


Intimidating &

CompetitiveFunnest Sport


HOW TO BUILD

YOUR BRAND STORY


STEP 1

DEFINE YOUR MISSION


WHY ?


WHAT PEOPLE SAY MISSION

Deliver amazing family

moments and don’t sink

BRAND STORY


STEP 2

WHAT PEOPLE SAY


“GRUNT” And hits his brother.

— Ike, age 2

“STOP BEING WEIRD.”

— Aleks, wife

“I LOVE SWIMMING. I WANT TO BE A MERMAID.”

— Greta, age 6

“I WON’T PUT MY HEAD UNDER THE WATER.”

— Eli, age 4


HUMAN INSIGHT BRAND PURPOSE



BRAND STORY

Swimming is fun

Dad is weird


STEP 3

DEFINING YOUR STORY


HUMAN INSIGHT BRAND PURPOSE



BRAND STORY

Putting the fun

in dysfunctional

Swimming is fun;

Dad is weird.


STEP 4

TELL YOUR STORY


B R A N D S TO RY A F F E C T S E V E RY T H I N G

BRAND STORY

Teams/Classes

Employee Communications

Website

Advertising

Social Media

Consumer Experience


DISCUSSION


Thank You

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