CLEAR 2008 Annual Conference

Anchorage, Alaska

“Positioning Your Organization for Success - Developing a Branding Strategy: Where Does Marketing Fit In?”

Karen Gerwitz, Colorado Department of Regulatory Agencies

Chris Ferguson, Ontario Ministry of Small Business & Consumer Services

CLEAR 2008 Annual ConferenceAnchorage, Alaska

Overview

• Answer the title question, “Where does marketing fit in to developing a brand strategy?”

• Share experiences of branding in public sector• Understand the process for developing a

sustainable brand • Present best practices• Gain insights about developing verbal and visual

identities• Align internal culture to external reputation

CLEAR 2008 Annual ConferenceAnchorage, Alaska

Brand

“ What exactly is a brand? Hint: It’s not a company’s logo or advertising.”

Marty Neumeier, Zag

Brand - Name of your organization and the associationsthat people have with it

What your brand can do:• Brings to life your vision, mission, values and goals• Builds, enhances or re-builds your organization’s identity• Provides emotional, functional, verbal and visual alignment • A framed canvas – a boundary to inspire and provide focus and

clarity• Primary function of a brand = brings clarity in making decisions

CLEAR 2008 Annual ConferenceAnchorage, Alaska

The Language of Branding

• Many think branding is marketing• Many think marketing is advertising• Many think branding is advertising• Terms like culture, essence, identity, image,

positioning,reputation and tradition often resonate during the brand building process

CLEAR 2008 Annual ConferenceAnchorage, Alaska

Contemporary Approaches to Brand Building- 6 Cs vs. 4 Ps• Connection• Conversation• Core values• Collaboration• Community• Culture

vs.

• Product

• Place

• Price

• Promotion

CLEAR 2008 Annual ConferenceAnchorage, Alaska

Brand Development Process

• Establish a dialogue• Conduct research • Develop a brand positioning platform• Embed the brand strategy throughout your

internal culture• Execute the brand strategy across all touch

points• Align internal culture with external reputation, as

well as verbal and visual identities• Live the brand strategy through operations• Measure the effectiveness of the brand strategy• Manage the brand

CLEAR 2008 Annual ConferenceAnchorage, Alaska

Case Study

Colorado Department of

Regulatory Agencies

(DORA)

CLEAR 2008 Annual ConferenceAnchorage, Alaska

DORA’s Vision/Mission

Vision Statement

Colorado’s economy will thrive through a regulatory framework that protects Colorado’s consumers, while fostering fair and rigorous standards for professionals and businesses.

Mission Statement

Consumer protection is our mission.

CLEAR 2008 Annual ConferenceAnchorage, Alaska

DORA’s Valuesalign brand, mission and strategic planning results-based governmentgather employee feedback become the “go to place” for consumer

protection911 Mentality – What is the nature of your

emergency?educate consumers of their rights and

professionals of their responsibilitiesa culture of collaborationa common language and identity

CLEAR 2008 Annual ConferenceAnchorage, Alaska

DEFINING THE BRAND Communications Audit

• Determine how DORA currently positions itself, and how closely aligned audience opinions are with its mission and strategic plan

• Research methodology included one-on-one interviews, focus groups, idea generating session and testing with representative samples of DORA constituents

• Analyze DORA touch points

Remember, simplicity is fundamental to successful adoption of a brand idea!

CLEAR 2008 Annual ConferenceAnchorage, Alaska

DORA’s Visual Identity Summer 2007

CLEAR 2008 Annual ConferenceAnchorage, Alaska

DORA’s Visual Identity Summer 2007

CLEAR 2008 Annual ConferenceAnchorage, Alaska

A New Identity for DORA

“The brand is not something that can necessarily be crafted, rather it is something that has to be discovered.”

Nicholas Ind, Living the Brand

CLEAR 2008 Annual ConferenceAnchorage, Alaska

DEFINING THE BRAND Brand Positioning Platform

AccessibleGovernment

Consumer Protection

DORA is dedicated to preserving the integrity of the marketplace and is committed to promoting a fair and competitive business environment in Colorado. Consumer protection is our mission.

CollectiveResource

FairStandards

Qualified Professionals

Examples at the department, division and individual levelsProof Points

Reasons to Believe

Platform

Promise

CLEAR 2008 Annual ConferenceAnchorage, Alaska

DEFINING THE BRAND Verbal Identity

Elevator Speech

DORA is dedicated to preserving the integrity of the marketplace and is committed to promoting a fair and competitive business environment in Colorado. Consumer protection is our mission.

CLEAR 2008 Annual ConferenceAnchorage, Alaska

DEFINING THE BRAND Visual Identity

CLEAR 2008 Annual ConferenceAnchorage, Alaska

DEFINING THE BRAND Visual Identity

CLEAR 2008 Annual ConferenceAnchorage, Alaska

BRINGING THE BRAND TO LIFE Implementation of Brand

• Employee meetings• Communications Council• DORA calendar• Official launch• Intranet• Brochures, Reports• Website overhaul• Employee orientation• Performance Plan changes• Outreach

CLEAR 2008 Annual ConferenceAnchorage, Alaska

BRINGING THE BRAND TO LIFE Brand Champions

Who are brand champions?• Those enthusiastic about the brand, mission and direction• Those who consistently demonstrate “on-brand” behavior from all levels• Your everyday heroes• Senior staff that incorporate the brand/mission language into a speech• Those with credibility who initiate good ideas and involve others• Members of the Communications Council, who help implement the brand• A receptionist who changes the way he answers the phone• An HR Director who changes the template of a job description or

interview questions• A client or customer, who helps promote the brand or mission

Diversity is key! No tokens ... no professional advocatesTrack record of excellence – real lives

CLEAR 2008 Annual ConferenceAnchorage, Alaska

Case Study

Ontario Ministry of

Small Business & Consumer Services

CLEAR 2008 Annual ConferenceAnchorage, Alaska

Consumer Protection in Ontario

• Ontario’s Consumer Protection Branch– telephone advice, smart referrals– complaint mediation– investigations – prosecutions– licensing: collection agencies, payday lenders, credit

bureau, cemeteries– Ontario Film Review Board

CLEAR 2008 Annual ConferenceAnchorage, Alaska

Mission/Vision

• To promote a fair, safe and informed marketplace within a competitive economy

• To earn recognition as the go-to source of advice, information and help for Ontario consumers

CLEAR 2008 Annual ConferenceAnchorage, Alaska

Brand Values

respect & fairness for everyonehonesty, integrity and respect for law ethical & responsible behavior continuous learning & improvementefficiency & controllership team work, team play, team spirit innovation and creativity

CLEAR 2008 Annual ConferenceAnchorage, Alaska

CREATING THE BRAND CULTURE Recognize Need

• Branding Drivers– name change ... we got lost!!– plummeting call volumes– media criticism– consumer group pressure – staff demand ... EE surveys, town halls

CLEAR 2008 Annual ConferenceAnchorage, Alaska

CREATING THE BRAND CULTURE

You Are What You Do...

• how you serve others shapes you

• success sells the brand – to your staff ... internal development– to your masters ... support/endorsement– to your customers ... recognition

• sell your staff on opportunity and growth – public speaking ... media PSA interviews– media writing ... event planning ... outreach

CLEAR 2008 Annual ConferenceAnchorage, Alaska

CREATING THE BRAND CULTURE ... So Do It

• identify early/easy wins ...

• make like Nike, just (you know the rest) ...

• sell your staff on their own success ...

• and work up to bigger challenges

CLEAR 2008 Annual ConferenceAnchorage, Alaska

CREATING THE BRAND CULTURE R&R

• Recognize & Reward those who live the brand ... – Consumer Watchdog ... Consumer Ambassador– Amethyst Inukshuk– Tim’s Teamsters – Instant Recognition– Wall of Fame ... Kudos Korner– Spot Awards – Lapel Pins– external awards:

• ACE ... NACAA• IPAC• Buffalo wings

CLEAR 2008 Annual ConferenceAnchorage, Alaska

CREATING THE BRAND CULTURE R&R

• really Recognize and Reward those who live the brand ... – performance contracts – specific measures, results– balanced scorecard ... dashboard– developmental opportunities– flexible work arrangements– more than one way to live the brand

As with a painting, there can be many perceptions of the same brand.

CLEAR 2008 Annual ConferenceAnchorage, Alaska

CREATING THE BRAND CULTURE

Rainmaking

• money talks: finding funds supports brand culture! – confirm YOUR commitment budget allocation – validate brand with external partnerships – co-brand to add “street cred,” reach and value– shift costs away from taxpayers

but in-kind contributions build relationships ...

CLEAR 2008 Annual ConferenceAnchorage, Alaska

CREATING THE BRAND CULTURE Consumer Outreach

Consumer Outreach Fund – Established by HB 08-1216• Funded by surcharge up to 15% on fines, < $200,000• Professional Outreach to reduce future fines• Consumer Outreach to educate consumers of their rights• Potential Consumer Topics – (mortgage fraud, read the fine

print, increasing utility bills, identity theft, etc.); Engage staff• Take home message – DORA is your consumer protection

department, call to action• Social media, road shows, ad campaign, partnerships• External campaigns need to be marketed internally!

CLEAR 2008 Annual ConferenceAnchorage, Alaska

CREATING THE BRAND CULTURE Build Bridges

• Bridge Builders ... – friendly, engaging, outgoing ... – collaborative ... look to connect/partner readily – focus on long-term, durable relationships (bridges)– love attention ... the media

• Bridge Building Capacity ... – hire extroverts!– talk to staff about THEIR connections– build social confidence gradually – train, train, train

CLEAR 2008 Annual ConferenceAnchorage, Alaska

LIVING THE BRAND CULTURE Build Bridges

• build on staff’s natural, personal, cultural connections ... – church, temple, etc.– community groups/associations, clubs– “ethnic media”

CLEAR 2008 Annual ConferenceAnchorage, Alaska

LIVING THE BRAND CULTURE Build Bridges

• “collaborative culture” ... learn to find/forge communities of common purpose ...– community legal clinics – constituency office connections – schools ... colleges– business associations– consumer advocacy groups

CLEAR 2008 Annual ConferenceAnchorage, Alaska

LIVING THE BRAND CULTURE Media

• good media builds the brand– earned coverage ... – staff morale can soar ... bragging rights– avoid earned media pitfalls

• make media friends – Caribbean Media Day ... Chinese Calendar Launch– local media ... matte article service– consumer crusader summit

A brand needs to keep giving people new reasons to choose it!

CLEAR 2008 Annual ConferenceAnchorage, Alaska

“Managing a brand is a lifetime of work.”Howard Schultz

Chairman, Starbucks

CLEAR 2008 Annual ConferenceAnchorage, Alaska

Brand Resources• Ind, Nicholas. Living the Brand (2007)• Kelly, Lois. Beyond Buzz (2007)• Kerner, Noah and Gene Pressman. Chasing Cool

(2007)• Michelli, Joseph. The Starbucks Experience (2007)• Neumeier, Marty. Zag (2007)• Sartain, Libby and Mark Schuman. Brand From the

Inside (2006)• Sernovitz, Andy. Word of Mouth Marketing (2006)• http://www.brandchampionsblog.com/• www.brandchannel.com• www.marketingpower.com

CLEAR 2008 Annual ConferenceAnchorage, Alaska

Speaker Contact Information

Karen A. GerwitzDirector of CommunicationsColorado Dept. of Regulatory Agencieskaren.gerwitz@dora.state.co.us 303-894-2338

Christopher A. FergusonDirector, Consumer Protection BranchMinistry of Small Business & Consumer ServicesOntario, CANADAchris.ferguson@ontario.ca 416-325-8598