{"id":203,"date":"2019-06-06T16:28:19","date_gmt":"2019-06-06T16:28:19","guid":{"rendered":"http:\/\/jjwpr.com\/blog\/?p=203"},"modified":"2019-06-06T16:28:20","modified_gmt":"2019-06-06T16:28:20","slug":"stand-out-from-the-crowd-research-based-branding","status":"publish","type":"post","link":"https:\/\/jjwpr.com\/blog\/2019\/06\/06\/stand-out-from-the-crowd-research-based-branding\/","title":{"rendered":"Stand Out From The Crowd: Research-Based Branding"},"content":{"rendered":"\n
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My colleague Jayme Simoes and I had the pleasure of presenting on the topic of branding twice recently, first at the NH Nonprofits Conference and Expo and again at PRSA’s Northeast District Conference, NEXPRSA, in Providence, R.I.<\/p>\n\n\n\n

Here are a few highlights:<\/p>\n\n\n\n

  1. A brand is a\nspace in the mind<\/strong>.  It\u2019s more than a logo or a tagline; a brand\nis about the feelings and perceptions you stimulate when both internal and\nexternal audiences hear your name.<\/li>
  2. Research<\/strong> is key to the\nprocess; it can help you test words, phrases and visuals before you roll\nout your branding campaign; create a baseline for measuring your success\nand provide an opportunity for a mid-campaign check with key stakeholder\ngroups to see if messages are resonating with them.<\/li>
  3. Articulate your\nU.S.P. (Unique Selling Proposition)<\/strong> in your mission statement.  Does your mission statement differentiate you\nfrom your competitors, or is it so \u201cplain vanilla\u201d that it could belong to\nanyone?<\/li>
  4. Think\nstrategically before you rebrand<\/strong>. \nThere are plenty of \u201ctriggering events\u201d that may cause you to consider a\nrebrand (e.g. merging with another organization, expanding or changing the\nproducts and services you offer or even an upcoming milestone\nanniversary).  If you\u2019re well-known and\neasily recognized, though, there\u2019s no need to \u201cthrow the\nbaby out with the bathwater\u201d \u2026 a refresh of your brand may be enough.  For the \u201cserial rebranders\u201d \u2013 you may be\ndoing more harm than good by confusing your customers.<\/li>
  5. How effective\nare your brand ambassadors?<\/strong>  Is everyone\nin your internal family speaking with One Clear Voice?  Take the \u201celevator speech\u201d test \u2013 select any\n3-5 people in your organization and ask them, independently, to describe what\nyour organization does.  Are they hitting\non your key message points consistently?<\/li><\/ol>\n\n\n\n

    Robin Schell, APR, Fellow PRSA, Senior Counsel and Partner Jackson Jackson & Wagner , 603\/770-3607 or rschell@jjwpr.com<\/p>\n","protected":false},"excerpt":{"rendered":"

    My colleague Jayme Simoes and I had the pleasure of presenting on the topic of branding twice recently, first at the NH Nonprofits Conference and Expo and again at PRSA’s Northeast District Conference, NEXPRSA, in Providence, R.I. Here are a few highlights: A brand is a space in the mind.  It\u2019s more than a logo … <\/p>\n

    Read more “Stand Out From The Crowd: Research-Based Branding”<\/span><\/a><\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[34,36,27,12],"class_list":["post-203","post","type-post","status-publish","format-standard","hentry","category-branding","tag-behavior","tag-branding","tag-marketing","tag-public-relations"],"_links":{"self":[{"href":"https:\/\/jjwpr.com\/blog\/wp-json\/wp\/v2\/posts\/203","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/jjwpr.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/jjwpr.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/jjwpr.com\/blog\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/jjwpr.com\/blog\/wp-json\/wp\/v2\/comments?post=203"}],"version-history":[{"count":1,"href":"https:\/\/jjwpr.com\/blog\/wp-json\/wp\/v2\/posts\/203\/revisions"}],"predecessor-version":[{"id":206,"href":"https:\/\/jjwpr.com\/blog\/wp-json\/wp\/v2\/posts\/203\/revisions\/206"}],"wp:attachment":[{"href":"https:\/\/jjwpr.com\/blog\/wp-json\/wp\/v2\/media?parent=203"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/jjwpr.com\/blog\/wp-json\/wp\/v2\/categories?post=203"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/jjwpr.com\/blog\/wp-json\/wp\/v2\/tags?post=203"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}