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Branding Secrets For Non Profits 2011


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The brand is not a logo, design package, advertising tag line or public relations campaign, rather it is the perception which your constituents hold of you. This presentation provides informative suggestions as to how non-profits can successfully establish and maintain their brand.

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Branding Secrets For Non Profits 2011

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