Vann & Associates | PR + Marketing

Re-Branding: The Process and Hidden Cost of a Facelift Re-branding is more than just logos and letterhead. The outcome can literally define an organization for decades. Presented by: Lauren Daughety Vice President Vann & Associates | PR + Marketing Vann & Associates | PR + Marketing VannPR.com · 405-509-9312

What is a Brand? • The name given to a product or service from a specific source. • A trademark or identifying mark. • A brand is a name, term, sign, symbol or design or a • combination of them, intended to identify the goods and • services of one seller or group of sellers and to differentiate • them from those of the competitor. Vann & Associates | PR + Marketing VannPR.com · 405-509-9312

A Brand is Much More Than a Logo • A specific perception in customers’ minds concerning the • qualities and attributes of a non-generic product or service. • What your customer thinks of when he or she hears your brand • name- both factual and emotional. What they think, hear, smell, • taste and sense from others around them. • Your brand exists in your customer’s mind. Your brand is a • bond with that customer. • A brand is the essence of one’s own unique story. • Your brand is a promise. Mission + Story + People + Culture + Style + perception + Words + PR + Messages + Opinions + Visuals + Media +Objectives + Soul + Personality + Experience + Customer Service + History = A BRAND Vann & Associates | PR + Marketing VannPR.com · 405-509-9312

Re-Branding Example #1 GOAL: To change the perception of the product to appeal more directly to the target audience, moving away from the end user to the decision maker (from the child to the parent). Vann & Associates | PR + Marketing VannPR.com · 405-509-9312

Re-Branding Example #1 Vann & Associates | PR + Marketing VannPR.com · 405-509-9312

Re-Branding Example #2 GOAL: Create a brand to reflect the close-knit community of Midwest City as a destination, rather than an extension of Oklahoma City. Vann & Associates | PR + Marketing VannPR.com · 405-509-9312

Re-Branding Example #3 GOAL: To create a brand identity that accurately portrayed the organization as a current, professional and female-centric entity. Vann & Associates | PR + Marketing VannPR.com · 405-509-9312

To brand or Not to Brand? Reasons to Re-Brand • Your brand is sending the wrong message. • You’ve outgrown your own brand. • Your audience does not understand your product. • Tarnished reputation. • Your brand is dated, boring or does not stand out from the • competition. • Your brand does not reflect your mission, vision or identity. • You are re-launching. • You are not attracting your ideal customer or target audience. • Your brand has evolved. • Your brand is too close to a different company or trademark. • Stimulate growth. Vann & Associates | PR + Marketing VannPR.com · 405-509-9312

To brand or Not to Brand? Reasons Not to Re-Brand • You are attracting your target audience. • You have strong brand recognition. • Your brand stands out. • Your brand exudes the essence of your mission and vision. • Decision makers are simply tired of the current brand. • New management. • When nothing is changing- branding is more than design. • You cannot afford re-branding. Vann & Associates | PR + Marketing VannPR.com · 405-509-9312

Sample Re-Brand costs Medium-Sized Business • 1 to 250 million in revenue: $15,000-75,000 Canadian Museum of Civilization • The country’s largest museum spent $25 million on re-branding • in 2012. This included a renovation of about half of its • permanent and temporary gallery, about 50,000-square-feet and • included a budget of $3 million for artifact/exhibit movement. The Ringling • After an 18-month study involving surveys of patrons, staff, • board members and the community, The John and Mable • Ringling Museum of Art re-branded for a cost of $100,000 in • 2013. Vann & Associates | PR + Marketing VannPR.com · 405-509-9312

Hidden Costs of a Re-Brand • Research • Trademark & trademark research • New logo mark & brand standards (design) • Collateral & business identity • Marketing materials • Website, new domain name & social media branding • Signage & permanent displays • Staff & volunteer clothing • Internal documents • Training Vann & Associates | PR + Marketing VannPR.com · 405-509-9312

Potential outcomes • Grow into new markets and expand customer base • Reach a more specific target audience and improve • your offerings and messaging to better relate • Increased sales/revenue • Competitive differentiation • Better brand recognition • Potential for a new reputation • Reduction of wasted budget dollars due to meaningless • marketing • It could flop or create public upset Vann & Associates | PR + Marketing VannPR.com · 405-509-9312

Key Points to Remember 1 No matter if you choose to re-brand or are working to strengthen your current brand, remember: Consistency + Frequency + Anchoring 2 • Your brand exists in your customer’s mind. Your brand is a bond with that customer. A successful rebranding involves overhauling goals, message, and culture -- not just changing a name or a logo. 3 4 Research is key. 5 Protect your brand. Don’t mix old and new, don’t take shortcuts and don’t allow others to tarnish your logo mark. Vann & Associates | PR + Marketing VannPR.com · 405-509-9312

Lauren Daughety, Vice President Vann & Associates | PR + Marketing VannPR.comLDaughety@vannpr.com @vannpr 405.509.9312 Vann & Associates | PR + Marketing VannPR.com · 405-509-9312

Vann & Associates | PR + Marketing