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9 Brand Audit Slide Presentation.pptx
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- 2. _2 O | S I G N . O R G F i nd i n g a b r a n d s t o r y Brand + Marketing Audit Presented by
- 3. _3 O | S I G N . O R G Some organizations knowHOW they do it. These are the things that make them special or set them apart from their competition. HOW Every organization knows WHAT they do. These are the products and services they sell or produce. WHAT What is your brand story? T h r e e l a y e r s t o u n d e r s t a n d i n g b r a n d p u r p o s e WHAT HOW source: Simon Sinek, Author (2015) Very few organizations know WHY they do what they do. The WHY is not about making money (that’s a result). The WHY is a purpose, cause or belief. It’s the very reason an organization exists. WHY WHY
- 4. _4 O | S I G N . O R G People don’t buywhat you do, they buy why you do it. The goal isn’t to sell to people who need what you have…but sell to people who believe what you believe. When you identify and call out your business purpose, you will drive true loyalty and engagement. S i m o n S i n e k , A u t h o r
- 5. PAGE Personal Story Brand Story Purpose BrandVoice Beliefs Finding Your Why Each employee’s personal story can bring us closer into understanding the Brand Story, because whether you articulate your story well or not, you have a story. The better you understand it, the better you can mold it, change it and control the narrative. Sample Questions: How did you find out about this organization? What attracted you to the organization? What were your first impressions? What are your impressions now? What changed? Personal Story
- 6. PAGE Personal Story Brand Story Everybrand has a story to tell. With some help, it can be a great story that moves people to act. Our job is to answer questions and work exercises that lead us to that story. We’re looking for ‘human truth’ behind organization, a way of presenting the brand that’s believable and interesting - because it’s true. Sample Questions: What do you do? (Without talking about your services) Describe a memorable moment. What sets you apart? What are the different features of the organization? Tell us a story. (Personal or a "Legend") Brand Story. Finding Your Why Purpose Beliefs Brand Voice
- 7. PAGE Purpose A purpose statementstates the organization’s Why in its purest form. It’s less literal, more emotional. What drives you? A great purpose statement gives all stakeholders a sense of the character of the organization, which is proven out by its actions. Purpose is what guides you. Sample Questions: Why do you exist? What do you stand for? What motivates you? What are you passionate about? Purpose Finding Your Why Personal Story Brand Story Beliefs Brand Voice
- 8. PAGE Beliefs Most of thebelief statements will come after interviews. However, asking some direction questions can go a long way into identifying possible paths. We have found that a belief statement works best when you start with “We believe..." The belief statement aren't typically directly stated anywhere. Sample Questions: What do you believe about the industry? What do you believe about your co-workers? What do you believe about your customers? What do you believe about the community you serve? What do you believe about the world? Beliefs Finding Your Why Personal Story Brand Story Purpose Brand Voice
- 9. PAGE Brand Voice Brand Voice Abrand’s voice is made of words, phrases and characteristics that set the brand apart. What does your brand sound like? What is the tone? What is the attitude? To be successful, this voice rings with truth. It feels personal, trustworthy and human. What makes people interesting is that everyone is unique; everyone has their own voice. Components of the Brand Voice: Personality Attributes Benefits Culture Finding Your Why Personal Story Brand Story Purpose Beliefs
- 10. Brand Voice Sample Questions Qu e s t i o n s f o r e a c h c o m p o n e n t Personality What company / celebrity would you compare yourself most closely with? Attributes What do you do best? What could be improved? Benefits What sets you apart? What is your contribution to the non-profit community? What value does your service provide? Culture How would you describe the culture of your organization? How is it changing (or not)?
- 11. Famous Purpose Statement Un v e i l e d We exist to connect people to what’s important in their lives through friendly, reliable and low-cost air travel. Southwest Airlines We put smiles on the faces of everyone we touch. Nintendo We bring inspiration and innovation to every athlete in the world. And if you have a body, you’re an athlete. Nike We make people happy. Disney
- 12. _12 O | S I G N . O R G Goal: Insight Insight istruth. But it’s almost better than truth. Insight can be more moldable than truth, because insight has an expiration date. What was once true may not be true anymore. What is true for one person may not be true for everyone. Insight is truth without expectation or boundaries. It is a glimpse into a moment of time when everything converges, and the world makes sense. Insight can evolve or be built upon. Insight isn’t exhaustive or complete. It fills in the gaps but also creates new ones. You don't need to figure it all out or uncover all the answers. You're just searching for that hook that others can hang their hat on. But to have meaning, it has to be true. Data + Beliefs
- 13. _13 O | S I G N . O R G Your Why isa mirror. It is aspirational. We should always be asking - How can we make this more true? C r a i g B i t t n e r , O | S I G N
- 14. _14 O | S I G N . O R G One Thing • Whatbeliefs stand out? • What beliefs pass the BS meter? • What beliefs convey an emotional response? Actions / Ideas • What are ways you can make the beliefs MORE true? • What ONE THING emerges from the clutter? • What ideas emerge that can connect your WHY to your audience? Beliefs • The WHY emerges • Continue to uncover stories. • Is the story an indication of a bigger truth? • Is it a story or a “legend”? Create Buckets P a y a t t e n t i o n t o t h e m e s u n c o v e r e d d u r i n g i n t e r n a l r e s e a r c h
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- 16. _16 O | S I G N . O R G Brand Archetypes Determining your brandpersonality can provide a lot of key insights for how to communicate your brand to clients and donors. Using the insights gathered from your research, it helps to identify your Brand Archetypes. These archetypes are like any personality test – you are a combination of a lot of traits. So, there is no hard and fast rule, but these are a guide to helping you talk about yourself in an honest, genuine way that reaches your audience. Brand Personality Test
- 17. _17 O | S I G N . O R G Maverick Innocent Sage Explorer Magician Hero Lover Jester Every person Caregiver Ruler Creator Seek Paradise Leave a Mark Builda Connection Provide Structure Brand Archetypes Search: brand archetype quiz Example: brandpersonalityquiz.com
- 18. _18 O | S I G N . O R G Brand Archetype C r ea t o r g o a l : t o g i v e f o r m t o a v i s i o n Any brand that dismantles old systems or processes and creates something new in its place would be expressing the Creator archetype. The organizational structure whether loose or ordered, is always collaborative; teamwork and brainstorming sessions are critical yet must still allow employees autonomy and the freedom to create. Creator Brands: Crayola, Sony, YouTube, Adobe, Lego, Canon CREATOR
- 19. _19 O | S I G N . O R G Brand Archetype E x pl o r e r s t r a t e g y : s e e k o u t n e w t h i n g s Independent and brave, the Explorer is motivated to experience new things. Pushing boundaries and taking risks are a commonplace. The Explorer wants the freedom to forge a unique path and focus on self-discovery. Explorer Brands: Jeep, REI, NASA, Starbucks & your competitors EXPLORER
- 20. _2 O | S I G N . O R G Brand Archetype M a ve r i c k m o t i v a t i o n : r i s k & m a s t e r y To challenge what is not working and liberate others from conventional ways. These brands are unconventional and revolutionary. The Maverik lives to break down barriers and nothing will stand in their way. They will carve a new path from what is not working. Maverik Brands: PayPal (Old Money/New Money Campaign), Tesla, Urban Outfitters MAVERICK
- 21. _21 O | S I G N . O R G Defining Your WHY Once youhave your why, you have to own it. You have to make it your home – a place where the term or phrase extends into your brand so that they become synonymous. In many cases, it is not a tagline at all. You just have to carry it and find unique ways to express it. Not Just a Tagline
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