Brand & Values- Steven Falk

May 17, 2012

What is your brand worth?
How much should you invest in its development?
If like most people your answer is ‘I don’t know’, try the following test.
Compare the asset value of your organisation (financial, physical, talent etc) with its sale value as a going concern. The difference is ‘goodwill’. In a sports organisation, this equates to the value of your brand. For most sports clubs, this is its single most valuable asset.
It is surprising then that many organisations treat their brand so casually. An impressive set of brand guidelines are developed showing the preferred font size, colour palette and crest positioning to use. The agency fee is settled and it’s job done until the next CEO arrives.
But a brand is so much more than a set of design rules. It reflects the culture, history and traditions of the organisation. It both defines and represents its values. So how should a sports club manage its brand?
Here’s a quick action plan:-
• Undertake a comprehensive review of the club’s vision, values, personality and behaviours. This will ensure they match the brand image the club wishes to project
• Interview the club’s key stakeholders. This will identify the club’s unique brand essence, i.e. the description that most closely encapsulates the ethos of the club
• Maintain and update the brand style guidelines regularly (including the content, form, variations & delivery platform)
• Establish an approval process to police the guidelines. Often a collaborative approach works more effectively than waving the big stick
• Develop a communications plan to launch and implement the guidelines successfully
And don’t forget. Putting aside a modest annual budget to keep the brand up-to-date and relevant can be much more cost-effective than a total re-design carried out every 10 years
What is your brand worth?

How much should you invest in its development?

If like most people your answer is ‘I don’t know’, try the following test. 

Compare the asset value of your organisation (financial, physical, talent etc) with its sale value as a going concern. The difference is ‘goodwill’. In a sports organisation, this equates to the value of your brand. For most sports clubs, this is its single most valuable asset.

It is surprising then that many organisations treat their brand so casually. An impressive set of brand guidelines are developed showing the preferred font size, colour palette and crest positioning to use. The agency fee is settled and it’s job done until the next CEO arrives. 

 But, a brand is so much more than a set of design rules. It reflects the culture, history and traditions of the organisation. It both defines and represents its values. So how should a sports club manage its brand?

Here’s a quick action plan:-

• Undertake a comprehensive review of the club’s vision, values, personality and behaviours. This will ensure they match the brand image the club wishes to project 

• Interview the club’s key stakeholders. This will identify the club’s unique brand essence, i.e. the description that most closely encapsulates the ethos of the club 

• Maintain and update the brand style guidelines regularly (including the content, form, variations & delivery platform)

• Establish an approval process to police the guidelines. Often a collaborative approach works more effectively than waving the big stic

• Develop a communications plan to launch and implement the guidelines successfully

And don’t forget. Putting aside a modest annual budget to keep the brand up-to-date and relevant can be much more cost-effective than a total re-design carried out every 10 years.

 

About Steven Falk:

A graduate in Psychology from Manchester University, Steven started his career in the motor industry before taking an MBA at Warwick University Business School. There followed commercial roles at Astra Zeneca, United Utilities, Great Universal Stores and MBNA Bank where he worked on a range of assignments in the UK, Eastern & Western Europe, North America and Asia.

From 2001 to 2009, Steven was Marketing Director at Manchester United Football Club. Steven served as a member of the Executive Committee of Manchester United and a board director of Manchester United Foundation, the club’s charitable trading arm. In January 2010, he launched Star Sports Marketing, a specialist sports marketing consultancy. 

For a confidential conversation on how Star Sports Marketing can help you to devise and implement an effective brand strategy. Visit www.starsportsmarketing.com or email steven.falk@starsportsmarketing.co.uk 

Steven Falk’s isportconnect-profile-widget

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