What’s the buzz about BRANDING? NERAOC Meg Baughman WVU Extension Service, Integrated Marketing and Creative Services Leader

BRANDING Everyone today seems to be talking about Brands and Branding…. Products are brands Politicians are brands Companies are brands Colleges and Universities are brands Extension Service is a brand Even people are brands

BRANDING Is Everywhere and Anywhere!

We’re surrounded !

BRANDING It is used in advocacy It is used in marketing But it is neither So what is it? And why is it important?

WHAT IS A BRAND?

Branding reflects the character of the organization, values, goals, and purpose Branding creates predictability A brand is created over time A brand should evoke a myriad of images, feelings …and impressions of the organization’s values and understanding of its priorities Ultimately the brand resides in the mind of the consumer

Branding Is Not Marketing Branding begins at “home” —marketing begins with the customer Branding reflects who you are and what you do—marketing is giving your audience/customer what it needs It is the organization or entity—not the customer who defines the brand

Branding More Than a Logo The logo is just one or more of the set of identify elements that are a short hand for the organization It is the values and actions of the organization that give the logo meaning

Some of the Meaning Behind a Brand Is Emotional You feel safe in a Volvo. You feel nurturing when serving Quaker Oats to your family. You feel successful in a Lexus. You show others you are smart, stylish and unpretentious when you buy clothes at Target.

What do these logos mean to you?

Branding Is…. A brand is more than a logo A brand is a valued “trust”, a promise It reflects the character of the organization A brand involves consumers’ perceptions and feelings; it’s personal and powerful

GOOD BRANDING HAS POWERFUL BENEFITS

Why Brand? A brand provides focus. Helps accomplish the organization’s goals Attracts more resources Makes it easier to recruit support Makes marketing less costly Saves time Builds trust in “product” Builds trust in “deliverer” Easier to expand with new ideas—i.e., accomplish goals And……

Good Branding Is Important It helps establish how a customer thinks about the company or organization Or remembers or thinks about an the organization’s product or program Or remembers you as an member of that organization

IT IS IMPORTANT HOW THE ORGANIZATION BRANDS ITSELF!

What Are Their Brands?

A brand gone bad is still a brand!

GOOD BRANDING MAKES A DIFFERENCE

Good Branding Differentiates Greeting Cards Hallmark When you care enough ……………………….. American Greetings

The McDonald’s Brand Stands For… International French fries Big Mac Fun for children Golden Arches Clean bathrooms Ronald McDonald Value for your $

GOOD BRANDING IS ALSO VALUABLE

Valuable

Identity Elements and Logos In a cluttered world where people are time-compressed, logos with meaningful brands are the short cuts to help them make decisions.

Logo Use Make Organizations/ Companies Recognized

The Cooperative Extension Service Extension Service has been around a long time. So what do people think? What is our brand ? Have we done a good job?

The National Extension Service Brand Study Conducted by Copernicus Marketing and Research Conducted Nationwide

The Copernicus Study Showed That Extension Clients… Want a resource they can trust Expect convenient access to the best information Need knowledgeable, committed staff they can turn to for help

The Copernicus Study Also Showed: Characteristics that clients and stakeholders rate Extension as “excellent” and which have high motivating power: Trustworthy source Is an organization you can trust Enhances your quality of life Great staff Has knowledgeable employees and volunteers Has committed employees and volunteers who truly care

And the Survey Said… “ALL POSITIVE”

MEETING THE CHALLENGE: BUILDING BRAND AWARENESS

Powerful and Influential Not just a fizzy cola drink Americana Good times, refreshing Policies for identity Has set logo Has set colors Consistent use

At the core of achieving good recognition and attracting clients are… Organization’s values and practices that reflect the character of an organization that is the brand A set of “identity” elements that are a shorthand for the organization A policy that defines brand uses that are consistently followed

Extension’s Brand Promise  Extension provides practical education you can trust, to help people, businesses, and communities solve problems, develop skills, and build a better future.

Remember: Strong Identity Help Deliver Strong Benefits  Good funding  Differentiation from competitors  Greater customer loyalty  Greater flexibility and adaptability in a changing market  More-effective employees  Higher-quality job applicants

Use your brand! -Feature your expertise -Promote your programs -Show value -Logo everything! -Get the word out! Best-Kept Secret!

Don’t Miss Branding Opportunities Wear your brand. Display your brand. Be prepared with your brand’s elevator pitch. Practice your brand story. Place your brand on all materials. Follow the guidelines of your communications units !

Use Your Branding Toolbox Your branding checklist: Telephone signature Website Newsletter Programs T-shirts Fact sheets Introducing yourself Media stories

EXTENSION IS FOREMOST A SERVICE

YOU! Your care Your expertise The quality of your work Your character

Questions? Thank you.