CONFIDENTIAL—NOT FOR DISTRIBUTION

THE BRAND

Brand Review Exercise

Draft Report

Date

Compiled by:

TEAM # AND team names

Background/Situation Analysis

The current state of THE BRAND. Background/situation analysis on THE BRAND’s status.

Overview of the Brand Review Exercise

THE BRAND (THE BRAND) leadership, including the Board of Directors, Community Outreach and Parental Involvement Committee and the Long-Range Planning PR Subcommittee, along with THE BRAND staff, met on date to participate in a “Brand Review Exercise.”

The daylong, interactive Brand Review Exercise with key brand stakeholders was designed to provide a common understanding of “branding” and to define and discuss the 360-degree “brand.” THE BRAND review is the beginning of THE BRAND’s long-range commitment to further discover, analyze, re-invent and manage THE BRAND’s brand. The exercise is not meant to be conclusive; rather, it is one type of “discovery” conducted during a brand research phase. In most cases, as a result of a brand review exercise, additional research is a natural next step.

A key outcome of THE BRAND Review Exercise is the identification and prioritization of key questions that need to be answered. In most cases, as a result of a Brand Review Exercise, an organization is able to zone in on the aspects of THE BRAND that need greatest attention.

The 360-degree brand methodology has roots in work done by leading brand experts and agencies and is based on a significant amount of research conducted over several decades by leading agencies and consultants. It has been adapted for use by NEA Affiliates as a starting point to “discover” their brands and provide stakeholders with a common language to share when discussing aspects of THE BRAND.

The group spent the bulk of the day working in small teams to answer and discuss key brand-related questions from the six dimensions of the 360-degree brand.

The 360-degree brand dimensions can be best defined as follows:

2

1

Yellow – Organization and Leadership Network

Orange – Products, Programs and Services

Pink – Visual and Verbal

Purple – Members, Subscribers, and Customers

Green – External Image and Reputation

Blue – Goodwill (Influencers and Community)

Within each of the color-coded 360-degree brand dimensions, THE BRAND leadership worked in small teams to discuss the following key questions within each of the dimensions.

Each group addressed several questions from multiple dimensions of THE BRAND. A complete list of questions follows. Each table group provided their collective responses to each brand questions. Key questions were assigned to multiple teams. A summary of all of the responses provided is contained in this Brand Review Report.

Questions to Answer Related to the THE BRAND
(Based on the Six Dimensions of a 360-Degree Brand)

External Image and Reputation (GREEN)
Does it (THE BRAND) have a strong and positive image and reputation?

· What is the public’s image of THE BRAND?

· When people hear THE BRAND, what immediately comes to mind?

· What is THE BRAND’s external “reputation?”

· How do media portray THE BRAND?

· What are the biggest threats to your organization’s reputation?

Organization’s Leadership and Team/Staff (YELLOW)
How well is it (THE BRAND) defined and supported throughout the organization and leadership structure?

· Who are the key people in the organization?

· Who in the organization drives the brand?

· Who in the organization is the “face” and “voice” of THE BRAND?

· How do the BRAND’s employees and staff represent the brand?

Visual and Verbal
Does THE BRAND have a clear, consistent visual presence? Do keywords and messaging support THE BRAND identity? (PINK)

· Are branded materials easily recognized from a distance?

· Is THE BRAND identity consistent and carried throughout the entire organization?

· What are the key messages? Do they have a tagline or theme?

· What kinds of visuals, graphics, or photos are used to “show” the organization?

Goodwill (corp/social responsibility / sponsorships / volunteerism) (BLUE)
Does it have goodwill of the influencers and communities in which it thrives (or should thrive?)

· What are the BRAND’s key issues or projects related to “giving back” to the community?

· How strong is THE BRAND’s “goodwill” or “political capital” within the communities it serves?

· Do they sponsor / work with non-profit organizations? Or groups that drive a particular issue or need?

· Is THE BRAND sought after as an effective partner within the community? Why or Why not?

Products, Programs, and Services (ORANGE)
How does service, price and other attributes support your brand? What are your members saying?

· What do customers get for their dues money?

· Have any customer surveys been done lately? What did they say?

· Scrap everything…let’s start a new THE BRAND. What would it look like? What would it do? What would be the benefits to its members?

· What are the top 5 things most valued by customers?

Members, Subscribers, Customers (PURPLE)
How strong is THE BRAND’s customer service? How is the organization represented by its customers? What are customers like? Are they brand champs?

· What is the satisfaction level of customers?

· How would a current customer “sell” a prospective customer?

· If we were a store, with customers, which store would we be?

· Who is our new, emerging customer? What does she or he want?

As a result of THE BRAND Review exercise, THE BRAND leaders and brand stakeholders have a greater identification and prioritization of the aspects of THE BRAND to focus on moving forward.

In cases where the group did not have a clear answer to THE BRAND question, or when THE BRAND review exercise participants are unable to answer, or multiple answers are given, additional research is required to dive deeper into that particular brand dimension.

Compilation of Answers and Discussion Points

The following is a compilation of the responses provided by each working group during their reporting out to the entire group. Their responses, the reporting out to the larger group, and the discussion that followed are organized as “Strengths,” “Weaknesses,” “Opportunities,” or “Threats.” (SWOT)

Members Key Observations/Considerations:

External Image and Reputation Key Observations/Considerations:

·

Organizational Leadership and Structure Key Observations/Considerations:

Visual and Verbal Key Observations/Considerations:

·

Goodwill (in the Communities we Serve) Key Observations/Considerations:

Products, Program and Services Key Observations/Considerations:

·

Recommendations/Next Steps

The purpose of THE BRAND Review Exercise was not to be conclusive or provide all of the answers to THE BRAND’s branding challenges; however, it provides THE BRAND with an opportunity to identify and prioritize which of the six brand dimensions are most critical to the success of THE BRAND and its Members.

Based on THE BRAND Review Exercise, three of the THE BRAND’s dimensions rose to the top of the list as priorities for additional work: X, Y, and Z/

In keeping the focus clearly on Customers and what they value and want from THE BRAND, there are several immediate next steps for THE BRAND to consider to further advance its brand research phase:

image1.pdf