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Building a Better Brand

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This presentation is designed to be a guide/ working session to building a strong brand for nonprofit organizations. …

This presentation is designed to be a guide/ working session to building a strong brand for nonprofit organizations.
www.donorexperience101.com

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  • 1. Nonprofit Brand Building 101 BRIDGET L. BRANDT WWW.DONOREXPERIENCE101.COM
  • 2. Brand ElementsA brand is a "name, term, design, symbol, or anyother feature that identifies one sellers good or serviceas distinct from those of other sellers.“
  • 3. Why should I care about my brand?Online Brand Infographic
  • 4. Great let’s build a brand.
  • 5. The Best Laid Plans Multiple Challenges Hinder the Creation of Effective Marketing PlansSource: MLC, Eliminating Complexity in Marketing Planning, Washington D.C.: © 2006 Corporate Executive Board.Corporate Executive Board 2006, p. 5. All Rights Reserved.
  • 6. Branding Framework
  • 7. Step 1: Analysis
  • 8. Step 2: PlanBrand Vision QuestionsWhat business are you in?Who are your brand role models?Who are you talking to?What other nonprofits do they support?What are their passions and goals?What is the vision in 1 sentence?What does success look like?How different is your vision form the competition?
  • 9. Step 3: Define
  • 10. Step 4: Educate
  • 11. Don’t forget about
  • 12. Step 5: Execute
  • 13. Step 7: Evaluate
  • 14.  Name.  Logo.  Tagline or Catchphrase.Samples of  Graphics.Brand  Shapes.  Colors.Elements  Sounds.  Tastes.  Movements.  Feel/Atmosphere.  Events.
  • 15.  Name: The word or words used to identify a company, product, service, or concept.Samples of 1. Spell It A Different Way. A gelatin dessert came out as JELL-O. A fruit-based drink for kids came out as FROOT. An intentionally misspelled word could become your product’s name. Or company name: TOYSBrand R US. 2. Generate First, Judge Later.Elements Get yourself (or your task force) started by generating as many different names as you can. Write everything down. There are no bad ideas, yet. Save the judging for later. In a group session, try this penalty for saying, “What a lousy idea.” That person has to produce two more ideas for names. 3. Go For Quantity. Don’t fall in love with a short list of two or three possible names. Develop lots of names. In a typical trademark search, you’ll lose at least 8 of every 10 names you generate. 4. Try For An Acronym. VISTA. Volunteers In Service To America. MADD. Mothers Against Drunk Driving. FAST LANE. 5. Think About Why It Will Be Used. A $100 pair of sneakers should make me faster and more agile. So, what suggests fast and agile? REEBOK is the name of a fleet-footed African gazelle. PUMA is the Spanish word for a large wild cat. (Would a Keds or a Converse make me that agile?). 6. Say It Out Loud. Names should be pleasing to the ear as well as to the eye. http://www.brandingstrategyinsider.com/2009/06/33-tips-tactics-for-generating-names.html
  • 16.  Logo: The visual trademark that identifies the brand.Samples ofBrandElements
  • 17.  Logo: The visual trademark that identifies the brand.Samples ofBrandElements
  • 18.  Tagline or Catchphrase: “Got Milk?" ; “What happens in ____ stays in _____“  DosSamples of  Ensure that your tagline works together with your organization’s name, positioning statement and keyBrand messages.  Emphasize action and/or emotion. Use verbs, notElements just nouns. “Explore, enjoy and protect the planet.” – Sierra Club “Saving babies, together” – March of Dimes  Don’ts  Don’t be generic. Be specific and as emotive as possible. Weak – “Building a Better New York”. This tagline could represent a construction firm.  Don’t craft a tagline your organization can’t stand behind 100%.  Don’t launch your tagline before trying it out.  Don’t change your tagline more than once a decade. http://gettingattention.org/articles/136/message-development/guidelines-nonprofit-taglines.html
  • 19.  Graphics: The dynamic ribbon is a trademarked part of Coca-Colas brand.Samples ofBrandElements
  • 20.  Shapes: Pink RibbonSamples ofBrandElements
  • 21.  Colors: The color that identifies your organization  Yellow- Live StrongSamples of Pink- Susan G. Komen  For the complete list of awareness ribbon colors:Brand  http://en.wikipedia.org/wiki/List_of_awareness_ribbons Periwinkle -Elements   Eating disorders awareness (anorexia, bulimia, and EDNOS)  Stomach cancer  Esophageal cancer  Pulmonary hypertension awareness  Pink and Blue -  Pro-life  Genital integrity  Male Breast Cancer Awareness  Inflammatory breast cancer awareness  Infertility awareness  Infant loss awareness  Orange ribbon-  Homestuck Awareness day  Free software awareness/advocacy[82]  Leukemia awareness[16]  Multiple Sclerosis Awareness[83]  Self Injury Awareness Day[84]  Malnutrition awareness  …
  • 22.  Sounds: A unique tune or set of notes can denote a brand. NBCs chimes are a famous example.Samples ofBrandElements
  • 23.  Feel/Atmosphere: Starbucks Samples ofBrandElements
  • 24.  Events: Jerry Lewis TelethonSamples of  Start with the event concept.  Evaluate your mission, and use it to create an event-Brand specific fundraising case for support that is tailored to your events target audience.  Not all the participants are equal from a fundraisingElements perspective.  So driving participation is the basic building block of all fundraising events.  Seek to find ways to bring the mission alive, rather than simply grafting a fundraising ask onto a walk, auction, golf tournament, etc.
  • 25.  Sounds: A unique tune or set of notes can denote a brand. NBCs chimes are a famous example.  Scents: The rose-jasmine-musk scent of Chanel No. 5 isSamples of trademarked.  Tastes: Kentucky Fried Chicken has trademarked itsBrand special recipe of eleven herbs and spices for fried chicken.  Movements: Lamborghini has trademarked the upwardElements motion of its car doors. Maybe your organization will be the next one to brand themselves in this way???
  • 26. Brand GrowthTheory Tactics Establish a repeatable framework for building brands Develop marketing plans that support brand strategy Develop a clear, differentiated brand strategy
  • 27. How do I differentiate my brand?Theory Tactics Focus on the unique value your brand creates for its ____. Find targeted growth opportunities that enhance your brand. Support planning process with brand- building tools and principles Associate the brand with the outcomes your customers most desire Identify the unmet needs within a category that you can "own“ & convert your core competencies into points of differentiation for your brand
  • 28. How can I keep my brands reputation strong in the age of social media?Theory Tactics Recognize that you won’t be able to control everything that is said about your brand, and develop a consistent brand experience to help prevent social media emergencies. Develop social media guidelines for employees/volunteers Monitor key reputation attributes that reinforce brand positioning Ensure the customer experience reinforces your brand image
  • 29. Questions BRIDGET L. BRANDTWWW.DONOREXPERIENCE101.COM SAGE NONPROFIT SOLUTIONS BRIDGET.BRANDT@SAGE.COM