Indigo Partners Branding

2 Why branding? “Strong brands do not belong to corporations, but to people” – Mark Gobe, Author of Emotional Branding They: Create a sense of “ownership” for those who use and love them Build upon personal identity, aspirations Utilize innovation to drive or support the brand Have a unique visual and verbal identity

3 Why is branding important? Creates a perception of lasting value –Product/service is worth more $$ –Less discounting required Creates customer loyalty –Additional purchases –Brand evangelists –Higher memorability Builds brand equity for long term sustainability

4 Characteristics of great brands Have a targeted consistent message “Do Less Better” – focus goals and execution within capabilities Demonstrate differentiation Exhibit patience Set clear expectations, and deliver -- over and over

Brand Development: The Architecture 5 Brand Story Implementation Mission/Vision/Values Brand Elements: Functional and emotional benefits; personality; credibility Value Proposition: Essence of the brand -- unique and valued aspects Brand Position: Positioning Statement, Tagline, Key Messages Marketing PR/Advertising Collateral Programs Partnerships Co-Marketing Company Employees Financials Fund-Raising Customer Experience Website Organization’s fundamental reason for existence The perpetual guiding star on the horizon

6 What is a Mission Statement? A compelling statement that provides emotional and intellectual energy for staff, volunteers and donors It should be differentiated from other fund-raising organizations It should be focused on making a real difference in the lives of stakeholders Example: TheatreWorks is committed to being one of America’s outstanding professional theatres. Our work celebrates the human spirit through innovative productions and programs inspired by our exceptionally diverse community.

7 What is a Vision? It can be longer than the mission statement It must paint a picture of how we see the world evolving It must show how we make an impact It should give our partners some sense of long-term expectations It should give our stakeholders assurance that we will be around years from now to support them with innovative and useful services

8 What are our Values? Our stakeholders want to know if our brand image, philosophy and ethics are in sync with their own Corporate Responsibility 5% giving Protecting the Environment LEED: Building Green We believe that your home should make you happy. We believe that when it comes to decorating, the wife is always right. Unless the husband is gay. We believe minimalism is a bummer. Example: Jonathan Adler Pottery Example: Target