BENDER
BRIAN
ANDY
“You see us as you want to see us —
in the simplest terms, and the most convenient definitions.”
— Brian...
WHAT IS
A BRAND?
… a logo and tagline
… a mere identifier
… a marketing or advertising approach
A BRAND is not …
. . . a psychological construct held in the minds of all those
aware of the branded product, person, organization, or
move...
EFFECTIVE BRANDS are memorable, communicate
meaning, spark emotion, and inspire action.
BRAND
Source: Marketing Management, Philip Kotler
A BRAND is a promise
BRAND
PROMISE
DELIVERY
ON THE
BRAND
PROMISE
SAMPLE BRAND PROMISES
―Ladies and gentlemen serving
ladies and gentlemen.‖
―Provide access to the world’s
information in o...
• Branding plays a special role for nonprofits — it
has the unique potential to create organizational
cohesion and to buil...
BRANDING
is about internal communication
as much as external communication.
• Defining what your brand is also defines what it is not
• Giving staff boundaries promotes creativity and innovation
INT...
The Leukemia & Lymphoma Society (LLS)
Multiple Campaigns – One Brand
• The Someday Is Today campaign was created
to unite all of LLS’s events and messages
under one unifying platform.
• The c...
Creating a Message Map
• A message map will provide consistency in messaging across platforms
and campaigns.
• Start with ...
Public Health Branding Theory and Practice
Body Bags
Public Health Branding Theory and Practice
Examples of Brand Relationships
Brands seek to build emotional relationships wi...
Public Health Branding Theory and Practice
Bedsider Social Game - Egona
Egona is a single cell striving to find
the right ...
Creating a Brand You Can't Live Without
Creating a Brand You Can't Live Without
Creating a Brand You Can't Live Without
Creating a Brand You Can't Live Without
Creating a Brand You Can't Live Without
Creating a Brand You Can't Live Without
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Creating a Brand You Can't Live Without

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PowerPoint slides to support the Progressive Communicators of Washington, DC workshop on branding for social change held August 7, 2013.

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  • As we’ve heard, the breakfast club is all about people exploring and sharing their personal brands, right? How many have seen it? People may seem one-dimensional – but are really much more. Same with brands. More than a mere logo. Today we’re going to explore branding in the not-for-profit world – where it often is pooh poohed or viewed with skeptcism – only for those with big bank accounts.In fact – branding plays a special role there, which you’ll soon see.
  • But first let’s make sure that we’re all on the same page re. what branding really is – as it’s a discipline with tons of jargon and even more experts.
  • Let’s start by talking about what it’s not.
  • The Stanford Social Innovation Review defines a brand as … Wow, that’s a mouthful.
  • In simpler terms, we know that effective brands are…
  • We say a brand is a promise. It’s a promise an organization makes to its constituents. And you deliver on that promise in how you communicate, both internally and externally, and you deliver on that promise consistently via programs and ervices. Just like in real life, among friends, organizations that deliver on their promises are more successful than those that break them.
  • Some of the best brand promises are only six to nine words…
  • I want to share with you some important information that researcher’s at Harvard’s Hauser Center for Nonprofit organizations discovered during an 18-month research project.
  • Now that you know a little more about what branding is and how important internal branding is to an organization, I’m going to talk a little a bit about where branding fits in to an org’s communications processes and how it can help fix many issues an org may be facing. Orgs embark on a branding exercise for different reasons…So, where do you start?
  • Creating a Brand You Can't Live Without

    1. 1. BENDER BRIAN ANDY “You see us as you want to see us — in the simplest terms, and the most convenient definitions.” — Brian Johnson, ―The Breakfast Club,‖ 1985 ALLISON CLAIRE
    2. 2. WHAT IS A BRAND?
    3. 3. … a logo and tagline … a mere identifier … a marketing or advertising approach A BRAND is not …
    4. 4. . . . a psychological construct held in the minds of all those aware of the branded product, person, organization, or movement. A BRAND is … Source: Stanford Social Innovation Review
    5. 5. EFFECTIVE BRANDS are memorable, communicate meaning, spark emotion, and inspire action.
    6. 6. BRAND Source: Marketing Management, Philip Kotler A BRAND is a promise BRAND PROMISE DELIVERY ON THE BRAND PROMISE
    7. 7. SAMPLE BRAND PROMISES ―Ladies and gentlemen serving ladies and gentlemen.‖ ―Provide access to the world’s information in one click‖
    8. 8. • Branding plays a special role for nonprofits — it has the unique potential to create organizational cohesion and to build capacity. • When a brand is positioned consistently, staff — who are already proud of what they do — rally around it. This builds trust in the organization and can even increase its social impact.
    9. 9. BRANDING is about internal communication as much as external communication.
    10. 10. • Defining what your brand is also defines what it is not • Giving staff boundaries promotes creativity and innovation INTERNAL BRANDING: a passport to creativity Source: Design Management Review, 2005
    11. 11. The Leukemia & Lymphoma Society (LLS) Multiple Campaigns – One Brand
    12. 12. • The Someday Is Today campaign was created to unite all of LLS’s events and messages under one unifying platform. • The campaign includes print, television, radio, and social media elements. • Messaging has been integrated into everything we do as an organization.
    13. 13. Creating a Message Map • A message map will provide consistency in messaging across platforms and campaigns. • Start with core messages. Keep them to a few concise ideas that are a true representation of your mission and goals. – Ex: The Leukemia & Lymphoma Society exists to find cures and ensure access to treatments for blood cancer patients. We are saving lives not someday, but today. • Questions to address – What makes you unique? – Who are your key stakeholders? – How do your messages apply to each audience?
    14. 14. Public Health Branding Theory and Practice Body Bags
    15. 15. Public Health Branding Theory and Practice Examples of Brand Relationships Brands seek to build emotional relationships with consumers, to build identification with core values Social media provide new ways to build relationships Examples: • http://twitter.com/#!/Bedsider • http://www.cdc.gov/socialmedia/ • http://twitter.com/#!/CocaCola Coke was named 2011 brand of the year by Adage for their social media branding What are they doing right? BUILDING CONSUMER ENGAGEMENT
    16. 16. Public Health Branding Theory and Practice Bedsider Social Game - Egona Egona is a single cell striving to find the right match at the right time. Unfortunately, her world is swarming with Mato matches that just don’t offer what Egona is looking for. It’s up to the player and Egona’s Symbiote friends to help her get through wave after wave of Matos, building up her resources along the way, until she can find the right match at the optimal time to get the highest score for that level.

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