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CLEAR 2008 Annual Conference Anchorage, Alaska “Positioning Your Organization for Success - Developing a Branding Strategy: Where Does Marketing Fit In?”

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Presentation on theme: "CLEAR 2008 Annual Conference Anchorage, Alaska “Positioning Your Organization for Success - Developing a Branding Strategy: Where Does Marketing Fit In?”"— Presentation transcript:

1 CLEAR 2008 Annual Conference Anchorage, Alaska “Positioning Your Organization for Success - Developing a Branding Strategy: Where Does Marketing Fit In?” Karen Gerwitz, Colorado Department of Regulatory Agencies Chris Ferguson, Ontario Ministry of Small Business & Consumer Services

2 CLEAR 2008 Annual Conference Anchorage, Alaska Overview Answer the title question, “Where does marketing fit in to developing a brand strategy?” Share experiences of branding in public sector Understand the process for developing a sustainable brand Present best practices Gain insights about developing verbal and visual identities Align internal culture to external reputation

3 CLEAR 2008 Annual Conference Anchorage, Alaska Brand “ What exactly is a brand? Hint: It’s not a company’s logo or advertising.” Marty Neumeier, Zag Brand - Name of your organization and the associations that people have with it What your brand can do: Brings to life your vision, mission, values and goals Builds, enhances or re-builds your organization’s identity Provides emotional, functional, verbal and visual alignment A framed canvas – a boundary to inspire and provide focus and clarity Primary function of a brand = brings clarity in making decisions

4 CLEAR 2008 Annual Conference Anchorage, Alaska The Language of Branding Many think branding is marketing Many think marketing is advertising Many think branding is advertising Terms like culture, essence, identity, image, positioning, reputation and tradition often resonate during the brand building process

5 CLEAR 2008 Annual Conference Anchorage, Alaska Contemporary Approaches to Brand Building- 6 Cs vs. 4 Ps Connection Conversation Core values Collaboration Community Culture vs. Product Place Price Promotion

6 CLEAR 2008 Annual Conference Anchorage, Alaska Brand Development Process Establish a dialogue Conduct research Develop a brand positioning platform Embed the brand strategy throughout your internal culture Execute the brand strategy across all touch points Align internal culture with external reputation, as well as verbal and visual identities Live the brand strategy through operations Measure the effectiveness of the brand strategy Manage the brand

7 CLEAR 2008 Annual Conference Anchorage, Alaska Case Study Colorado Department of Regulatory Agencies (DORA)

8 CLEAR 2008 Annual Conference Anchorage, Alaska DORA’s Vision/Mission Vision Statement Colorado’s economy will thrive through a regulatory framework that protects Colorado’s consumers, while fostering fair and rigorous standards for professionals and businesses. Mission Statement Consumer protection is our mission.

9 CLEAR 2008 Annual Conference Anchorage, Alaska DORA’s Values align brand, mission and strategic planning results-based government gather employee feedback become the “go to place” for consumer protection 911 Mentality – What is the nature of your emergency? educate consumers of their rights and professionals of their responsibilities a culture of collaboration a common language and identity

10 CLEAR 2008 Annual Conference Anchorage, Alaska DEFINING THE BRAND Communications Audit Determine how DORA currently positions itself, and how closely aligned audience opinions are with its mission and strategic plan Research methodology included one-on-one interviews, focus groups, idea generating session and testing with representative samples of DORA constituents Analyze DORA touch points Remember, simplicity is fundamental to successful adoption of a brand idea!

11 CLEAR 2008 Annual Conference Anchorage, Alaska DORA’s Visual Identity Summer 2007

12 CLEAR 2008 Annual Conference Anchorage, Alaska DORA’s Visual Identity Summer 2007

13 CLEAR 2008 Annual Conference Anchorage, Alaska A New Identity for DORA “ The brand is not something that can necessarily be crafted, rather it is something that has to be discovered.” Nicholas Ind, Living the Brand

14 CLEAR 2008 Annual Conference Anchorage, Alaska DEFINING THE BRAND Brand Positioning Platform Accessible Government Consumer Protection DORA is dedicated to preserving the integrity of the marketplace and is committed to promoting a fair and competitive business environment in Colorado. Consumer protection is our mission. Collective Resource Fair Standards Qualified Professionals Examples at the department, division and individual levels Proof Points Reasons to Believe Platform Promise

15 CLEAR 2008 Annual Conference Anchorage, Alaska DEFINING THE BRAND Verbal Identity Elevator Speech DORA is dedicated to preserving the integrity of the marketplace and is committed to promoting a fair and competitive business environment in Colorado. Consumer protection is our mission.

16 CLEAR 2008 Annual Conference Anchorage, Alaska DEFINING THE BRAND Visual Identity

17 CLEAR 2008 Annual Conference Anchorage, Alaska DEFINING THE BRAND Visual Identity

18 CLEAR 2008 Annual Conference Anchorage, Alaska BRINGING THE BRAND TO LIFE Implementation of Brand Employee meetings Communications Council DORA calendar Official launch Intranet Brochures, Reports Website overhaul Employee orientation Performance Plan changes Outreach

19 CLEAR 2008 Annual Conference Anchorage, Alaska BRINGING THE BRAND TO LIFE Brand Champions Who are brand champions? Those enthusiastic about the brand, mission and direction Those who consistently demonstrate “on-brand” behavior from all levels Your everyday heroes Senior staff that incorporate the brand/mission language into a speech Those with credibility who initiate good ideas and involve others Members of the Communications Council, who help implement the brand A receptionist who changes the way he answers the phone An HR Director who changes the template of a job description or interview questions A client or customer, who helps promote the brand or mission Diversity is key! No tokens... no professional advocates Track record of excellence – real lives

20 CLEAR 2008 Annual Conference Anchorage, Alaska Case Study Ontario Ministry of Small Business & Consumer Services

21 CLEAR 2008 Annual Conference Anchorage, Alaska Consumer Protection in Ontario Ontario’s Consumer Protection Branch –telephone advice, smart referrals –complaint mediation –investigations –prosecutions –licensing: collection agencies, payday lenders, credit bureau, cemeteries –Ontario Film Review Board

22 CLEAR 2008 Annual Conference Anchorage, Alaska Mission/Vision To promote a fair, safe and informed marketplace within a competitive economy To earn recognition as the go-to source of advice, information and help for Ontario consumers

23 CLEAR 2008 Annual Conference Anchorage, Alaska Brand Values respect & fairness for everyone honesty, integrity and respect for law ethical & responsible behavior continuous learning & improvement efficiency & controllership team work, team play, team spirit innovation and creativity

24 CLEAR 2008 Annual Conference Anchorage, Alaska CREATING THE BRAND CULTURE Recognize Need Branding Drivers –name change... we got lost!! –plummeting call volumes –media criticism –consumer group pressure –staff demand... EE surveys, town halls

25 CLEAR 2008 Annual Conference Anchorage, Alaska CREATING THE BRAND CULTURE You Are What You Do... how you serve others shapes you success sells the brand –to your staff... internal development –to your masters... support/endorsement –to your customers... recognition sell your staff on opportunity and growth –public speaking... media PSA interviews –media writing... event planning... outreach

26 CLEAR 2008 Annual Conference Anchorage, Alaska CREATING THE BRAND CULTURE... So Do It identify early/easy wins... make like Nike, just (you know the rest)... sell your staff on their own success... and work up to bigger challenges

27 CLEAR 2008 Annual Conference Anchorage, Alaska CREATING THE BRAND CULTURE R&R Recognize & Reward those who live the brand... –Consumer Watchdog... Consumer Ambassador –Amethyst Inukshuk –Tim’s Teamsters – Instant Recognition –Wall of Fame... Kudos Korner –Spot Awards – Lapel Pins –external awards: ACE... NACAA IPAC Buffalo wings

28 CLEAR 2008 Annual Conference Anchorage, Alaska CREATING THE BRAND CULTURE R&R really Recognize and Reward those who live the brand... –performance contracts –specific measures, results –balanced scorecard... dashboard –developmental opportunities –flexible work arrangements –more than one way to live the brand As with a painting, there can be many perceptions of the same brand.

29 CLEAR 2008 Annual Conference Anchorage, Alaska CREATING THE BRAND CULTURE Rainmaking money talks : finding funds supports brand culture! –confirm YOUR commitment budget allocation –validate brand with external partnerships –co-brand to add “street cred,” reach and value –shift costs away from taxpayers but in-kind contributions build relationships...

30 CLEAR 2008 Annual Conference Anchorage, Alaska CREATING THE BRAND CULTURE Consumer Outreach Consumer Outreach Fund – Established by HB 08-1216 Funded by surcharge up to 15% on fines, < $200,000 Professional Outreach to reduce future fines Consumer Outreach to educate consumers of their rights Potential Consumer Topics – (mortgage fraud, read the fine print, increasing utility bills, identity theft, etc.); Engage staff Take home message – DORA is your consumer protection department, call to action Social media, road shows, ad campaign, partnerships External campaigns need to be marketed internally!

31 CLEAR 2008 Annual Conference Anchorage, Alaska CREATING THE BRAND CULTURE Build Bridges Bridge Builders... –friendly, engaging, outgoing... –collaborative... look to connect/partner readily –focus on long-term, durable relationships (bridges) –love attention... the media Bridge Building Capacity... –hire extroverts! –talk to staff about THEIR connections –build social confidence gradually –train, train, train

32 CLEAR 2008 Annual Conference Anchorage, Alaska LIVING THE BRAND CULTURE Build Bridges build on staff’s natural, personal, cultural connections... –church, temple, etc. –community groups/associations, clubs –“ethnic media”

33 CLEAR 2008 Annual Conference Anchorage, Alaska LIVING THE BRAND CULTURE Build Bridges “collaborative culture”... learn to find/forge communities of common purpose... –community legal clinics –constituency office connections –schools... colleges –business associations –consumer advocacy groups

34 CLEAR 2008 Annual Conference Anchorage, Alaska LIVING THE BRAND CULTURE Media good media builds the brand –earned coverage... –staff morale can soar... bragging rights –avoid earned media pitfalls make media friends –Caribbean Media Day... Chinese Calendar Launch –local media... matte article service –consumer crusader summit A brand needs to keep giving people new reasons to choose it!

35 CLEAR 2008 Annual Conference Anchorage, Alaska “Managing a brand is a lifetime of work.” Howard Schultz Chairman, Starbucks

36 CLEAR 2008 Annual Conference Anchorage, Alaska Brand Resources Ind, Nicholas. Living the Brand (2007) Kelly, Lois. Beyond Buzz (2007) Kerner, Noah and Gene Pressman. Chasing Cool (2007) Michelli, Joseph. The Starbucks Experience (2007) Neumeier, Marty. Zag (2007) Sartain, Libby and Mark Schuman. Brand From the Inside (2006) Sernovitz, Andy. Word of Mouth Marketing (2006) http://www.brandchampionsblog.com/ www.brandchannel.com www.marketingpower.com

37 CLEAR 2008 Annual Conference Anchorage, Alaska Speaker Contact Information Karen A. Gerwitz Director of Communications Colorado Dept. of Regulatory Agencies karen.gerwitz@dora.state.co.us  303-894-2338 Christopher A. Ferguson Director, Consumer Protection Branch Ministry of Small Business & Consumer Services Ontario, CANADA chris.ferguson@ontario.ca  416-325-8598


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