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Branding Wisconsin

Branding Wisconsin. Sarah Klavas Brand Manager. Integration Communications Strategic Planning Branding. WHAT IS A BRAND?. A brand is not a slogan. Slogans come and go. See the USA in your Chevrolet The Heartbeat of America Like a Rock Genuine Chevrolet We’ll be there.

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Branding Wisconsin

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  1. Branding Wisconsin

  2. Sarah Klavas Brand Manager

  3. Integration Communications Strategic Planning Branding

  4. WHAT IS A BRAND?

  5. A brand is not a slogan.

  6. Slogans come and go. See the USA in your Chevrolet The Heartbeat of America Like a Rock Genuine Chevrolet We’ll be there A brand’s positioning is a timeless relevance that differentiates it from competitors.Chevrolet: Dependable and All-American

  7. “Relevant differentiation” inspires an emotional connection that creates a strong following.

  8. Legacy level branding

  9. Wisconsin’s Attributes Competitor’s Attributes Consumer Needs The emotional connection comes from what is relevant to consumer needs that competitors don’t offer. WI Points of Difference Points of Parity Competitor’s Points of Difference

  10. Emotional connections have economic value. • More loyal “customer” base; return visitors • Easier recruitment and retention of employees • More predictable revenue streams • Less pressure to compete on “price” • Greater clout with investors • Pre-emption of competitors • Greater efficiency, given all “offerings” can be marketed under one brand

  11. The “emotional connection” forms brand positioning platform. The brand positioning platform or “soul” Brand soul The current verbal manifestation of the soul Theme line Big idea or metaphor that ties all communications together Creative strategy Individual ads, brochures or materials focused on specific attribute/offering Individual tactics/executions

  12. Competing states promote similar things to Wisconsin, putting us at parity, not preference.

  13. Wisconsin’s Attributes Competitor’s Attributes Consumer Needs What differentiates Wisconsin in a way relevant to target? WI Points of Difference Points of Parity Competitor’s Points of Difference

  14. Being unbelievably loyal Being proud Being passionate Having such fun with life Not hung up about what others think Not taking themselves or others so seriously Being spontaneous, rambunctious, imaginative, fun to be with For Wisconsin…it was the people.

  15. In a way like no other place, what about Wisconsin is relevant, differentiating and emotionally compelling? The passionate nature of our people to have fun, express themselves in original ways and feel more comfortable doing it here than anywhere else. In Wisconsin, Originality Rules

  16. The Soul of Wisconsin-our Brand Promise

  17. Why is original thinking rampant, valued, nurtured here?Research suggests it’s in Wisconsin’s DNA. Responsibility: “If you want something done right, give it to someone from Wisconsin.” Authenticity: We’re down to earth, approachable, accepting of all. Stewardship of the land: Our beautiful landscape feeds and inspires our bodies and souls, freeing us to think differently than those in more stressful surroundings. Fun: We believe life is to be enjoyed and lived to its fullest. This inspires fresh perspective and unbridles the imagination.

  18. Wisconsin OriginalsImaginative thinkers enhancing our world Aldo Leopold Georgia O’Keefe Frank Lloyd Wright Alex Jordan Jamie Thomson Conservationist Painter House on the Rock UW Researcher Architect

  19. Wisconsin OriginalsImaginative thinkers enhancing our world Aldo Leopold Georgia O’Keefe Frank Lloyd Wright Gaylord Nelson Jamie Thomson Conservationist Painter Earth Day Founder UW Researcher Architect

  20. Wisconsin OriginalsImaginative thinkers enhancing our world Aldo Leopold Georgia O’Keefe Frank Lloyd Wright Gaylord Nelson Tommy Bartlett Conservationist Painter Earth Day Founder Entrepreneur Architect

  21. Wisconsin OriginalsImaginative thinkers enhancing our world Aldo Leopold Les Paul Frank Lloyd Wright Gaylord Nelson Tommy Bartlett Conservationist Musician Earth Day Founder Entrepreneur Architect

  22. Wisconsin OriginalsImaginative thinkers enhancing our world Aldo Leopold Les Paul Randall Duk Kim Gaylord Nelson Tommy Bartlett Actor - APT Founder Conservationist Musician Earth Day Founder Entrepreneur

  23. Wisconsin OriginalsImaginative thinkers enhancing our world Sid Cook Les Paul Randall Duk Kim Gaylord Nelson Tommy Bartlett Actor - APT Founder Artisan Cheese maker Musician Earth Day Founder Entrepreneur

  24. Wisconsin OriginalsImaginative thinkers enhancing our world Sid Cook Les Paul Randall Duk Kim Seymour Cray Tommy Bartlett Actor - APT Founder Artisan Cheese maker Musician Supercomputer pioneer Entrepreneur

  25. Wisconsin OriginalsImaginative thinkers enhancing our world Sid Cook Les Paul Randall Duk Kim Seymour Cray Packer Fan Actor - APT Founder Artisan Cheese maker Musician Supercomputer pioneer

  26. Wisconsin OriginalsImaginative thinkers enhancing our world Sid Cook Ringling Brothers Randall Duk Kim Seymour Cray Packer Fan Actor - APT Founder Artisan Cheese maker Greatest Show on Earth Supercomputer pioneer

  27. Wisconsin OriginalsImaginative thinkers enhancing our world Edna Ferber Sid Cook Ringling Brothers Seymour Cray Packer Fan Author Artisan Cheese maker Greatest Show on Earth Supercomputer pioneer

  28. Wisconsin OriginalsImaginative thinkers enhancing our world Edna Ferber Joyce Berg Ringling Brothers Seymour Cray Packer Fan Author Angel Museum Greatest Show on Earth Supercomputer pioneer

  29. Wisconsin OriginalsImaginative thinkers enhancing our world Edna Ferber Joyce Berg Ringling Brothers Ferne Cualker Packer Fan Author Angel Museum Greatest Show on Earth Ko-Thi Dance Co.

  30. Wisconsin OriginalsImaginative thinkers enhancing our world Edna Ferber Steve Raffel Joyce Berg Ringling Brothers Ferne Cualker Author Raven Software Angel Museum Greatest Show on Earth Circus Ko-Thi Dance Co.

  31. Wisconsin OriginalsImaginative thinkers enhancing our world Edna Ferber Barry Levinson Steve Raffel Joyce Berg Ferne Cualker Author Raven Software Mustard Museum Angel Museum Ko-Thi Dance Co.

  32. Wisconsin OriginalsImaginative thinkers enhancing our world Mountain Wolf Woman Barry Levinson Steve Raffel Joyce Berg Ferne Cualker Raven Software Mustard Museum Angel Museum Ko-Thi Dance Co. Author

  33. Wisconsin OriginalsImaginative thinkers enhancing our world Mountain Wolf Woman Barry Levinson Steve Raffel H.H. Bennett Ferne Cualker Raven Software Mustard Museum Photographer Ko-Thi Dance Co. Author

  34. Wisconsin OriginalsImaginative thinkers enhancing our world Mountain Wolf Woman Barry Levinson Steve Raffel H.H. Bennett Warren Nelson Raven Software Mustard Museum Photographer Big Top Chautauqua Author

  35. Wisconsin OriginalsImaginative thinkers enhancing our world Mountain Wolf Woman Barry Levinson Pleasant Rowland H.H. Bennett Warren Nelson American Girl Mustard Museum Photographer Big Top Chautauqua Author

  36. Wisconsin OriginalsImaginative thinkers enhancing our world Mountain Wolf Woman Dr. James Cameron Pleasant Rowland H.H. Bennett Warren Nelson American Girl Photographer Big Top Chautauqua Author Black Holocaust Museum

  37. Wisconsin OriginalsImaginative thinkers enhancing our world Steve Miller Dr. James Cameron Pleasant Rowland H.H. Bennett Warren Nelson Musician American Girl Photographer Big Top Chautauqua Black Holocaust Museum

  38. Wisconsin OriginalsImaginative thinkers enhancing our world Steve Miller Dr. James Cameron Pleasant Rowland John Muir Warren Nelson Musician American Girl Founder Sierra Club Big Top Chautauqua Black Holocaust Museum

  39. What would you say if asked…Who belongs in mypictorial portfolio?What is the unique point of difference in my business community?How can I tell the story so that it both supports and is nurtured by the state brand?

  40. Tools are on the way to help • A brand toolkit to include communication message points, logos, colors, requirements for partnering • A new industry website • Changes in the JEM grant program • Co-op opportunities

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