Branding
Your brand tells your story. A well-managed brand tells a living
and evolving story, one rooted in the promise it makes and the
experience it delivers.
Reputations will work with your organization to craft and implement
your desired brand image and experience to ensure your reputation
is sound.
Brand Audit
Your brand embodies your reputation. It symbolizes your promise
and sets your customers’ expectations. If you don’t deliver on
your brand promise, if the experience doesn’t meet the expectation,
your reputation will suffer.
A Reputations Brand Audit evaluates all brand touch points to
determine whether the brand promise is being delivered.
Case Study: BC Place Stadium
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Challenge
In late 2003, BC Place Stadium, concerned that it had reputation
challenges, commissioned Reputations to conduct research to measure
public perception and support for the Stadium. The research indicated
that public perceptions of BC Place as a vital and economically
viable stadium were at less-than-desired levels. As a result,
BC Place set measurable goals to improve public perception and
support for the Stadium.
STRATEGY
Through an extensive Reputation Management Plan that incorporated
a variety of initiatives including a brand audit and rebranding,
stakeholder relations and an earned–media campaign, BC Place
was able to increase levels of support.
Results
1. Increase of top-of-mind public perception by 13% (8% higher than target)
2. Increase of 85% in perception that BC Place is a sport, recreation and
economic asset (20% higher than target)
3. $1.5 million in earned–media, with stories showing 80% prominence and
69% positive tone (2005). Partners on–message with BC Place Stadium positioning.
4. $300,000 in earned-media from program-specific launches (2005)
5. Big Dreams Live Here brand launch in Q2 (2006)
click on image to enlarge
click on image to enlarge
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