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Much more than an ad campaign, web site or tagline could ever be, the brand story is the core truth of who you are, agreed to by all inside, and used to open conversations with those outside who need your services. We concentrate our efforts on uncovering each client’s authentic and unique brand narrative and bringing it to life. Then, we help them inspire and align every storyteller charged with delivering on it, from board room to switchboard, and build the tools — the Form — that help Story
CESA 7 September 2, 2009 Live Your Story Your brand is a story. Live it inside. Tell it well outside. And people will pull up their chairs for a listen. Much more than an ad campaign, web site or tagline could ever be, the brand story is the core truth of who you are, agreed to by all inside, and used to open conversations with those outside who need your services. What’s your story? Rethink—a fresh take on connecting with your customers Telling Your Story Telling Your Story Imaginasium guides organization leaders through measurable change and wins followers inside and out by aligning their brands through strategic communications. We concentrate our efforts on uncovering each client’s authentic and unique brand narrative and bringing it to life. Then, we help them inspire and align every storyteller charged with delivering on it, from board room to switchboard, and build the tools — the Form — that help Story. Our Story Branson on Branding Brand Audiences How do you feel? “The idea that business is strictly a numbers affair has always struck me as preposterous. For one thing, I’ve never been particularly good at numbers, but I think I’ve done a reasonable job with feelings. And I’m convinced that it is feelings — and feelings alone — that account for the success of the Virgin brand in all of its myriad forms.” A B C D E Fluid Brand Brand Audiences How do you feel? It’s outside the old traditional thinking of consistency in building a brand. Instead… It drives for consistency of response with a wide variety of audiences. A B C D E Who are you? Why are you here? How are you unique? Who cares? Why do I care? What’ll keep me engaged? Fire up the custodian as well as the superstar. Telling Your Story [...]...Uncover Your Story Core Findings from Discovery and Materials Audit ASPIRO is a family, and an outlet for fun, support and feeling comfortable ASPIRO is not a place With many levels of support and opportunities for the target population and families, ASPIRO has a unique role in the community The greater community does not know about ASPIRO or make the association between name and brand attributes... Uncover Your Story Core findings from Discovery and Materials Audit The organization’s mission, vision, and core values are lived passionately by board members and employees ASPIRO, like many organizations, has a strong internal voice, but is hit or miss when targeting external audiences Outsiders current perceptions make it harder for us to reach target audiences with reasons they should care and motivating... think about ASPIRO And then we will create the way external audiences see ASPIRO You should speak passionately, and be always relevant so the target audiences are inspired to join this cause, actively participate in propelling the mission onward, and become emotionally tied to a common success Define Your Story Steps toward your unique Brand Position Identify Key Strengths Translate Key Strengths into... will remain as a internal rally cry that is based off of the mission statement Telling Your Story Develop the story tell the impact you want to achieve “This is what we want to change…the difference I want to make…and here’s how we’re going to do it.” Tell it to real people Personal relationships, engaging…two versions Make sure you can live it Strengths, USPs, UBPs, Position Telling Your Story – Exercise... challenges a person faces, he/she will find success Brand Promise External Internal How it should be used: Replaces the use of the mission statement (currently used to explain the logo) Used with the logo as a sign off or separate as a statement of purpose Does replace “Reach Connect Achieve.” as part of logo for external audiences Doesn’t replace “Reach Connect Achieve.” within ASPIRO It will remain... take the desired action What Did We Uncover? ASPIRO is much more than a place But it’s also more than the services provided or work done It’s more than the people who work, volunteer and visit ASPIRO thinks differently, focusing on abilities or strengths and giving each person an opportunity to succeed ASPIRO Is A Movement It’s important to reframe the way we, as internal audiences, think about ASPIRO... it on a target Friendly & skeptical Try it on everyone else (A starter cross section) The Experience Design the Experience Involve all departments Chart the touchpoints Avoid Kmart Pursue Disney, Starbucks, SuperBowl Think like John Deere It’s All in the Packaging Sight Hearing Touching Smelling Tasting Start asking a few questions around your organization And then listen You’ll identify potential trouble... identify potential trouble spots…and opportunities Are you aligned? Establishing Reality & Desire Boardroom to the Switchboard involvement Explore…organization, geography, competition, audience segments, brand emotional & rational perceptions of employees/families/ industry/community Identify what winning looks like (Goalposts) Wish/Granted…impact the operations Basic Tenets…Start at the top, every opinion... flip side: What is your audience “buying?” Boil all of that down to the ONE THING that will make ASPIRO’s brand unique to the marketplace Defining the Story Opportunities to build confidence and independence A sense of family Unconditional Support USPs (Unique Selling Propositions) Progressive adaptive solutions to challenges A Future Selfsufficiency When given the tools, opportunity and support, every... hearts & minds, train for change, tell the world (long term), stay brand focused 1.] What’s the challenge? (The assignment) Getting buy-in The 11 Questions 2.] Whose perceptions m atter? (Target audience) 3.] What’s going on? (Research) 4.] What do people thin (Current perceptionsk? ) 5.] What are you really? (Facts) 6.] What should people th (Desired perceptions) ink? 7.] What will you tell th (Value