The document is a presentation for the National Officeholders Development Conference on branding. It discusses defining an organization's brand, communicating the brand's purpose or "why" it exists, and examples of how different organizations communicate their brands and causes. The presentation is delivered by Eddy Helm and Jade Tang and focuses on understanding an organization's mission in order to guide branding and communications.

1. WHY?
Eddy Helm + Jade Tang
Prepared with care for
National Officeholders Development Conference
5 May 2012

2. Who’s in the room?
Eddy Helm
Planner, Believer, Doer.
Jade Tang
Designer, Dreamer, Doer.
Prepared with care for National Officeholders Development Conference | 5 May 2012 Eddy Helm + Jade Tang

3. Presentation overview:
• What is Brand?
• Knowing why?
• Communicating your Brand
• Brand examples
Prepared with care for National Officeholders Development Conference | 5 May 201 Eddy Helm + Jade Tang

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17. CreativeMornings
Introduction to case-study exemplar
Prepared with care for National Officeholders Development Conference | 5 May 201 Eddy Helm + Jade Tang

18. What is brand?
Not just a logo
Prepared with care for National Officeholders Development Conference | 5 May 201 Eddy Helm + Jade Tang

19. What is brand?
Audience/Community
Prepared with care for National Officeholders Development Conference | 5 May 201 Eddy Helm + Jade Tang

20. What is brand?
Culture
Prepared with care for National Officeholders Development Conference | 5 May 201 Eddy Helm + Jade Tang

21. What is brand?
Tone of voice
Prepared with care for National Officeholders Development Conference | 5 May 201 Eddy Helm + Jade Tang

22. What is brand?
Visual language
Prepared with care for National Officeholders Development Conference | 5 May 201 Eddy Helm + Jade Tang

23. Why?
“People don’t
buy what you do, they
buy why you do it”
Simon Sinek
Prepared with care for National Officeholders Development Conference | 5 May 201 Eddy Helm + Jade Tang

24. Communicating your brand:
to your Community
Prepared with care for National Officeholders Development Conference | 5 May 201 Eddy Helm + Jade Tang

25. Communicating your brand:
via Social Media
Prepared with care for National Officeholders Development Conference | 5 May 201 Eddy Helm + Jade Tang

26. Communicating your brand:
via Facebook
Prepared with care for National Officeholders Development Conference | 5 May 201 Eddy Helm + Jade Tang

27. Communicating your brand:
via Twitter
Prepared with care for National Officeholders Development Conference | 5 May 201 Eddy Helm + Jade Tang

28. Communicating your brand:
via Eventbrite (event registrations)
Prepared with care for National Officeholders Development Conference | 5 May 201 Eddy Helm + Jade Tang

29. Communicating your brand:
via Tumblr (blog)
Prepared with care for National Officeholders Development Conference | 5 May 201 Eddy Helm + Jade Tang

30. Communicating your brand:
via Vimeo (videos)
Prepared with care for National Officeholders Development Conference | 5 May 201 Eddy Helm + Jade Tang

31. Communicating your brand:
via Flickr (photos)
Prepared with care for National Officeholders Development Conference | 5 May 201 Eddy Helm + Jade Tang

32. Communicating your brand:
via Mailchimp (e-newsletter)
Prepared with care for National Officeholders Development Conference | 5 May 201 Eddy Helm + Jade Tang

33. Communicating your brand:
via your Website
Prepared with care for National Officeholders Development Conference | 5 May 201 Eddy Helm + Jade Tang

34. Why?
Tina Roth Eisenberg
Founder
Prepared with care for National Officeholders Development Conference | 5 May 201 Eddy Helm + Jade Tang

35. WHY = YOUR CAUSE
Prepared with care for National Officeholders Development Conference | 5 May 201 Eddy Helm + Jade Tang

36. Dove
Cause:
To make women feel
beautiful everyday
Prepared with care for National Officeholders Development Conference | 5 May 201 Eddy Helm + Jade Tang

37. Apple
Cause:
Providing tools for
creative minds
Prepared with care for National Officeholders Development Conference | 5 May 201 Eddy Helm + Jade Tang

38. Lynx
Cause:
To give guys the edge in
the dating game
Prepared with care for National Officeholders Development Conference | 5 May 201 Eddy Helm + Jade Tang

39. Australian Foundation for the
Blind
Cause:
To show support to
people who are blind
Prepared with care for National Officeholders Development Conference | 5 May 201 Eddy Helm + Jade Tang

40. “ What am I doing to make the
boat go faster? ”
– The ‘go to’ question
Prepared with care for National Officeholders Development Conference | 5 May 201 Eddy Helm + Jade Tang

41. Remember:
- Clearly understand WHY you exist.
- Make sure everything you do advances your cause
Prepared with care for National Officeholders Development Conference | 5 May 201 Eddy Helm + Jade Tang

42. THANK YOU
National Officeholders
Development Conference
Prepared with care
eddy@curative.co.nz
jade@curative.co.nz
Prepared with care for National Officeholders Development Conference | 5 May 201 Eddy Helm + Jade Tang