Branding-Governance-Leadership-Management (Day 3)

Brand symbol
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Terms in this set (16)
Brand symbol
its not all about the shape of the logo; its about the meaning the symbol evokes in the public
Brand development
more than just being known - what meaning do you have in your community?
Image: Brand development
stages of brand development
1. Identity: Who are you? (have seen the sign and heard the name)
2. Meaning: What are you? (I know about your programs and facilities)
3. Response: What about you? (I believe your group does good work and is making a positive difference)
4. Relationships: What about you and me? (I want to be associated with your brand because it says something important about me. We share the same values)
Image: stages of brand development
brand
is the collection of stories and perceptions your customers have about your agency.What stories are you and others telling?
Image: brand
measuring brand success - brand asset valuator
Image: measuring brand success - brand asset valuator
outcomes of a good brand
-Partnerships
-Improved media coverage & social media presence
-Customer loyalty

(media can also be a powerful branding tool)
customer loyalty - people want what parks & recreation has
Image: customer loyalty - people want what parks & recreation has
governance triangle
Image: governance triangle
governance, management, and leadership diagram
Image: governance, management, and leadership diagram
governance vs. management
governance is about leading in policy and oversight (Board of Directors) while management is about leading in doing, making the operations work well, and achieving the goals (Senior Staff)
governance role-Provides checks and balance -Financial oversight -Policy direction -Hires the CEO -Peripheral visionleadership vs. management: thinking processLeadership: focuses on outcomes; looks outward Management: focuses on process; looks inwardleadership vs. management: goal settingLeadership: articulates a vision; creates the future; sees the big picture Management: executes plans; improves the present; sees the detailsleadership vs. management: employee relationsLeadership: empowers; colleagues; trusts & develops Management: controls; subordinates; directs & controlsleadership vs. management: operationsLeadership: does the right things; creates change; serves subordinates Management: does things right; manages change; serves superiorsleadership mentality vs. management mentality: governanceLeadership Mentality: uses influence; uses conflict; acts decisively Management Mentality: uses authority; avoids conflict; acts responsibly