Deanna Troust Presentation - PCDC 5.13.10

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Presentation given by Deanna Troust at the PCDC Workshop on Nonprofit Branding held on May 13, 2010 at Vanguard Communications.

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  • A brand is a combination of attributes, communicated through a name or symbol, that influences a thought process in the mind of an audience and creates value. Two common misconceptions by nonprofits and moreso, by the government sector: 1. Branding is selling out to commercialism; implies a level of funding we don’t have 2. Branding is just the logo/colors/ Top 5 nonprofit brands: YMCA Salvation Army American Red Cross United Way Goodwill Industries, Inc.
  • Branding is the foundation of marketing Social marketing is applying commercial marketing principles to addressing a social issue – changing behavior, raising awareness, etc. Therefore -- you could say that branding is the foundation of social marketing as well. Process is based on same key principle as social marketing – know your audience. In a branding context, you can add the following: Help them to get to know you.
  • EnergyStar Attributes: Quality, efficiency, well-researched Benefits: Money well spent, Values: Stewardship for the environment Culture: Expanding but still selective Personality: official, savvy User: Values the environment, is thoughtful and responsible
  • Everyone with a strong relationship to the organization should be trained as a “brand ambassador”
  • Deanna Troust Presentation - PCDC 5.13.10

    1. 1. Branding for Nonprofits Progressive Communicators of Washington DC May 13, 2010
    2. 2. Top nonprofit brands
    3. 5. A brand is a combination of attributes, communicated through a name or symbol, that influences a thought process in the mind of an audience and creates value.
    4. 6. Source: Marketing Management, Philip Kotler A Brand is a Promise Brand Promise Delivery on the Brand Promise Brand
    5. 8. <ul><li>Branding and social marketing: what is the relationship? </li></ul>
    6. 9. Six Levels of Meaning <ul><li>Attributes </li></ul><ul><li>Benefits </li></ul><ul><li>Values </li></ul><ul><li>Culture </li></ul><ul><li>Personality </li></ul><ul><li>User </li></ul>
    7. 10. Branding is about internal communication as much as external communication.
    8. 11. Deanna Troust Vice President, Creative Services Vanguard Communications [email_address]

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