WHY YOU GOTTA BRAND YOUR BARPRESENTED BY RON MARCUS, MARKETING DIRECTOR SAN DIEGO COUNTY BAR ASSOCIATION
WHY YOU GOTTA BRAND YOUR BAR
• 31-year branding & marketing practitioner
• In-house and agency
• Corporate & nonprofit
• Marketing Director, San Diego County Bar Association
YOUR PRESENTERRON MARCUS
WHO IS THIS TALK FOR?
LICENSING BARS
INTEGRATED BARS
VOLUNTARY BARS
WHY YOU GOTTA BRAND YOUR BAR
• Not engaged
• Sort of engaged
• Really engaged
3 KINDS OF MEMBERS
• Source: Gallup study of consumer engagement
ENGAGEMENT MEASURES
EMOTIONAL CONNECTION AND
IDENTIFICATION
why it MATTERS
WHY YOU GOTTA BRAND YOUR BAR
• Share of wallet
• Profit
• Revenue
• Relationship growth
WHY ENGAGEMENT MATTERS
• Source: Gallup study of consumer engagement, 2014
REALLY ENGAGED CUSTOMERS MEAN 23% HIGHER:
NOT ENGAGED? 13% LOWER.
WHY YOU GOTTA BRAND YOUR BAR
• Retail banking: 37% more annual revenue
• Consumer electronics: 44% more store visits and spend nearly $100 more per visit
• Restaurants, fast casual: 56% more visits per month
• Restaurants, fast food: 28% more visits per month
• Hotels: guests spend 46% more per year
• Insurance: policy owners purchase 22% more types of insurance products
WHY ENGAGEMENT MATTERS
• Source: Gallup study of consumer engagement, 2014
REALLY ENGAGED VS. NOT ENGAGED:
WHY YOU GOTTA BRAND YOUR BAR
• Company always delivers on what they promise.
• I feel proud to be a company customer.
• Company is the perfect company for people like me.
WHY ENGAGEMENT MATTERS
• Source: Gallup study of consumer engagement, 2014
GALLUP CUSTOMER ENGAGEMENT SCORE, STATEMENTS
WHY YOU GOTTA BRAND YOUR BAR
• Higher demand for your services and programs
• Higher attendance
• More volunteer involvement
• Higher membership retention
• It costs much more to gain a member than to keep one
• More revenue, higher profits
FOR YOUR BAR, THIS MEANS
work
family
other bars
other CLE
other groups
your bar
member???
COMPETING FOR ENGAGEMENT:
leisure & wellness
YOU NEED A
STRONG BRAND TO WIN & KEEP
REALLY ENGAGED MEMBERS
what is BRAND?
BRAND IS
THE PERCEPTION CONSUMERS HAVE ABOUT
YOUR PLACE IN THEIR LIVES.
“WIFM”{ What’s In It For Me }
WHY YOU GOTTA BRAND YOUR BAR
• to solve a problem, need, or want
• of specific group of people
• with an absolutely unique, superior offering
• from a brand they can trust, feel connected to, and feel great about
YOUR BRAND IS YOUR PROMISE
Your brand is your promise …
KEPT.
WHY YOU GOTTA BRAND YOUR BAR
1. What do you offer?
2. Who is it for?
3. How is it different?
4. Why YOU?
5. Can you deliver consistently?
YOUR BRAND IS THE ANSWER TO 5 QUESTIONS
WHY YOU GOTTA BRAND YOUR BAR
• State licensing
• Affinity-specific affiliation
• CLEs
• Educational events
• Networking/social events
• Pro bono/volunteer opportunities
• Free and discounted services
• Discounted brand-name products from partners
• Full-time staff
• Lawyer referral service
• Meeting/conference/ co-work space
• Online community
• Multiple practice area sections
• Law practice management help
• Volunteer leadership opportunities
• Mentorship
• Advocacy for the profession
1. WHAT DO YOU OFFER?
YOUR BRAND IS THE ANSWER TO 5 QUESTIONS
WHY YOU GOTTA BRAND YOUR BAR
• An easy way to make great professional connections and lifelong friends
• Passionate support your growth and success as a lawyer
• Affiliation with an organization that shares your values of justice and giving back
• A true advocate for their profession
• A feeling of belonging
• A feeling of pride
1. WHAT DO YOU REALLY OFFER?
YOUR BRAND IS THE ANSWER TO 5 QUESTIONS
WHY YOU GOTTA BRAND YOUR BAR
2. WHO IS IT FOR? LAWYERS
THE BENCH
LEGAL COMMUNITY
OTHER BARS
Private Sector
Public Sector
THE PUBLIC
YOUR BRAND IS THE ANSWER TO 5 QUESTIONS
LAW STUDENTS
if you don’t stand for something YOU’LL FALL FOR EVERYTHING
WHY YOU GOTTA BRAND YOUR BAR
• Many bars offer what you offer, so …
• Differentiate HOW as well as WHAT
• Make it easier/better/faster/more affordable
• Leverage new technology
• Focus on a previously underserved group
• Come up with an entirely new offering
3. HOW IS IT DIFFERENT?
YOUR BRAND IS THE ANSWER TO 5 QUESTIONS
WHY YOU GOTTA BRAND YOUR BAR
• Your organization has an attractive character & personality
• You are authentic, honest, and accessible
• You stand for values your members stand for, like social responsibility and increasing access to justice
• You’re in touch with your members and their unique needs
• You demonstrate that you truly care about your members with your words and actions
• It just feels good to be associated with you
4. WHY YOU?
YOUR BRAND IS THE ANSWER TO 5 QUESTIONS
WHY YOU GOTTA BRAND YOUR BAR
• Are you consistently responsive?
• Accessible?
• Expert?
• High quality?
• Convenient?
• Helpful?
• Honest?
• Ethical?
• Relevant?
• Welcoming?
• Nice?
5. CAN YOU DELIVER CONSISTENTLY?
YOUR BRAND IS THE ANSWER TO 5 QUESTIONS
YOUR BRAND IS NOT WHAT
YOU SAY IT IS. IT’S WHAT YOUR
CUSTOMERS SAY IT IS.
BRAND AUDIT
WHY YOU GOTTA BRAND YOUR BAR
• Demographics
• Psychographics
• Interests
• Influences
• Affiliations
• Opinions
• Pains, needs, wants
• What does a day in their life look like?
YOUR TARGET CUSTOMERSBRAND AUDIT
CREATE A “PERSONA” FOR EACH MEMBER TYPE
WHY YOU GOTTA BRAND YOUR BAR
• Newer lawyers
• Seasoned lawyers
• Gender
• Ethnicity
• Private practice
• Public/government
• Solos & smalls
• Medium & Large
• By practice area
• Judicial
• Law students
• Other legal community members
• Public
• Government officials
YOUR TARGET CUSTOMERSBRAND AUDIT
SAMPLE BAR PERSONAS:
FIND COMMON DENOMINATORS. IDENTIFY PRIMARY & SECONDARY TARGETS.
WHY YOU GOTTA BRAND YOUR BAR
• What is it physically?
• Which persona is it for?
• What pain / problem / need / want does it solve?
• How innovative is it?
• How is it different and better than alternatives?
• Buyer's journey - steps to purchase and beyond
• Pricing
• Distribution
• Marketing — how you will promote the offering
YOUR OFFERINGBRAND AUDIT
WHAT ARE YOU REALLY OFFERING?
WHY YOU GOTTA BRAND YOUR BAR
• Education • CLE • Educational programming • Mentorship for law
students and new attorneys
• Law practice management resources
• Publications • Increasing access to justice
• Lawyer Referral Service • Pro bono opportunities • Volunteer opportunities
• Connection • Networking/social events • Connections to the bench • Online community
• Member benefits • Free and discounted Bar
services • Meeting facilities • Free and discounted
services from name brand Bar partners
• Job board • Professional development
• Leadership opportunities – sections, committees, boards
• Law practice area sections
• Advocacy for the profession
YOUR OFFERINGBRAND AUDIT
WHY YOU GOTTA BRAND YOUR BAR
• Advantages
• Disadvantages
• Market share
• Their branding and unique value proposition
• Market perception of their brands compared to yours
COMPETITIONBRAND AUDIT
FOR ALL FORMS OF COMPETITION, LIST:
WHY YOU GOTTA BRAND YOUR BAR
S.W.O.T. ANALYSISBRAND AUDIT
STRENGTHS. WEAKNESSES. OPPORTUNITIES. THREATS.
WHY YOU GOTTA BRAND YOUR BAR
• Product features /benefits
• Product quality
• Patents & trademarks
• Financial
• Operational
• Service & technical support
• Market & mind share
• Market perception / brand equity
• Market demand
• Partnerships
• Additional:
S.W.O.T. ANALYSISBRAND AUDIT
STRENGTHS & WEAKNESSES
WHY YOU GOTTA BRAND YOUR BAR
• New products & product extensions / brand extensions
• Unserved market needs you can meet
• Ways to be disruptive with technology, functionality, pricing
• Societal trends
• Legal trends
• Economic trends
• Emerging technology
• Financial
• Partnerships
• Competition
• Natural disasters/pandemics
• Financial
• Additional:
S.W.O.T. ANALYSISBRAND AUDIT
OPPORTUNITIES & THREATS
WHY YOU GOTTA BRAND YOUR BAR
• We solve [problem(s)]
• for [define whom you are serving]
• by providing [product(s) or service(s)]
• which does [what function],
• and is better than [competing offerings]
• because [why yours is better].”
BRAND PROMISEBRAND AUDIT
COMPLETE THIS STATEMENT:
• Source: Geoffrey Moore, “Crossing the Chasm”
WHY YOU GOTTA BRAND YOUR BAR
• justice
• equity
• social responsibility
• diversity
• convenience
• ethics
• civility
• pro bono
• volunteerism
• doing good
• rule of law
• wellness
BRAND VALUESBRAND AUDIT
WHAT YOUR BRAND WILL STAND FOR — LIKE:
WHY YOU GOTTA BRAND YOUR BAR
• accessible • adventurous • analytical • approachable • attractive • authentic • careful • charismatic • civil • classic • conservative • cost-conscious • creative • dated • discerning • down-to-earth • easy-going
• ethical • exclusive • experienced • family-oriented • fresh • grass-roots • green • gregarious • humorous • impulsive • inclusive • insightful • inspirational • inspiring • institutional • introverted • irreverent
• loud • luxurious • measured • minimalist • multifaceted • mysterious • next-gen • old-fashioned • ostentatious • outgoing • outspoken • particular • pensive • practical • progressive • quiet • reserved
• resourceful • respectful • responsible • senior • serious • silly • stuffy • tasteful • tenacious • tolerant • trendy • unrestrained • visionary • welcoming • wholesome • youthful
BRAND CHARACTER & PERSONALITY
BRAND AUDIT
WHAT KIND OF “PERSON” IS YOUR BRAND?
WHY YOU GOTTA BRAND YOUR BAR
• 3 words • 1 word
WHAT THEY THINK ABOUT YOUR BRAND
BRAND AUDIT
WHAT WORDS DO YOU WANT TO OWN IN THE MINDS OF YOUR CONSUMERS?
TIP: don’t get hung up on exact words. Synonyms are fine.
WHY YOU GOTTA BRAND YOUR BAR
• Amazon: anything fast online
• Apple: cool, simple, tech
• BMW: performance
• FedEx: overnight
• Google: search
• IKEA: trendy DIY furniture
• Jack Daniel’s: American whiskey
• LinkedIn: social media for business
• Netflix: streaming movies & TV
• Nike: athletic performance
• Nintendo: games
• Porsche: sports car
• Spotify: streaming music
• Starbucks: gourmet coffee stop
• Tesla: electric vehicles
• Tiffany: prestige jewelry
• YouTube: online video
• Zoom: online video conferencing
WHAT THEY THINK ABOUT YOUR BRAND
BRAND AUDIT
EXAMPLES: NAME BRANDS
WHY YOU GOTTA BRAND YOUR BAR
• The voice of regional lawyers
• The advocate for regional lawyers
• Supporting lawyer success
• Where lawyers actualize
• Championing access to justice
• The way to connect with other lawyers
• The lawyer’s social outlet
• Where to level up my practice
• Where the profession is always celebrated
• Elevating the profession
• The law practice management hub
• My peer community
WHAT THEY THINK ABOUT YOUR BRAND
BRAND AUDIT
EXAMPLES: (YOUR BAR HERE)
WHY YOU GOTTA BRAND YOUR BAR
• 3 words • 1 word
BRAND AUDIT
ASPIRATIONAL:
TIP: don’t get hung up on exact words. Synonyms are fine.
HOW YOUR BRAND MAKES THEM FEEL
WHY YOU GOTTA BRAND YOUR BAR
• Accepted • Admired • Appreciated • At home • Belonging • Boosted • Cared for • Comfortable • Confident • Connected • Educated • Elevated • Empathized with
• Empowered • Engaged • Esteemed • Happy • Helped • Impressed • Important • Included • Informed • Inspired • Known • Loved • Needed
• Peaceful • Proud • Purposeful • Represented • Relieved • Safe • Seen • Supported • Understood • Valued • Welcomed
HOW YOUR BRAND MAKES THEM FEEL
BRAND AUDIT
EXAMPLES: (YOUR BAR HERE)
THE PROCESS
WHY YOU GOTTA BRAND YOUR BAR
1. Assemble key stakeholders
2. Get a skilled, unbiased facilitator
3. Ban “sacred cows”
4. Make the time
5. Supplement with secondary research and focus groups
6. Summarize findings
7. Revise your mission/vision/core values to align with your new brand promise
8. Operationalize for success
THE PROCESSBRAND AUDIT
LET’S GET BRANDING!
what is BRAND?
WHY YOU GOTTA BRAND YOUR BAR
• Direct Competitors
• Disruptive product developments - pricing, technology, functionality (i.e. online vs paper, mobile vs desktop, Uber vs taxis, Airbnb vs hotels, Zoom vs. in-person)
• Societal trends
• Legal trends
• Geopolitical trends
• Economic trends
• Natural disasters/pandemics
• Financial
• Additional:
S.W.O.T. ANALYSISBRAND AUDIT
THREATS
Which level of engagement DO YOU WANT?
work
family
other bars
other CLE
other groups
your bar
member???
COMPETING FOR ENGAGEMENT:
leisure & wellness
REALLY ENGAGED!