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Branding Secrets for Non Profits 2011
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Branding Secrets for Non Profits 2011

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Your brand isn't a logo, color scheme, tag line or PR campaign. Your brand is what your publics/stakeholders/constituents perceive it to be. This presentation reveals secrets to help non-profits in …

Your brand isn't a logo, color scheme, tag line or PR campaign. Your brand is what your publics/stakeholders/constituents perceive it to be. This presentation reveals secrets to help non-profits in their branding process.

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  • 1. Branding Secrets for Non-Profits Ron Gossen, APR, PMP [email_address]
  • 2. Is a brand…
    • A logo?
    • A jingle?
    • A tagline?
    • A product?
    • A positioning?
    • None of the above?
  • 3. The answer is…
    • 6. None of the above.
    • Logo, jingle, tagline, products and positioning are “how the brand is represented” NOT the brand.
  • 4. A brand is…
    • … all the promises and perceptions that the organization wants its constituents to feel about the organization and what it does.
    • It’s identifying sustainable competitive advantage, and creating and managing a reputation to enable it.
  • 5. Why brand? Because you need people to do “something.”
    • Volunteer
    • Help manage
    • Contribute
    • Be served - outreach
    • Support – talk about, write about.
  • 6. Persuasive Model COGNITIVE Cognitive – know who you are, knowledge.
  • 7. Persuasive Model COGNITIVE No. Too limited
  • 8. Persuasive Model COGNITIVE AFFECTIVE Affective – Feelings and attitudes.
  • 9. Persuasive Model COGNITIVE AFFECTIVE Better. But still too limited.
  • 10. Persuasive Model COGNITIVE AFFECTIVE CONATIVE Conative – behavior: volunteer, contribute, support.
  • 11. “The 4 Secrets of Branding”
    • 1. “You’re branded.”
    • 2. “Find the sweet spot.”
    • 3. “Make moonshine.”
    • 4. “The ‘anytime, anywhere, anyhow’ imperative.”
  • 12. BRANDING – your competitive advantage!
    • Brand identity – your culture.
    • Brand meaning – drawn from your constituencies and the environment
  • 13. BRANDING SECRET #1: You’re branded. Every organization is branded. Like it or not!
    • The question is not whether “to brand” or “not to brand.”
    • If you don’t manage your brand, your competition or circumstances will manage it for you!
  • 14. Strong Brand Criteria
    • LEGITIMACY. A promise that you can deliver.
    • DISTINCTIVENESS. Cut through the clutter.
    • RELEVANCY. Meaningful to your key audiences – don’t speak to yourself!
    • CONSISTENCY. Live up to your brand, anytime, anywhere and anyhow.
  • 15. Brand essence model Your Strengths Constituents’ Needs Competitions’ Weaknesses
  • 16. BRANDING SECRET #2: Find the “sweet spot.”
    • It’s a strength of your organization.
    • It’s a want or need of your constituencies.
    • It’s something that your competition can’t offer.
  • 17. Brand essence model Your Strengths Constituents Needs Competitions’ Weaknesses SECRET #2
  • 18. SWOT yourself, hard!
    • Strengths & Weaknesses (internal)
    • Opportunities & Threats (external)
  • 19. Discover and uncover
    • Study your “competition.” SWOT them by reviewing secondary sources and interviewing their constituents with focus groups, executive interviews or objective research.
    • Study your constituents with focus groups, executive interviews or objective research.
  • 20. BRANDING SECRET #3: Make moonshine (distill yourself).
    • C – B – V – P – E
    • Define your c haracteristics.
    • Isolate the constituents’ b enefits.
    • Determine your v alues.
    • P ersonify yourself.
    • Distill from this your brand “ e ssence.”
  • 21. Find the “sweet spot.” Your Strengths Constituents Needs Competitions’ Weaknesses Sweet spot
  • 22. Branding Secret #4: The “anytime, anywhere, anyhow” imperative.
    • Live the brand essence. Act on it “anytime, anywhere, anyhow.”
    • Compare all strategic decisions to the brand essence, i.e.,”does this create well-being and productivity and contribute to meaningful lives?” It’s a change-agent.
    • Apply an advertising version (unique selling proposition) to everything.
  • 23. Branding Process Deliverables
    • Identification of sustainable organizational competitive advantage.
    • Targeted constituents, publics and stakeholders WITH individualized message parameters.
    • Strategic, objective-oriented, communications plan: internal communications, donor relations, program outreach, recipient communications, media relations, other stakeholder communications.
  • 24. Branding Process Results
    • Organizational focus, direction and renewed purpose.
    • Board/trustee productivity and unity.
    • Targeted messaging for development.
    • Facilitated volunteer & staff recruitment.
    • Employee satisfaction, longevity, reduced turn-over and reduced training costs.
    • Efficient program delivery.
    • And others…
  • 25. “ Questions to answers. Answers to results.” StratComm Strategic Communications Group [email_address] Ron Gossen, M.B.A., A.P.R.