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Your Nonprofit or Program Brand with Phil West of Orange Cone
Your Nonprofit or Program Brand with Phil West of Orange Cone
Your Nonprofit or Program Brand with Phil West of Orange Cone
Your Nonprofit or Program Brand with Phil West of Orange Cone
Your Nonprofit or Program Brand with Phil West of Orange Cone
Your Nonprofit or Program Brand with Phil West of Orange Cone
Your Nonprofit or Program Brand with Phil West of Orange Cone
Your Nonprofit or Program Brand with Phil West of Orange Cone
Your Nonprofit or Program Brand with Phil West of Orange Cone
Your Nonprofit or Program Brand with Phil West of Orange Cone
Your Nonprofit or Program Brand with Phil West of Orange Cone
Your Nonprofit or Program Brand with Phil West of Orange Cone
Your Nonprofit or Program Brand with Phil West of Orange Cone
Your Nonprofit or Program Brand with Phil West of Orange Cone
Your Nonprofit or Program Brand with Phil West of Orange Cone
Your Nonprofit or Program Brand with Phil West of Orange Cone
Your Nonprofit or Program Brand with Phil West of Orange Cone
Your Nonprofit or Program Brand with Phil West of Orange Cone
Your Nonprofit or Program Brand with Phil West of Orange Cone
Your Nonprofit or Program Brand with Phil West of Orange Cone
Your Nonprofit or Program Brand with Phil West of Orange Cone
Your Nonprofit or Program Brand with Phil West of Orange Cone
Your Nonprofit or Program Brand with Phil West of Orange Cone
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Your Nonprofit or Program Brand with Phil West of Orange Cone

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  • 1. How to Develop and Leverage Your Nonprofit or Program Brand#txnsbrand
    Phil West
    Orange Cone Agency
    September 8, 2011
  • 2. Basic definitions
    Brand: What identifies your entity to the world – not just name and logo, but messaging, your people, your partnerships, associations people have with your entity (knowledge of what you’ve done, general feelings/emotional qualities)
    From AMA: “name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers”
  • 3. Basic definitions
    Branding: In its verb form, it becomes the act of creating and/or marketing that brand
    Possible scenarios for branding:
    A new entity that needs a brand
    A brand that needs to be changed
    A brand that needs to be reinforced/reinvigorated
    A brand being confused with another brand (possibly a competitor)
  • 4. Basic definitions
    Messaging: The overarching and ever-evolving set of statements an entity wants to make about itself, applied to specific situations
    This definition expresses:
    The importance of brand in all your communication (essentially, asking the question, “What do we want to say about ourselves?”)
    Awareness of how your programs, events, communications with staff/volunteers have the potential to reinforce your brand
  • 5. Brand Awareness Exercise
    Think of a brand – the first one that comes to mind. Spend five minutes thinking about its name, its logo, its style and personality – all the things you’re able to associate with it. (Think about how it advertises, how it delivers its news, how it stages events, how it relates to its world.)
  • 6. Components of Brand
    Name
    What does it mean?
    What associations might people have with it?
    Is it indicative of what the entity does?
    Is it memorable?
    Is it challenging? (In the positive or negative way)
    Does it have the potential to grow and develop with the entity?
  • 7. Components of Brand
    Logo
    What does it look like?
    Is a concrete or abstract image?
    Are you able to call it up from memory?
    What colors does it employ, and what associations do you have with those?
    How does it integrate with the name?
  • 8. Components of Brand
    Logo Exercise
    What associations do you have with the following logo?
  • 9. Components of Brand
    Logo Exercise
    What associations do you have with the following logo?
  • 10. Components of Brand
    Logo Exercise
    What associations do you have with the following logo?
  • 11. Components of Brand
    Style and Personality
    Who do you see as your audience? And your potential audience?
    How do you relate to that audience?
    Are you smart? Funny? Friendly? Reliable? Honest?
    Is your personality consistent? Or do you tailor it for certain audiences? (Think about the concept of brand essence – elements/values of your brand that don’t change)
  • 12. Brand and How It Ties to Reputation
    The public’s awareness of brand is akin to a relationship with another person (though a brand is managed by multiple people)
    Reputation management, including PR, is about banking goodwill should something go wrong, while making sure you keep current and relevant as well as trusted
  • 13. Keeping Your Brand Consistent
    Awareness
    Making sure that you’re aware of your brand, its essence, your audience and potential audience
    Articulation
    Craft messages and design events/programs that articulate your brand consistently
    Assessment
    Gauge how resonant your brand is with your staff and your audience
  • 14. Generating Brand Feedback
    Monitor how others see your brand
    What media is saying
    What partners are saying
    Ask your staff/board
    Most important constituency
    Make sure internal communication is two-way
    Ask your audience
    Tailoring surveys
    Direct asks with trusted supporters
  • 15. Exercise: Assessing Your Brand
    Take five minutes to write down reflections on your brand – how does it resonate, what’s most notable about it to you, what’s most notable about it to your constituency, where it’s consistent, and where it might be inconsistent or need some development/attention
  • 16. Key Messages
    The main points you want to get across to your audience about your entity
    Helpful to think of three key messages per rhetorical situation
    Messages should always track back to your brand and its essence
  • 17. Developing Your Key Messages
    Asking questions to tie situation to branding concerns
    What’s important for us to say?
    How does it advance our mission?
    What’s relevant/useful to our audience?
    What engages people?
    Involving ED/Other Core Staff with PR/Marketing Personnel
  • 18. What Happens When Your Messages Tie To Your Brand
    You appear more consistent
    You appear more purposeful
    Your brand is reinforced and more memorable
    Your audience is more engaged
  • 19. Key Message Exercise
    Take five minutes, thinking about an upcoming event, program or initiative for your entity. Craft three key messages that you’d deliver in an interview with someone in the media, keeping your brand in mind as you craft these.
    (We’ll workshop these in small groups and with the entire group.)
  • 20. Delivering Your Key Messages
    Through internal communications
    Cultivate awareness throughout your organization
    Use your mission and vision statements as anchors
    Involve staff and board in assessment of key messages, to cultivate ownership as well as recognition
  • 21. Delivering Your Key Messages
    Through traditional media channels
    Make sure key messages are in press releases and media advisories, particularly as quotes from spokespeople
    Prepare for interviews by knowing key messages, making it a goal to deliver those
    Know how to bridge to key messages (from questions that might be irrelevant or hard to answer)
  • 22. Delivering Your Key Messages
    Through social media channels
    Prepare size-appropriate versions of your key messages as needed for social media channels (I’m looking at you, Twitter)
    Utilize key messages in personable ways with one-on-one engagement
    Be mindful of your brand’s personality
  • 23. Delivering Your Key Messages
    Through your marketing collateral
    Think about event-specific messaging for event marketing collateral, but also be aware of overall brand advancement
    Make sure images are congruent with text
    Professionalism is key, even if there are casual and friendly elements to your brand

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