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Branding & design for non-profits
 

Branding & design for non-profits

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    Branding & design for non-profits Branding & design for non-profits Presentation Transcript

    • Branding& for non-profits A short talk by Sergio Gutiérrez for the Northwestern University/Supplies For Dreams non-profit leadership conference. Kellogg School of Management Auditorium,design... Evanston, February 16th, 2013
    • 61 slides in 45 minutes. Hold on tight
    • Brands Design Marketing Building Selling
    • Creating Capturingvalue valuethrough throughdesign. your brand.
    • Brand?
    • Why doI need abrand?
    • rg . g . . O rg . O r O rg rg . O . O . O rg rg . O rgO . O g . rg . . O rg r . O Org O rg . O rg . rg . . O rg O O rg
    • Because youare in amarket andhaveOther non-profits are also aspiring to a finite pool of resources:competitors. funding, talent, partners, media attention...
    • rg . g . . O rg . O r O rg rg . O . O . O rg rg . O rgO . O g . rg . . O rg r . O Org O rg . O rg . rg . . O rg O O rg
    • A brand is the by-productof a relationship betweenyour organizationand people. Brand rg . O Relationship.
    • A brand is a portfolioof meanings.A gut reaction...
    • Brand management is the way that organizations have to own a set of meanings in peoples minds – positioning.
    • Brand management is the way that organizations have to own a set of meanings in peoples minds – positioning. Organic?
    • Barack Mitt
    • Barack Mitt Depending on the observer the gut reaction can be different.
    • Br Authentic Mean what you say. Can you deliver on your value proposition? Simple to identify quan alit and understand. Clear signs, clear value proposition. Engaging for your audiences – the “cool factor.” Multidimensional: stories, partnership, messages,d ies visuals, actions... Consistent. A story. Easy to remember, easy to re-tell.
    • Brand communicationsThe brand Verbal identity PR stories Partnershipsis built Programs Visual identity Advertisingacross all Speaking Website Volunteerstouchpoints engagements Sponsors Employeesand over time. Social media LeadershipThe different manifestations of your organizationhave to be consistent and "on-brand".
    • “My life is my message.” Mahatma Gandhi
    • Building a brandis more about Saying "We are sustainable" vs. being sustainable.“behaving” Your brand values should inform your behavior.than “saying.”
    • Brand strategyaims at creatingthe desired brandassociations in the mindsand hearts ofyour target audiences.
    • Making ithappen. (a simple framework for you to use)
    • Branding framework. 1. 2. 3. 4. Research Target definition. Brand Platform Activation definition across Your market, competitors, Who you want to connect to? targets, user context. "Paint a rich picture" of your users touchpoints. Based on your research define and stakeholders: who are they a brand platform that is Whats your brands and what do they want? Bringing the brand to life. compelling and relevant for opportunity space? your core targets. BRAND DESIGN. USERS MISSION. MARKETING MATERIALS. SPONSORS VISION. COMMUNICATION&PR PLAN. MEDIA VALUES. FUNDRAISING CAMPAIGNS. EMPLOYEES VALUE PROPOSITION. VOLUNTEER CAMPAIGNS. VOLUNTEERS (for each target) ETC. ETC. 4b. Building. Consistency over time. Innovation to keep the brand alive and people listening.
    • A brandwith impact.
    • “Every dollar we invest inhigh-quality early education can save more than seven dollars later on…” President Obama, State of the Union address, 2013
    • He createdJames Heckman is an the Heckman Equation American economist to share his and others and Nobel laureate. findings on early childhood education investment.
    • The Heckman equation empowered citizens, through marketing materialsand other brand touchpoints, to spread the word AND lobby their representatives.
    • Design?
    • Design Design DesignThinking Methods OutputsThe mindset The tools The products
    • Design Design DesignThinking Methods OutputsThe mindset The tools The products
    • DesignThinkingThe mindset
    • Designisuser-centric.
    • Design isgetting to thelogic of thingsthrough the"logic"of people.
    • De Design is planning howsi organizations, services, processes, ideas interact with people. Everything is designed (hopefully well designed) to serve a purpose, to solve a problem, to tap into angn... opportunity.
    • De Design is an approach, thinking thatsi there’s always a better solution, an iterative process of refinement, collaborative. Design uses visual tools to align and communicate across teams.gn... Design aims at creating systems- based solutions. Design is, ultimately, about changing behaviors, getting people to do something.
    • You can bea “non-profitdesigner”The trick is to look at problems from the user’s perspective and build solutions based on deep user understanding.
    • You can bea “non-profitdesigner” Stefan Moritz, 2005
    • Someexamples.
    • A scalablesystem forprovidingvision examsand eyeglassesin poor, remotecommunitiesin India.
    • Designingbetter trainingfor farmersin Kenya.
    • The goalRelevant, compelling & usable solutions for your users that solve a problem.
    • “We want to help them but they wont let us.” Basic rules for effective design. Do you *know* your users? Have you developed real empathy? Do you really understand what the underlying problem is? Have you created a solution that is easy to adopt for your users?
    • Problems live in a Thinksystem. Theyre obesity,connected to other gang violence,problems. teen pregnancy, think pollution... Think 5 whys.
    • Don’t make too many assumptionsbased on past experiences orsuccesses.The same problem can take adifferent shape depending on theuser group and its surroundingfactors (culture, economics, etc.)
    • Design Design DesignThinking Methods OutputsThe mindset The tools The products
    • DesignMethods The tools
    • Making ithappen. (a simple framework for you to use)
    • Non-profit design framework. 1. 2. 3. 4. Research Synthesize Ideate solutions Prototype to gain insight. insights. based on those solutions. insights. Spend time with the users Use Collaboration-friendly And test them with users, and the problem.Dont make format so everybody can see if they meet the Collaborate with teams, users requirements and are early judgments. contribute and frame the and other stakeholders. effective. right problem(s). Learning time! Workshopping time, again! Workshopping time! 4b. Iterate, Measure & Refine Gather user feedback and user it to iterate and refine the prototype. Keep learning! 5. Launch (small)
    • Non-profit design framework. 1. Research to gain insight. (Spending time with users.) Spend time with the users and the problem. Dont make early judgments. Learning time! Ethnography. Contextualized interviews. Observation. Shadowing.
    • Non-profit design framework. 1. Research to gain insight. Spend time with the users and the problem. Dont make early judgments. Learning time! Self- documentation. Crowdsourcing. cultural probes.
    • Non-profit design framework. 1. Research to gain insight. Spend time with the users and the problem. Dont make early judgments. Learning time! Secondary research – i.e. literature review.
    • Non-profit design framework. 2. Synthesize insights. Use Collaboration-friendly format so everybody can contribute and frame the right problem(s). Workshopping time! Affinity diagram.
    • Non-profit design framework. 2. Synthesize insights. Use Collaboration-friendly format so everybody can contribute and frame the right problem(s). Workshopping time! Empathy map.
    • Non-profit design framework. 2. Synthesize insights. Use Collaboration-friendly format so everybody can contribute and frame the right problem(s). Workshopping time! Stakeholder map. Source: organ-donation-master-thesis.blogspot.com
    • Non-profit design framework. 2. Synthesize insights. Use Collaboration-friendly format so everybody can contribute and frame the right problem(s). Workshopping time! User journey.
    • Non-profit design framework. 3. Ideate solutions based on those insights. Co-create: collaborate with teams, users and other stakeholders. Workshopping time, again!
    • Non-profit design framework. 4. Prototype solutions. And test them with users, see if they meet the requirements and are effective. Gather user feedback and use it to iterate and refine the prototype. Keep learning! User journey. Role playing. Wireframes. Life-size experiences.
    • Non-profit design framework. 4b. 5. Iterate, Measure & Launch (small) Refine Gather user feedback and user it to iterate and refine the prototype. Keep Pilot. learning!
    • Good reads
    • Thanksforwatching.Talksoon.Twitter@sergiogm_