DEFINING AND COMMUNICATING YOUR PUBLIC SECTOR OR NOT-FOR-PROFIT BRAND (W003)

WHY SHOULD YOU ATTEND?

Everybody's talking about branding, but most organizations still struggle with how to build a brand in today's cluttered and fractured media environment. Brand proliferation, media fragmentation and continued pressure to deliver brand messages to consumers wherever they are, all have contributed to extreme 'clutter'.

An effective brand helps your stakeholders navigate this clutter. A strong brand makes you easy to understand, easy to recognize and easy to remember. This allows your key messages to be heard, absorbed and retained. Ultimately you should be able to spend less to be heard more.

Brand building is a critical business undertaking. It deserves the same time and attention as any other initiative in your organization. Consistency is a cornerstone of branding and only comes from a well-defined foundation and solid employee understanding.

We offer a proven step-by-step approach to ensure you are on the right path. You will pinpoint your key brand advantage, discover the brand personality, craft a meaningful brand promise, and identify the imagery, tone and feel of your marketing and communications efforts.

This workshop is essential for your marketing and communications team and should also include all managers who influence your brand delivery. Offered as a one-day workshop by Linda Williams of Brown Communications Group, you will participate in hands-on strategic and creative exercises. Walk away with foundation brand components that you can implement immediately. You retain an image rich workbook to crystallize your learning and help you share your conclusions within your organization.

WHAT WILL YOU LEARN?

The workshop will focus on:

A step-by-step structured approach to defining and communicating a brand;
How to get branding started on a limited budget;
Which brand tools are essential for success;
How to ensure that employees 'live the brand' in your organization;
Where best to invest your branding dollars;
Case studies and examples of successful branding programs.

Agenda
8:45 - 9:00	Introductions Workshop objectives and agenda overview. Participants' introductions and expectations.
9:00 - 9:20	What is a Brand? Overview of branding, the essential components of a brand strategy, and how to translate a brand strategy into effective marketing and communications.
9:20 - 10:00	Current Brand Review An examination of your current brand including touch point identification and touch point evaluation. Stakeholders will be identified and their key needs and benefits differentiated.
10:00 - 10:15	Break
10:15 - 12:00	Developing a Brand Framework Creative and strategic exercises to define: Brand Advantage Brand Personality Brand Promise
12:00 - 12:15	Brand Narrative Gain an understanding of why a brand narrative is an essential internal document. Review two alternative methods for creating a brand narrative for your organization.
12:15 - 13:15	Lunch
13:15 - 14:00	Developing a Brand Essence Review the elements of the brand that communicate its relevant differentiation including brand style, tone and manner and visual identity. Creative and strategic exercises to define: Brand Style Brand Tone and Manner
14:00 - 14:15	Brand Guidelines & Visual Identity An examination of effective brand guidelines and visual identity to aid brand implementation across your organization.
14:15 - 15:00	Creative Platform Understand how a creative platform differs from an ad campaign. Review template on how to prepare a Creative Brief for an advertising agency or marketing supplier.
15:00 - 15:15	Break
15:15 - 15:45	Living the Brand Ensuring that employees live the brand starts before you embark on a branding program. Learn the five critical steps you must take before, during and after your branding exercise. Review industry practices for solid brand management techniques.
15:45 - 16:15	Budgeting and Implementation Learn what you can expect from various budget levels and the key steps involved in developing an implementation plan. Understand where best to invest your branding dollars.
16:15 - 16:30	Workshop Evaluation and Wrap-up