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November Luncheon | 14 TIPS TO HELP TURN YOUR ORGANIZATION INTO A HIGHLY IMPACTFUL BRAND
 

November Luncheon | 14 TIPS TO HELP TURN YOUR ORGANIZATION INTO A HIGHLY IMPACTFUL BRAND

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Branding isn't just the responsibility of your company's marketing department. Everyone, at all levels of the organization - especially nonprofits, need an understanding of branding and how it impacts ...

Branding isn't just the responsibility of your company's marketing department. Everyone, at all levels of the organization - especially nonprofits, need an understanding of branding and how it impacts business.

Bill McKendry, co-founder and Chief Creative Officer of DOMOREGOOD , a strategic and creative brand-building firm that is committed to helping organizations make a positive impact on the world around them, shared his 14 branding principles to help you make the leap from doing good to doing more good.

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    November Luncheon | 14 TIPS TO HELP TURN YOUR ORGANIZATION INTO A HIGHLY IMPACTFUL BRAND November Luncheon | 14 TIPS TO HELP TURN YOUR ORGANIZATION INTO A HIGHLY IMPACTFUL BRAND Presentation Transcript

    • Hello.
    • Imagine you’re this guy.
    • You don’t have a job.
    • Your spouse depends on you.
    • As do your 10 children.
    • And 20 elderly relatives.
    • What do you do?
    • You hire a housekeeper.
    • Meet with your accountant.
    • You buy a bigger house.
    • And a bigger car.
    • Have a huge dinner party.
    • But don’t ask anyone for a job.
    • You don’t even have a resume.
    • Sounds ridiculous?
    • Irrational?
    • Irresponsible?
    • My Mission:
    • MOVE FROM DOING GOOD
    • TO DOING MORE GOOD
    • 14 Key Branding Principles to Do MORE Good in 2014 and beyond
    • 14 Recognize your problem.
    • KEY STAGES of NPO Marketing Accountability
    • 1 DENIAL WE DON’T NEED MARKETING!
    • 2 FEAR WE NEED FUNDS, CALL IN MARKETING!
    • 3 CONFUSION WHAT DO WE DO? WHO DO WE TALK TO? WHAT SHOULD WE SAY?
    • 4 SELF PROMOTION LET’S HAVE AN EVENT ... TALK ABOUT OURSELVES ... HOPE THINGS CHANGE!
    • 5 ACCOUNTABILITY FUNDRAISING/REVENUE STARTS WITH MARKETING.
    • “An organization has one and only one purpose: to create a supporter.” Peter Drucker, Social Ecologist
    • 13 Never say this...
    • WE’RE THE BEST KEPT SECRET.
    • 12 Marketing is an “investment,” not an “expense.”
    • “Marketing and innovation produce results; all other organizational functions are a cost.” Peter Drucker, Social Ecologist
    • “There is a relationship between failing to invest in fundraising and a failing to meet goals. Simply put, it takes money to raise money.” The Nonprofit Research Collaborative Executive Summary, 2012 Fundraising Survey
    • 11 Nonprofits have competition.
    • Amount of Choices “More than ever, people (donors, volunteers and board members) have increasing options and less time to make choices.” Amount of Time Seth Godin, The Purple Cow
    • 10 Everything starts with awareness
    • Eyeballs Awareness Consideration Preference Action Loyalty Supporters
    • RECOMMENDATIONS FROM FRIENDS People PEER REVIEWS COMPETITIVE ALTERNATIVES USER GENERATED CONTENT Supporters Influencers
    • 9 Every brand contact counts.
    • “Understanding branding is easy— everything matters.” Howard Schultz, Founder of Starbucks
    • • What does your location or even reception area say about your brand? • When someone calls or stops by, how are they treated? • When volunteers/staff email, leave voice mails or answer the phone, how do they come across? • What kind of cars do your key contacts drive? How do they dress? • How do your volunteers/staff/leaders/board talk?
    • 8 Be a brand, not an organization.
    • • A brand looks at every piece of communications as an opportunity to make a positive impression. • A brand looks to hire staff and recruit volunteers that matches their brand personality. • A brand focuses on donor desires, needs wants. • A brand understands that organizational behavior and experiences greatly influence marketing success. • A brand looks at every major decision through the filter of how it impacts their brand.
    • 7 Make a habit of knowing media habits.
    • • 90% of all media interactions are screen based (smartphone, PC, tablet & TV) • Only 10% of all media interactions are non-screen based (radio, newspaper, magazine, direct mail) • 98% of us move between multiple screens / devices a day • 50% of all media consumption is peer-to-peer
    • A Four Screen Day: 6:45 AM - Home: Television 7:30 AM - Commute: Radio + Smartphone 8:00 AM - Work Day: PC + Smartphone 5:30 PM - Commute: Radio + Smartphone Evenings - Smartphone + PC + Television + Tablet
    • 6 Content is the new 30 (seconds).
    • Quality Quantity CONTENT Variety
    • 5 Mean more to your targets.
    • MOVE FROM TALKING ABOUT WHAT YOU OFFER OR PROVIDE
    • TO TALKING ABOUT WHAT YOU MEAN
    • 4 Ask yourself, ‘why?’
    • WHAT Results WHY Purpose HOW Actions
    • 3 Get emotional.
    • REASON EMOTION PERSUADE MOTIVATE
    • 2 Don’t leave money on the table.
    • “Brand associations with your nonprofit have value; yet, even the most savvy nonprofits admit they’re leaving money on the table.”
    • 1 Frequency wins.
    • QUESTIONS?
    • “The knowledge of fire does not keep one warm.” - St. Maximus, The Confessor
    • THANK YOU. Now DOMOREGOOD