Branding and Marketing

What is your brand?  Image  Public Perception  Aligned with overall MISSION  Plans, people, products, services

Branding is  Figuring out who we are and whom we serve  Deciding who we want to be  Determining what unique assets we possess that communicate who we are  Planning how to communicate a consistent message

Steps  Define your brand  Determine the goal for your brand  Create the overall plan for creating the brand  Use the brand throughout the organization “Branding for Nonprofits”, 2006

Branding Criteria  How should others describe the organization?  How will we know when we are successful?  How will we know when the description by others aligns with our mission statement?  What will our success mean to the organization?  How will we use our time and what is the desired completion date?

Examples NNike PPampers AApple PPUPS MMoMA

Things to consider….  Name and acronym  Design   Consistency