Developing and building a great nonprofit brand


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by Dave Shaw and Jenna Oltersdorf

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  • Level setting. Ask audience to call out great nonprofit national brands. And then ask them to explain why they said the ones they did.
  • When you think about audience interaction with a brand, this is what it looks like
  • Developing and building a great nonprofit brand

    1. 1. Developing andBuilding a GreatNonprofit Brand
    2. 2. Introductions Dave Shaw Jenna Oltersdorf Arsenal Advertising + PR Snackbox PR and Design 512-499-8009 773-715-0879 @TheRealDaveShaw @JennaSnacks @ArsenalAgency @NomNomist
    3. 3. Agenda•  The case for branding•  What makes a strong brand•  Elements of a brand•  Assessing your brand•  Expressing your brand
    4. 4. Why should nonprofits care about branding?•  Branding is not just for profit•  You have a brand, choose to manage it: o  Mission drives the brand o  Stakeholders have expectations of the brand o  Strategies can strengthen the brand o  Employees, board and volunteers deliver on the brand o  Materials express the brand•  A strong brand drives internal alignment•  A strong brand builds external trust and credibility There is a practical approach to branding nonprofits
    5. 5. What are some great nonprofit brands? And what makes them great?
    6. 6. 2012 Harris Poll EquiTrend® Rankings forNonprofit Brands Animal Welfare Youth Environmental Health Social Services Disability
    7. 7. Great Brands…•  Clear sense of who they are•  Are disciplined and focused•  Tell good stories•  Internally and externally aligned•  Stakeholders have tools, room to deliver•  Consistently meet or exceed expectations
    8. 8. Defining BrandA brand is the set of expectations, memories, stories andrelationships that, taken together, account for a consumer’sdecision to choose one product or service over another. - Seth Godin
    9. 9. Everything Communicates the Brand1.  Core Purpose Why you exist2.  Programs and Services Support the core purpose3.  Staff, Board, Volunteers Deliver the experience4.  Online Presence Website, social media – look and voice5.  Physical Space Physical representation of the brand6.  Name, Logo, Collateral, Look and Feel Creative expression of the brand
    10. 10. Levels ofAudience InteractionWith a Brand Engagement: Action and loyalty. What will they do? Resonance: How do we Alignment of values. make them feel? Emotional connection. Relevance: Do they need us? Can they live without us? Rational connection. Perception: What do they know, what do they Understanding. think about us? Awareness: Have they heard of us? Baseline.
    11. 11. Understand Your Brand1.  Purpose and message2.  Audiences and stakeholders3.  Programs and offerings4.  Service and communication5.  Look and feel
    12. 12. Performing a Brand Audit1. Interviews and focus groups tell you what and whyEmployees Board members Donors Volunteers2. Surveys tell you how much and how many Donors Partners Clients Members3. Review materials for the three “Cs”: Clarity Creativity Consistency
    13. 13. Expressing a Nonprofit Brand1.  Core purpose2.  Name, logo and brand guidelines3.  Message platform4.  Images and stories5.  Audience experience6.  Training for staff, board, volunteers
    14. 14. Message Platform•  Elevator pitch o  One or two sentences in length o  40,000 foot view of who you are and why you’re here•  Build key messages from elevator pitch o  Limit key messages to no more than five o  Present messages in bullet list form o  Messages support elevator speech o  Each message must be concise and to the point•  Ensure all stakeholders internalize key messages
    15. 15. Protecting Your Brand•  Establish brand look and feel•  Library of approved, royalty-free stock images•  Copyrights and trademarks•  URLs, in all their variations
    16. 16. Common branding mistakes•  Four-color logos•  Logo is my brand•  Mission is my brand•  Not training the front line•  Mission creep•  Inconsistent experiences•  Employees, volunteers, board members not empowered to deliver on the brand
    17. 17. Do’s of a Strong Brand•  Promises made and kept... over time•  Consistency in messaging, visuals•  Experiences that delight audiences•  Clear sense of what the brand stands for•  Staff, board members know how to deliver on the brand•  Not just a logo or a tagline
    18. 18. Dave Shaw Jenna OltersdorfArsenal Advertising + PR Snackbox PR and Design 512-499-8009 773-715-0879 @TheRealDaveShaw @JennaSnacks @ArsenalAgency @NomNomist Thank You