Building Brand Identity for 4 H in Canada

Building Brand Identity for 4 -H in Canada Jennifer Austin Director, Marketing & Communications February 14, 2015

Agenda • 4 -H’s Branding Challenge • What is a brand why is it important? • 4 -H’s Branding Solution • How we can all help… • Questions?

4 -H Logo Today • 4 -H logo is a registered trademark. • It represents our official identity. • It is essential that our logos and brand standards be used correctly. • The corporate logo should always be taken from official files as made available by 4 -H Canada. • The elements within the logo and their relative position to one another should never be rearranged.

But…this is the reality:

4 -H’s Branding Challenge • Need to protect the brand: no clear guidelines on how to ensure the right people are using the brand in the right way • No consistent visual identity: logo, colours, graphic elements, style of photography, fonts • Lack of common language: key messages, our narrative, boilerplate

Branding Discussions for Over a Decade Discussed by Councils, provinces and AGMs for years • “Embrace the Future” o Recognition that 4 -H Canada is custodian of the 4 -H brand plea by Provinces for 4 -H Canada to take strong leadership on brand alignment • “ 100 th Anniversary” o Brand alignment deemed paramount in 2 nd century revitalization • 2014 4 -H Canada Strategic Plan o Based on input from provinces and stakeholders o “Identity” established as a strategic priority in Directional Overview o Initiate a consultative process to gauge appetite to refresh logo and build brand alignment • 2014 AGM in Abbottsford o Endorsement to proceed o Logo Task Force committee struck (More on this later…)

Why now?

What we need to do… • All 4 -H branding should embody the distinct values that we stand for (programs, apparel, websites, etc. ). • Effective brand communication must be consistent across all media. • A set of components—logo, typeface, colours, and design standards—will be created to represent a strong 4 -H identity.

Let’s learn more about branding… Then we will talk about how 4 -H is tackling its branding challenge!

What is brand? Let’s watch a short video to start. https: //www. youtube. com/watch? v=k 5016 fh 7 Tg. Q

So to summarize, brand can be described as… 1. Perceptions in the mind of the consumer • Emotional or rational • It’s how you feel • It’s a visceral reaction 2. Characteristics that make you unique 3. Commands premium price/respect

Why is brand important? • Branding is an effective way to develop recognition of who we are, what we do and why we do it with those who matter to the organization. • Consistent experiences build trust and reputation which translates into: o More members o Engaged stakeholders o Increased ability to raise funds to run great programs.

What defines a brand? • Vision – what you aspire to become • Mission – what you must do to achieve Vision • Strategic Objectives – what you must achieve to realize Vision • Promise, Values & Personality – how we do what we do • Brand Story – illustrates your unique philosophy or methodology and how it impacts what you offer

Google’s Mission: • Organize the world’s information and make it universally accessible and useful. • https: //www. youtube. com/watch? v=g. HGDN 9 -o. FJE

Coca. Cola’s Mission: • To refresh the world. . . • To inspire moments of optimism and happiness. . . • To create value and make a difference. • https: //www. youtube. com/watch? v=uu. MGR 5 j. MKKs

Why is branding so important? • Communicates the essence of our organization • It differentiates us from everyone else • Reinforces who we are • Allow us to be competitive: o Retention o Recruitment o Extend into new areas

Brand is an experience I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel. - Maya Angelou, author

Brand Experience = Value/Reputation no brand Hanes Nike Value: $5. 00 $10. 00 $30. 00 Promise: none comfort inspire

Brand Experience = Value/Reputation gas station Tim Horton’s Starbuck’s Value: $1. 00 $1. 60 $2. 00 Promise: none quality better world

So…what is 4 -H’s brand solution?

Logo Task Force Mandate & Expectations Approval to create a proposal to refresh the 4 -H Canada logo was given by Council to complement the brand alignment initiative. Logo Task Force Committee: • • Chair: Randy Mowat – VP Marketing MNP and Vice-Chair Canadian 4 -H Foundation Breanne Durie – 4 -H member, former 4 -H Canada Council Member and YAC representative Debra Brown – Executive Director 4 -H Ontario Leanne Sprung – Senior 4 -H & Youth Specialist, Manitoba Agriculture, Food & Rural Development Linda Porter – 4 -H Canada Council Member and Executive Director 4 -H New Brunswick Lorelei Muller – Executive Director of 4 -H Quebec Susann Stone – Executive Director of the 4 -H Council of Alberta Timeline: 6 months Collaboration: National, youth, leaders, staff Endorsement: unanimous by Task Force Committee

Task Force Conclusions After discussions with stakeholders across Canada, there is: ü a strong appetite for updating the 4 -H Canada logo; ü a general comprehension of what aligning and strengthening the brand can do for the 4 -H movement; and ü agreement on new visual identity and the roll-out process.

Task Force’s Commitment • Honour 4 -H’s core values • Respect the heritage of the organization • Institute a ‘soft launch’ of new brand identity, being mindful of fiscal resources in the rollout of the new brand Identity • Communicate to all stakeholders that materials with their current logo can be phased out, but any new material will need the new logo as of June 12, 2015. • Evolve the visual identity, not revolutionize

Evolving Brands

Brand Architecture and Alignment of the Brand • Establish a strong brand architecture which includes Provinces and Clubs • All stakeholders to be represented o National logo with standards o Provincial logo with standards o Club logo with standards • Ease of use for all stakeholders • Consistent alignment and usage across the country and at all organizational levels

Benefits • For membership o Communicate the vibrancy and energy of the organization o Attract new members o Engage youth • For fund development o Build the public perception of the organization and the value it brings to Canadian youth • For 4 -H as a whole o Strong 4 -H in Canada identity across all levels of the organization o Reinforce 4 -H as leader, driver and 4 -H Canada as the custodian of the 4 -H brand

Timeline 2014 Activity Provincial Consultation Report back to Provinces Board Approval Formal Announcement Implementation Planning Unveiling/Launch at AGM JUL AUG SEP OCT 2015 NOV DEC JAN FEB MAR APR MAY JUN

Working together What we will do at 4 -H Canada • Resource toolkit for Provinces to help implement the new brand • Landing page for Clubs and suppliers (downloadable logos, guideline, FAQ) • Order new retail items for sale • National public relations to raise profile of 4 -H’s new image What you can do in the provinces • Never use the old logo again on new items! • Reflect new visual identity on websites, marketing collateral, signs, etc. • Get the word out to Clubs and suppliers about our landing page • Talk up the new brand in your communities!

Stay tuned to www. 4 -h-Canada. ca/brand on June 11 for the unveiling of our new logo!

Questions?

Thank you! Jennifer Austin Director, Marketing & Communications 613 -759 -1013 x 29 jaustin@4 -h-canada. ca @jk_austin