NATIONAL 4-H BRANDING
What is a Brand?
A brand is what a target audience (consumer, customer) thinks of when he or she hears the brand name. It’s everything the public thinks it knows about a name brand offering. It is both factual (e.g. it produces tough, long-lasting apparel from recycled material), and emotional (e.g. It’s adventurous). Your brand exists only in someone’s mind and creates a frame of mind that is unique, simple, concise, aspirational, timeless, enduring and extendable versus your brand name which exists objectively, physically—people can see it. (Source: Scott Bedbury, Brand Guru. The man who gave the world ‘Just Do It’ and Frappuccino)
What Defines the 4-H Brand?
The 4-H brand is all about YOUTH EMPOWERMENT. We Empower Youth With Skills to Lead For A Lifetime.
What is a Brand Promise?
A brand is a promise to consumers. It is our overarching benefit and lead communication point to consumers. “This is what we will deliver to you”.
Why it’s Important?
Based on the brand promise, consumers develop expectations for a brand - and assume their expectations for a brand will be met. We need to ensure we are meeting those consumer expectations or risk tarnishing our reputation. In the case of 4-H, it sets the tone of what our alumni mom can expect from 4-H—building relevance and belief in 4-H as the nation’s most trusted positive youth development organization.
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