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Tyler Lewis Presentation - PCDC 5.13.10
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Tyler Lewis Presentation - PCDC 5.13.10

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Presentation given by Tyler Lewis at the PCDC Workshop on Nonprofit Branding held on May 13, 2010 at Vanguard Communications.

Presentation given by Tyler Lewis at the PCDC Workshop on Nonprofit Branding held on May 13, 2010 at Vanguard Communications.

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Transcript

  • 1. Goals
    • Create a consistent public image.
    • 2. Ensure that our organization resonates “beyond the beltway”.
    • 3. Honor our history, but reflect our future.
    • 4. Greater alignment with the work we do.
  • Process
    • Strategic Planning
    • 5. Market research
    • 6. 35 in-depth interviews (funders, Leadership Conference member orgs, media, federal government, and academics)
    • 7. 5 units on an omnibus survey
    • 8. Brand Assessment
    • 9. Coalition meeting – 70 members of the coalition and other affiliated groups
    • 10. Brand Development
  • Before and After
    • Inconsistent look and feel
    • 11. Multiple logo iterations
  • Before and After
    • Specific design guidelines
    • 12. Consistent brand image in print and online
    • 13. One logo with a clear point of view
  • Reaction
    • Unanimously approved by our National Board
    • 14. Expanding opportunities in fundraising
    • 15. “Human Rights” really resonates for a lot of people
  • Tips
    • Assume that it will take longer than you plan
    • 16. Cross-departmental/board input and participation is key
    • 17. Research, research, research!
    • 18. Be honest – your brand should reflect your work and vice versa
    • 19. Always keep in mind that your brand is only as strong as the support you give it