Brand Perception within and beyond the Non - Profit Space MASTERCLASS By Tomilayo Aluko

The BBCCompany – Who We Are Founded in 2015, the Boutique Brand Communications Company (The BBCCompany) is a bespoke brand management consultancy. The services we offer are a result of well-researched, professional and creative methodologies merged to help build the ultimate brand for our clients.

Outline What exactly is a Brand? Defining Brand Perception Why is it Relevant

What it’s not Logo Packaging Website Signage Tagline

What is a “Brand” Is a living breathing organism Is a promise Is a persona Is a signature Is what consumers say you are – Perception

Brand Perception Perception is defined as a mental impression of something as a result of its interpretation through the senses. Combined with our understanding of what a brand is, brand perception is how consumers interpret a brand based on sensory information gathered through interactions with it. Simply put, it’s how consumers think, feel, and react to a brand based on their experiences with it.

Why is it relevant? Brand perception, like any relationship, is fluid and can evolve over time. The more experiences and interactions a consumer has with a brand, the greater the potential for their brand perception to change. CHANGE IS CONSTANT

NGO Challenges Lack of Funds High Staff Turnover Absence of Strategic planning Poor Communication Poor Networking Culled from: www.penkenya.org

So Why BRANDing? Branding is a process that allows a business/NGOs morph into a brand. Focus on value Prioritize projects and programs Communicate Effectively and Efficiently Consumers (internal and external) have too many choices to make… to lead in your space you need to build strength Brand Strength = Reputation X Visibility

Creating a successful Brand Defines core differentiation Creates experiences Is relevant, believable, sustainable and consistent

NGO Brand Building Natural stories on impact Pros Cons Natural stories on impact Usually fewer decision makers Passion driven Limited resources to make noise Diverse projects and plans

“The models and terminology used in the nonprofit sector to understand brand remain those imported from the for-profit sector to boost name recognition and raise revenue.”

The RIPE® Model

The BRAND RIPE® Model Our Brand Strategy Model RESEARCH IDENTITY POSITIONING EXECUTION To EQUITY

RESEARCH Brand research delves into your who, what, why, when… It determines the validity of your brand and extent of sustainability.

SWOT Analysis Strengths Financial capacity to enter new markets. Good knowledge of jewelry business. Good recognition for the DT exclusive range. Variety of products for different audiences Weaknesses Unawareness of competition Few structured strategic planning Wide ranges… either low low end or high high end Opportunities High spenders Target audience always have a need for jewelry More sales locally, due to the exchange rate fluctuation Nature of the activities women undergo in Lagos, supports the jewelry market. Threats Strong presence of competition in the exclusive range market. Sluggish economy may adversely influence patronage. Unstable exchange rates may adversely influence purchasing decisions

BRAND IDENTITY Brand identity is the aggregation of all you do. It is your mission, vision, personality, promise to the consumers and competitive advantages. Every brand is unique due to its identity. It includes following elements - Brand vision, brand culture, positioning, personality, relationships etc.

Identity Creating Identity – Class work (Mood Board)

RECAP Internal audit External audit Competitors Analysis BRAND RESEARCH BRAND IDENTITY Internal audit External audit Competitors Analysis Segmentation (target audience) Aspirational associations thinking, feelings and expectations of target audience Colors, shapes, textures etc Logos, Symbols, font type, trade marking

BRAND POSITIONING Brand positioning refers to the consumer’s reason to buy. It is ensures that all brand activities are guided, directed and delivered by the brand’s benefits/reasons to believe; and focuses on all points of contact with the consumer.

BRAND EXECUTION Brand execution is how you deliver on that promise through a tangible action plan… Once the first three steps have been taken EXECUTION must happen! Strategic vs Tactical

BRAND EQUITY Brand Equity is the value and strength of a brand. The differential impact of brand knowledge on consumers response to the positioning. Brand Equity exists as a function of consumer choice in the market place.

RECAP Under positioning Over positioning Confused positioning EXECUTION POSITIONING Employee engagement Consumer engagement Consistency Under positioning Over positioning Confused positioning Double Positioning EQUITY Awareness Association Loyalty Quality consistency

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