1. The Salvation Army Brand
Presented by The Salvation Army USA Southern Territory
Welcome – share *goals* for the day.
We are going to talk about how each of us are influencers for The Salvation Army and how we can use our expertise to share The Salvation Army’s story.
We are going to learn how to focus our messaging in a way that raises awareness about The Salvation Army.
Each of you are going to have the opportunity to have “on camera” experience.

2. WHY do we need a Brand?
A quick look at the WHY [we need] our branding promise. Then see how the aspiration of a consistent national message can realize strong dependability with the public, while providing a more meaningful officer/employee/volunteer foundation for success in all we do.

3. So What Is A Brand?
Branding is the process of creating a strong, positive perception of a company or organization, its products/ services in the customer’s/donor’s mind by combining such elements as logo, design, mission statement, and a consistent theme throughout all marketing communications. Effective branding helps companies differentiate themselves from their competitors and build a loyal customer base.

4. So What Is A Brand?
A Brand is the image people have of an organization. It’s who people think we are.
"It’s an 'emotional aftertaste' that comes after an experience (even a second-hand one) with a product, service, or company." Ze Frank, BuzzFeed

5. Outline the Richards Group Spherical Branding method
Outline the Richards Group Spherical Branding method. The two month Spherical process, “enables brands to attain a higher calling, a crystal clear positioning, a likeable personality and a magnetic affiliation which will attract and retain more customers,” says Richards.
Spherical Branding TM

7. Brand Vision Brand Personality Brand Positioning Brand Affiliation
Doing the most good
Brand Personality
Passionate, Compassionate, Brave, Uplifting, Trustworthy
Brand Positioning
To those who want to positively affect their world,
The Salvation Army is the charity that maximizes donations.
The rationale behind the Spherical study
Brand Affiliation
Informed individuals who give where it will do the most good.

8. So What Is A Brand?
An effective brand promise helps establish that connection by being inspiring. At the same time, don't promise what you can't deliver. A brand promise is meant to inspire, but you also want to be realistic.

9. So What Is A Brand?
"To form a deep attachment between your brand and your community is to make and keep your brand promise…..over, and over, and over again."
Marcus Varner, Senior Content Marketing Manager, Workfront

10. Brand promises for all five “household” brands appear on the next slide

11. Famous Brand Promises
“To inspire moments of optimism and uplift.” (Coca-Cola) “The Ultimate Driving Machine” (BMW) “Preserving the Magic of Childhood” (Disney) “To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.” (Starbucks) “We continue to change the way the world works and lives by doing one simple thing: Placing our customers at the center of all we do.” (Federal Express)

12. A Brand Promise Is: Simple
It should be a simple sentence or two. It is not the same as our mission statement, which can often get convoluted with rambling sentences.

13. A Brand Promise Is: Credible
If the community experience doesn’t match the brand promise, the value of your brand is weakened.

14. A Brand Promise Is: Memorable
A brand promise should impact every decision the organization makes. While a promise may not be as catchy as a tagline or slogan, it must be memorable enough for us to embrace it and use it during community reactions. 

15. A Brand Promise Is: Inspiring
People, in general, will act when they feel an emotional connection to a person, or an organization. An effective brand promise helps establish that connection by being inspiring. At our core, the WHY, is the desire to save the soul of everyone.

16. The Salvation Army’s Brand
The Salvation Army’s Brand is a Promise.
A Promise that conveys the following:
We promise to do the most good for those we serve 365 days a year.
We promise to do the most good with a donor’s resources.

17. The Salvation Army’s Brand
The Promise must become a daily goal in everything we do. If what we are doing is not the most good, then leave it alone and find something that does!

18. The Salvation Army’s Brand
In our renewing of the WHY in all we do, the Promise is the perfect fit when it comes to our missional focus-the saving of souls.

19. The Salvation Army’s Brand
Our WHY is a sacred stewardship responsibility, that coupled with the Promise, urgently compels us to live out the Promise with those who are in great need, physically and spiritually.

20. The Salvation Army’s Brand
All we have and are must be dedicated to the Glory of God, and the winning of souls for His Kingdom here on earth.

22. Brand Vision Brand Personality Brand Positioning Brand Affiliation
Doing the most good
Brand Personality
Passionate, Compassionate, Brave, Uplifting, Trustworthy
Brand Positioning
To those who want to positively affect their world,
The Salvation Army is the charity that maximizes donations.
Reitorrate the rationale
Brand Affiliation
Informed individuals who give where it will do the most good.

23. Questions?