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Living Your Nonprofit's Brand
 

Living Your Nonprofit's Brand

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Aga Siuda and Kelley Jarrett (@keljar) discuss the importance of living your brand for Nonprofit Organizations.

Aga Siuda and Kelley Jarrett (@keljar) discuss the importance of living your brand for Nonprofit Organizations.

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    Living Your Nonprofit's Brand Living Your Nonprofit's Brand Presentation Transcript

    • Living Your Brand: ImplementationAga Siuda, Brand DesignerKelley Jarrett, Market Manager
    • Behind strong nonprofit brands are strong leaders to ensure consistent brandcommunication penetrates every aspect of the organization. Roxanne Spillett, President, Boys & Girls Clubs of America
    • You must live the brand internally before youstart to externalize it. Be aware that brand ismore than your logo and color palette, it is in every customer interaction and every message.Jim Gibbons, President and CEO, Goodwill Industries International
    • THE PERCEPTION
    • The PerceptionSOCIAL MONITORING –  How are people responding to you? –  What makes people happy? –  What inspires them to act? –  What are your competitors doing? –  Conduct brand awareness/perception surveysTHE TOOLS –  Google Alerts: When the above keywords, phrases or your brand name is mentioned, Google will send you an alert –  Socialmention: allows you to track and measure what people are saying about your organization across the web’s social media landscape in real time. SocialMention monitors 100+ social media properties directly. –  TweetDeck: see tweets (conversations, comments, feedback) regarding your brand and keyword/phrases in real time in dashboard format
    • The PerceptionCHECK FOR CONSISTENCY – PUT THEM ALL ON THE TABLE –  Print collateral – annual reports, letterhead, business cards, marketing –  Website –  Social pages – twitter, Facebook, Pintrest, etc.REVISIT YOUR VISUAL IDENTITY SYSTEM –  Does your logo accurately represent your organization? –  Does the color palette communicate the appropriate message? –  Does the typography give the appropriate voice?
    • THE PROMISE
    • The Promise THE COMMITMENT YOU MAKE TO YOUR CONSTITUENTSThe American Heart Association has an extraordinaryimpact on your life by empowering you and your loved ones to save lives, live healthier, and enjoy more peace of mind about cardiovascular health.
    • Your Promise is Communicated Through:YOUR BRAND STORY –  Who do you serve, what do you do and how do you fulfill your mission?VISUAL ELEMENTS –  Logo, colors, styles, print, digitalPERSONAL CONTACT –  Asks, meetings, culture, reception
    • THE VOICE
    • PersonalityIDENTIFY PERCEPTION –  True –  Positive –  Committed –  HeroicUPHOLD PERSONALITY TRAITS IN ALL COMMUNICATIONS –  Phone –  In Person –  Email –  Direct Mail http://www.socialmediaexaminer.com/4-free-tools-to-help-you-socially-monitor-your-brand/
    • Brand MessageBENEFITS VS. FEATURES –  This program is great because… VS. –  The program will benefit you by…CLEAR, CONCISE AND RESULTS-DRIVEN –  Honesty –  Clarity –  Action-oriented http://www.socialmediaexaminer.com/4-free-tools-to-help-you-socially-monitor-your-brand/
    • THE PEOPLE
    • Your People Are Your BrandHOLD REGULAR BRAND TRAININGSHAVE A CLEAR POINT OF CONTACTDEFINE AND DOCUMENT ALL ASPECTS OF YOUR BRANDPROVIDE TOOLS FOR SUCCESS –  Email templates –  Letterhead –  Scripts/tone trainingLET THEM TELL THEIR PERSONAL STORIESTEST THEM AND MAKE IT FUN!
    • LIVING YOUR BRAND
    • Living Your BrandASSIGN A BRAND MANAGER –  Monitor and Guide Social Media –  Recruit brand ambassadors –  Share brand success stories with the staffTOOLS FOR SUCCESS –  Email, blog, letterhead and collateral toolkit –  Conduct trainings at staff retreats and NEOs –  Brand newsletter remindersHAVE FUN! –  Brand Workshops –  Collage building Contest – Pintrest –  Contests
    • A Case Study: American Heart Association
    • Living Your Brand: ImplementationTHE PERCEPTIONTHE PROMISETHE PEOPLELIVING THE BRAND
    • The Guide Series Continues…Communicating Your Brand: THE BRAND MANUALWednesday, June 27thExpanding Your Brand: MILESTONE LOGOSThursday, June 28th www.guidecreative.com
    • Questions?Kelley Jarrett – MARKET MANAGER, CREATIVE SERVICES Kelley.jarrett@guidecreative.com @keljar Aga Siuda – BRAND DESIGNER Aga.siuda@blackbaud.com