This document discusses the power of branding and what constitutes an authentic brand. It defines a brand as a living entity enriched over time through consistent messaging and actions. An authentic brand makes a distinctive promise, drives a compelling image consistent with that promise, and encourages competencies to deliver on the promise now and into the future. Key aspects of an authentic brand are that it is intentional, reflective of mission and values, organic, self-reinforcing, dynamic, and engaging for employees. The document provides steps for organizations to explore their brand, develop a communication strategy, and ensure alignment between their culture and brand.

2. Introduction
1984
• "A brand is a living entity - and it is
enriched or undermined
cumulatively over time, the product
of a thousand small gestures“
Michael Eisner, former CEO
Disney

3. Today’s Journey
1984

4. 1984
The Power of Branding
What is a Brand?
– What do you associate with the word
“brand”?
– A little quiz

9. The Power of Branding
BUT A SUCCESSFUL
BRAND GOES FAR BEYOND
A LOGO.

10. The Power of Branding
“Ideally, as with the self-actualizing person, a
company’s real self and its social self are in
harmony. It’s called ‘living the brand.’”
“Ageless Marketing”
David B. Wolfe and Robert E. Snyder

11. The Authentic Brand
• Makes a distinctive promise to the
marketplace and to its team members
• Drives a unique and compelling image that is
consistent with that promise across actions,
behaviors and communications
• Supports and encourages development of
critical competencies that allow the
organization to deliver on the promise now
and into the future

12. The Authentic Brand is
• Intentional and purposeful
• Reflective of mission and values
• Organic
• Self-reinforcing
• Dynamic
• Engaging for the team

13. Step 1

15. Who Can Provide Insights?
• Residents
• Prospects
• Team Members
• Board Members
• Lost Prospects
• Influencers
• Competitors - Alternatives

16. Self Exploration
PRODUCT or PROSPECTS
PRODUCT CONSUMER
SERVICE
Who are they?
What makes It different? What is their stage in life?
How does it compare What are their pressing
to its competition? concerns and challenges?
Where does it fit What are their dreams
in the marketplace? and aspirations?
What makes it better? What quality of life
do they seek?
Step 3
THE COMMUNICATION STRATEGY

17. Step 2

18. Your Customer’s Perfect Future Vision
• What is Your Customer’s
Perfect Future Vision of
Where They Would Like to
Live?
• What Are You Providing That
They Don’t Value?

19. Step 3

20. Engagement and
Empowerment

21. © 2012 - Creating Results, LLC

22. Interactive Exercise
• Mission & Brand
Pick the 3 areas
of: Your
– Greatest Alignment
– Weakest Alignment
Bran
d
© 2012 - Creating Results, LLC

23. Step 4

24. How can we build our brand
and tell our story through the
stories of the people who
make this community?

25. Persistence and Measurement
• Allow brand messaging to evolve
• Understand that creating consistent
experience requires dedication over time
• Constantly seek feedback
• Embrace the value of regular research,
correlating intentional actions around culture
and brand with organizational achievement

26. The Alchemy of Culture and Brand
• Culture is expressed in the every day habits of
our organization and those in it
• Desired behaviors to support brand promises
need clarity and clear articulation
• Authentic brands both emerge from and inspire
culture

27. Creating Organizational Alignment
• Make team member development a priority
• Be a learning organization versus a knowing
organization
• Celebrate successes—be timely and
enthusiastic
• Eradicate identified areas of misalignment
• Challenge your own personal assumptions
about your organization

28. Brand/Mission Alignment Challenge
– Are you consistently & visibly leading from the top?
– Are the right people on the bus & in the right seats?
– Do all investments support the brand?
– Do all procedures and processes support the brand?
– Do all marketing materials support the brand?
– Do all customer experiences support the brand?
– Are you using tough decisions as organization wide
learning opportunities
– Do your customers and prospects accurately
describe your brand promise?
– Is your story what your customers want to buy?
– Are you celebrating success?
– Are you demonstrating long-term commitment?

29. Today’s Journey
1984