Branding Toolkit

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  • 1. Branding Toolkit
  • 2. Branding Toolkit Featuring the following handy tools: ....................................................................................................................... Marketing Inventory 5 Steps to a Funective* Brand Organizational Lexicon
  • 3. Tool: Marketing Inventory HOW TO USE THIS TOOL: ....................................................................................................................... Consistency is key to your marketing success. If you’re all over the map with your messaging, people will think you don’t have your act together. (Yikes!) This tool will help you bring all your messaging into alignment. Step 1: Gather everything you have that talks about your organization (e.g. pamphlets, postcards, letterhead, business cards, website, blog, Facebook, Twitter, etc.). Step 2: Fill out a row for each item. Step 3: Create a consistent top-level message. (For help with that, see the Messaging Roadmap and Messaging Platform.) Step 4: Finally, make sure everything uses the same language to talk about your organization and also gives accurate contact info. Bringing your messaging into alignment can take a little time, but it’s worth it. Good luck!
  • 4. Marketing Inventory ............................................................................................................... ............................................................................................................... ............................................................................................................... ............................................................................................................... ............................................................................................................... 3 People who work for and with our organization. (We started the first one for you as this is generally your biggest and most overlooked mechanism.) what contact info have What we say we offer Current message Off-line Online MECHANISM Remember: Consistency is key.
  • 5. Tool: 5 Steps to a Funective* Brand HOW TO USE THIS TOOL: ....................................................................................................................... Having a brand that clearly, compelling and consistently conveys what you do and why you do it is a modern-day must. Why? Because it makes it easy for people to decide whether they want to engage with you and keeps them loyal once they do. This tool guides you through the process of making your brand as funective* (fun + effective =) as possible. Simply follow these five simple steps and you’ll be on your way to having a brand that sets you apart and gets you ahead!
  • 6. Steps To a Funective* Brand .......................................................................................................................................................................... Having a brand that clearly, compellingly and consistently conveys what your nonprofit believes in and what makes you special is a modern-day must. Why? Because it makes it easy for people to decide whether they want to engage and keeps them loyal once they do. So how do you make your organization irresistible? By creating a brand that is funective—*fun + effective*—and then picking a “spokesperson” to bring it to life. Follow these five steps and you’ll be there in no time. 1 STEP 1: Define Your Belief Proposition First thing’s first—you have to know what you believe to know what you stand for. Answer these two questions: Why does your organization exist? What would be different if your organization didn’t exist? Answers to these questions uncover what your organization believes. Now create your Belief Proposition by finishing the sentence, “We believe...” (For inspiration, see examples at right.) 2 EXAMPLES Your Belief Proposition We believe all children deserve to be great readers. We believe technology can play a pivotal role in the greater good. We believe fish are worth fighting for. STEP 2: Get Personal Now that you’re clear on what you stand for, the next question is: what words, visuals and actions will help you convey your belief in a way that will capture the attention of those that share it. Put another way: what’s your personality?
  • 7. Continued: 5 Steps To a Funective* Brand .......................................................................................................................................................................... To figure this out, finish the sentence, “In everything we do, we will be...” by picking three words that capture the essence of your organization’s personality. This list is a good starting place. Academic Approachable Casual Conservative Courteous Dynamic Fast-paced 3 Honest Independent Innovative Knowledgeable Open-minded Outspoken Playful Progressive Respectful Serious Stable Transparent STEP 3: Find a Spokesperson Pick a spokesperson for your organization that would believe in your belief proposition and embody your personality. This person won’t actually be your spokesperson. Instead, you will use them as a way to bring cohesion and consistency to your efforts. The spokesperson might be a fictional character (Luke Skywalker) or a real person (Luke Perry). EXAMPLE: Spokesperson We believe that all children deserve to be great readers. To honor that belief, we will be approachable, dependable, and outspoken in how we talk, write, visually portray and act. Our spokesperson will be Queeen Latifah.
  • 8. Continued: 5 Steps To a Funective* Brand .......................................................................................................................................................................... 4 STEP 4: Introduce your website to your spokesperson Review your website. Can you imagine your spokesperson saying it? Would your spokesperson use long sentences or short phrases? If your spokesperson is an academic, semi-colons might be just fine, but if it’s Buzz Lightyear, not so much. If you put your spokesperson’s picture on the site, would it fit right in or stand out like a sore thumb? If you’ve got a sore thumb on your hands (pun intended), take a look at your color palette and, if need be, your logo. For instance, if your spokesperson is a blazer and tie type of guy and your website looks like something fresh off the set of Jersey Shore, how can you make it less casual and more polished? 5 STEP 5: Find a Spokesperson Write all future communications—newsletters, brochures, annual reports, etc—as your spokesperson would. Having one voice will make it easy for multiple people to write in a way that is consistently irresistible to people who are mad about your mission. What now? Repeat steps #2-5 once a year. What you stand for shouldn’t change—who best represents what you stand for just might.
  • 9. Tool: Organizational Lexicon A lexicon is a set of words used by a person, organization or group. By creating your very own lexicon, you up the odds that you’ll use words that make you stand out from the crowd. And standing out from the crowd is a good thing when it comes to marketing! HOW TO USE THIS TOOL: .................................................................................................................................... • Start by picking adjectives that best describe your organization. This is a simple way to define your brand personality. For instance, one organization might be thoughtful, compassionate, and diverse while another is ambitious, irreverent and forward-focused. The words these two organizations use should reflect their unique personality. (This step is most effective when you get input from your whole team.) • Pick verbs, nouns and adjectives that align with your brand’s personality. • Identify words that everyone in your organization will avoid. For instance, you might decide that ‘awesome’ isn’t professional enough or that ‘vital’ is overused. • Share the lexicon far and wide! The more people know which words to use and which to avoid, the more consistently you’ll stand out from the crowd.
  • 10. Organizational Lexicon Our name is: STEP #1: WRITE THE THREE WORDS THAT BEST DESCRIBE YOUR ORGANIZATION 1 2 3 STEP #2: LIST VERBS, NOUNS, AND ADJECTIVES EVERYONE SHOULD USE. VERBS Nouns ................................................... ................................................... STEP #3: ADD WORDS TO AVOID. adjectives
  • 11. We hope you found this toolkit useful! Here are two other tools to help you market your mission: Pitchfalls: why bad pitches happen to good people 1, 2, 3 Marketing Tree Thanks for making the world a better place, The Claxon Team ....................................................................................................................... www.claxonmarketing.com | info@claxonmarketing.com | 206.351.8504