Finding Your Brand Voice

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  • 1. welcome finding your brand voice with
  • 2. welcome Cindy Dashnaw Director of Public Relations Services cdashnaw@bohlsengroup.com Andrew Hayenga Director of Nonprofit Services ahayenga@bohlsengroup.com Stephanie Perry Account Executive sperry@bohlsengroup.com
  • 3. today’s menu
  • 4. defining brand merriam webster says: a trademark or distinctive name identifying a product or a manufacturer. a product line so identified.
  • 5. defining brand american marketing association says: a name, term, design, symbol or any other feature that identifies one seller's goods or service as distinct from those of other sellers.
  • 6. defining brand so who is right? Merriam-Webster AMA
  • 7. defining brand neither, really... but the AMA gets closer “or any other feature” is the key
  • 8. defining brand bohlsen group says: a group of six interdependent features that feed off one another to foster the desired public perception of your organization’s work.
  • 9. identifying your brand 1.  Communication goals – What actions do you want to encourage? 2.  Target publics – Who do you need to reach to accomplish your goals?
  • 10. identifying your brand 3. Keywords/terms - What do you want to say? 4.  Tone/voice - What’s your organization personality? 5.  Logo/visual elements - What do you look like? 6.  Value/substance - What makes you stand out?
  • 11. living your brand how does an organization incorporate their brand across multiple communication platforms?
  • 12. living your brand
  • 13. living your brand
  • 14. living your brand
  • 15. living your brand
  • 16. owning the brand nonprofits are all about authenticity so … your board, staff and volunteers must reflect your brand to make your messages ring true.
  • 17. owning the brand however you say it: •  singing from the same songbook •  repeating the mantra •  knowing the script whose associated with your NFP must be able to verbalize your brand
  • 18. owning the brand minimum knowledge base decide how much you need every staff, board member and volunteer to be able to articulate. •  •  •  •  •  mission statement? core audiences? program focus? URL, social media handles? how to give?
  • 19. owning the brand it’s one thing to remember … it’s another to comprehend. only those who comprehend can then carry your message for you.
  • 20. owning the brand how much is too much? •  Thomas Smith: 20 times •  Rule of 7 •  Takes 3 for simple awareness “Made to Stick” Heath brothers: No such number the key: repeat with variety
  • 21. owning the brand be creative! ² BRIEF mission at the top of board, committee and staff agendas ² elevator speech on cards to hang in offices and cubicles ² tagline on business cards
  • 22. owning the brand ² messaging in the employee handbook, social media policy, staff evaluations ² verbiage used in president’s reports, letters from the president (newsletters, annual reports)
  • 23. owning the brand ? Where/how else could you share your messaging to help your staff, board and volunteers learn?
  • 24. our wrap up ? what are your questions for us about brand?
  • 25. your homework Go to bohlsengroup.com Apply to our pro bono program Win PR free services