Branding for nonprofits

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Confused about where to start or what to cover when you're rebranding? Here are some processes, considerations and methods for starting your nonprofit rebrand.

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Branding for nonprofits

  1. 1. DESIGNING POSITIVE CHANGE
  2. 2. Intro to Branding for Nonprofits
  3. 3. Agenda •  Introductions •  What do we mean when we talk about branding? •  Common issues with nonprofit branding •  The branding process •  Elements of a brand guide •  Technology roundup
  4. 4. Introductions Who’s in the room?
  5. 5. What do we mean when we say branding? Logo? Our print stuff? Color palette?
  6. 6. t’s all of it. ’s the persona you are projecting into the world. This is who we are!
  7. 7. t’s all of it. More importantly, it’s the resonance of that persona Who you think you are Who people think you are
  8. 8. t’s all of it. Big problems start to happen when there’s a big iscrepancy. Who you think you are Who people think you are
  9. 9. A few issues we see all the time
  10. 10. Nonprofit branding issues 1.  Insiderspeak 2.  Talking to everyone all at once 3.  Starting from scratch with every design piece 4.  Talking about what you do to the general public 5.  No cohesion, especially among subprograms
  11. 11. Will writing down some rules help? Yes, but maybe not.
  12. 12. he biggest brand killer is…
  13. 13. How to we overcome that NT: It’s something we’re already good at… We build consensus Through a branding PROCESS that the STAKEHOLDERS participate in TOGETHER.
  14. 14. What does the branding process onsider? 1.  Audiences 2.  Competition and market conditions 3.  The organization’s history 4.  Desired perception 5.  Visual style 6.  Positioning
  15. 15. Positioning – a good place to start name of organization) does/provides (type of service) f (main constituents) so they can (benefit) imeRed Studio provides creative services for nonprofits higher ed and socially-responsible businesses so the cut through marketing noise and promote the ideas a programs that make people’s lives better.
  16. 16. Outcome of a branding process 1.  Market and audience research & analysis 2.  New or revised design/copy direction 3.  Positioning documents: external and internal 4.  Brand guidelines
  17. 17. Brand guidelines must-haves   Intro, executive summary   Mission, vision, positioning statement   Key audiences   Messaging and tone   Logo usage guidelines   Color palettes   Trademarks, Naming
  18. 18. Brand guidelines must-haves Photography, infographic, illustration styles Typography styles Web standards and styles Subprograms and other brands Who to contact if you have questions
  19. 19. Brand guidelines nice-to-haves 1.  Organizational structure 2.  FAQs 3.  Audience / user profiles 4.  Business document templates 5.  Presentation templates
  20. 20. Things we use at LimeRed 1.  In-person workshops 2.  SurveyMonkey polls 3.  Phone interviewing 4.  Mural.ly 5.  Design software: Adobe Creative Cloud
  21. 21. THANK YOU www.limeredstudio.com
  22. 22. Did you learn something?

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