How to Build A Strong Brand for Your Nonprofit

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Presentation transcript:

How to Build A Strong Brand for Your Nonprofit

Agenda What is branding? Create a brand blueprint Implementation Build your story Identify your niche Shape your image Implementation

A Cup of Coffee? Creative Commons by srslyguys http://www.flickr.com/photos/srslyguys/1077817244/

Or Dunkin Donuts Coffee? Creative Commons by chrissy polcino http://www.flickr.com/photos/pudstah/456645982/sizes/m/in/photostream/ Photo by chrissy polcino, Creative Commons

Or Starbucks? Photo by picsishouldshare, Creative Commons http://www.flickr.com/photos/60614544@N02/5761480139/sizes/m/in/photostream/ Photo by picsishouldshare, Creative Commons

IMAGE (How You’re Perceived) What is a brand? IDENTITY (Who You Really Are) IMAGE (How You’re Perceived) BRAND Your identity consists of the functional attributes of your brand – who you are, what you do, how you do it – that satisfy their needs and physical desires Your image consists of the emotional attributes of your brand – the associations and feelings that come to mind when people encounter you in person, in writing, or online – that satisfy their intangible desires and appeal to their values and beliefs

A Strong Brand Is: CLEAR COMPELLING CONSISTENT People “get” you in a glance COMPELLING Provides reasons to choose you over others CONSISTENT Fulfills expectations every time Whether you call it a brand or not, people will form their own perceptions of your farm, so you might as well try to help them develop an accurate, positive perception.

Building Your Brand • Customers - Lifestyle, Behaviors COMPELLING • Customers - Lifestyle, Behaviors - Needs, Motivations • Benefits/proof • Peers/Competition - Similarities, Differences • Value proposition • Positioning Statement CONSISTENT COMPELLING CLEAR CONSISTENT • Brand personality • Brand story • Logo • Descriptor • Tagline • Key messages • Website • Social Media • Advertisements • Signage • Customer Service • Partnerships CLEAR • Mission/Purpose • Values/Beliefs • History • Products/Services • Approach

Create a Brand Blueprint Build your story Identify your niche Shape your image

Build Your Story Who you are What you do How you do it Why?

Identify Your Niche State how you solved problem/need Value Proposition Identify customer problem/ need Satisfy customer problem/need State how you solved problem/need Define Your Identity Identify Perceptions Close the Gap

Position Your Organization ABC is the best organization to help XYZ succeed because… Photo by emilio labrador, Creative Commons

Shape Your Image Create positive perceptions through clear, consistent, and compelling Language Images Behavior Actions What do your audiences want and expect from you? Are you delivering it?