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

2. 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.

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

5. What it’s not
Logo
Packaging
Website
Signage
Tagline

6. 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

7. 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.

9. 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

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

12. 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

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

14. 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

15. “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.”

16. The RIPE® Model

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

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

19. 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

20. 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.

21. Identity
Creating Identity – Class work (Mood Board)

22. 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

23. 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.

24. 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

25. 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.

26. 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

27. QUESTIONS?

28. Contact Us
thebbccompany.com
@thebbccompany +