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Branding for a Cause Branding for a Cause Presentation Transcript

  • ebook Ser ies: Volume 28 the promise behind the brand. Brandin g for a c auSe Branding for a Cause CLICK SCREEN TO BEGIN. Hit escape to return to normal screen mode. ©The Russo Group, 2010. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. 1 < Back | Home | next >
  • ebook Ser ies: Volume 28 the promise behind the brand. Brandin g for a c auSe TABLE OF CONTENTS the non-Profit identity..........................................................................................................................................................................3 the non-Profit dilemma .......................................................................................................................................................................4 Where the Brand identity fits in ........................................................................................................................................................6 Where the Brand Will take You.........................................................................................................................................................8 the obstacles ....................................................................................................................................................................................... 10 the Brand Partner ............................................................................................................................................................................... 12 final thought ........................................................................................................................................................................................ 14 2 < Back | Home | next >
  • ebook Ser ies: Volume 28 the promise behind the brand. Brandin g for a c auSe The non-profiT idenTiTy The identity of a not-for-profit organization is rooted in goodwill and service. Because such organizations rely on donations and time commitments to operate, they can’t really afford the luxuries offered to sales- oriented establishments. Forsaking cash, non-profits seek to accumulate volunteers and advocates in order to keep up operations. Just like a for-profit business, not-for-profits have to have a coherent message, a clear-cut audience to market to, and a strong brand identity. 3 < Back | Home | next >
  • ebook Ser ies: Volume 28 the promise behind the brand. Brandin g for a c auSe The non-profiT dilemma Most charitable organizations tend to think of themselves as simply “not-for-profit” instead of believing that they are, in fact, a business. This mindset hinders the ability to stay organized and focused on the bottom line: acquiring advocates. In addition to the internal conflicts of establishing a non- profit identity, not-for-profit competition is growing every day. As more and more organizations join the fight to save the world, competition for advocate attention is spreading. While this may be good for society, it is problematic when everyone is dipping into the same pool. 4 < Back | Home | next >
  • ebook Ser ies: Volume 28 the promise behind the brand. Brandin g for a c auSe Throw in a troubled economy and an audience that appears to have lost faith in charitable organizations, and the not-for- profits have more than a few challenges to deal with. With less money flowing in from corporate, government, and individual donors, the basic rules of good branding weigh more heavily than ever. Those organizations that can find an undiscovered niche and an atmosphere of well-defined sense of purpose are more likely to thrive than those organizations that don’t. 5 < Back | Home | next >
  • ebook Ser ies: Volume 28 the promise behind the brand. Brandin g for a c auSe Where The Brand idenTiTy fiTs in Finding a voice and becoming organized is not enough in creating an effective brand identity for a non-profit organization. There are several steps in creating an identity that speaks to an audience… 6 < Back | Home | next >
  • ebook Ser ies: Volume 28 the promise behind the brand. Brandin g for a c auSe In order to rise above the noise and make your voice heard, an organization must first identify its audience. Not-for-profits have to seek out those who will connect most with their mission and cause. These core members of their tribe will provide the advocacy that no ad campaign or billboard can provide. Next, you need to identify your promise – a single point of differentiation, or a difference that can be authentically claimed and delivered. It is, in effect, the essence of the brand itself. If the experience as a whole does not support your promise, then the brand will either suffer, or at best, fail to build loyalty and advocacy. Once your promise is established, you need to find your voice and work to “change the conversation.” Your voice is your identity, or your personality as it is viewed by the world. It establishes a consistent delivery of your message that will resonate with your core audience. 7 < Back | Home | next >
  • ebook Ser ies: Volume 28 the promise behind the brand. Brandin g for a c auSe Where The Brand Will Take you Significant thought, planning, skill, perseverance, and the commitment of all involved to an honest, brand-led transformation will guarantee positive results. As in most undertakings, there are paths that generally lead to success and others that foster missed opportunities and disappointment. 8 < Back | Home | next >
  • ebook Ser ies: Volume 28 the promise behind the brand. Brandin g for a c auSe Having a solid brand plan that speaks to an audience who will invest their heart and soul into the cause is the best thing that a not-for-profit organization can hope for. However, it is important to always be aware of the inevitable obstacles that can hinder their brand plan’s production… 9 < Back | Home | next >
  • ebook Ser ies: Volume 28 the promise behind the brand. Brandin g for a c auSe The oBsTaCles RESOuRCES Many non-profit organizations have withstood the test of time: the Red Cross, the Council on Foreign Relations, the United Way, the American Heart + Association, and the American Cancer Society, to name a few. LEAdERShip These organizations overcame the barriers that + typically encumber an organization that doesn’t have dollar signs as the bottom line. The obstacles that plague a cause-oriented organization TRAdiTiON include: resources, leadership, and tradition. 10 < Back | Home | next >
  • ebook Ser ies: Volume 28 the promise behind the brand. Brandin g for a c auSe First, a restrained budget generated from donations and grants effect an organization’s ability to perform day-to-day operations. Next, despite the importance of volunteerism and frontline staff in the process, the usual non-profit model of rule by committee can be a liability for ineffective leadership. Finally, the tradition of “not tampering with something pure” can result in a stalemate of progress and progressive medications to the brand identity. 11 < Back | Home | next >
  • ebook Ser ies: Volume 28 the promise behind the brand. Brandin g for a c auSe The Brand parTner There a great amount of time and effort that goes into building a strong brand, and once an organization commits to a rebranding strategy, it’s a long, trying road to travel. And most organizations fail to accept that they simply cannot do this on their own. They need a brand partner. 12 < Back | Home | next >
  • ebook Ser ies: Volume 28 the promise behind the brand. Brandin g for a c auSe It’s a widely accepted fact of business that you get what you pay for. And since a non- profit is basically unable to pay anything, that is generally what they get…nothing. The value of a strong brand is worth as much as the building you are housed in, and if your roof is caving in, you would want a professional to fix it. The same principle applies when non-profit agencies are looking to improve their brand. Most branding agencies will be more inclined to donate their time when something (anything) is offered in return. Some agencies will offer a drastically reduced rate in an effort to encourage not-for-profit agencies to respect the value of their work, and never abuse their time. 13 < Back | Home | next >
  • ebook Ser ies: Volume 28 the promise behind the brand. Brandin g for a c auSe final ThoughT Creating an effective brand for a not-for-profit organization should be executed in the same manner as a profit-oriented organization’s brand strategy. Changing the conversation provides the public with a way to easily understand how a not-for-profit’s mission can enhance their lives and the lives of those within their community. While they cannot mandate how their audience feels, they can influence their behavior by giving them something with which to connect on an emotional level. 14 < Back | Home | next >
  • ebook Ser ies: Volume 28 the promise behind the brand. Brandin g for a c auSe RUSSO IS A STRATEGIC BRANDING AGENCY – AND AS A BRANDING AGENCY, WE ARE BELIEVERS. Here, we believe in the promise behind the brand. And here, we believe that changing the conversation motivates consumer behavior. Through the use of consumer insight, we develop branding initiatives for our clients that form emotional connections with their consumers. for more information on branding, social media or to learn more about the russo group, drop us a line, we would love to hear from you. 116 e. congress St., downtown Lafayette, La 70501 | 337.769.1530 | f 337.769.1531 www.therussogroup.com | www.razorbrandingblog.com | jaci@therussogroup.com 15 < Back | Home | next >
  • ebook Ser ies: Volume 28 the promise behind the brand. Brandin g for a c auSe Branding for a cause ©The Russo Group, 2010. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. 16 < Back | Home | next >