Community Awareness Through Branding Presented by Kim Carpenter Drake Vice President Center for Nonprofit Management June, 2013

Why does a BRAND matter?

Three Keys to Unlock the Value of Your Brand Branding Basics Tips and Techniques Brand Loyalty and the “Power of the People”

BRANDING BASICS PART ONE:

The American Marketing Association defines a brand as: “A name, term, sign, symbol or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to DIFFERENTIATE them from those of others.”

Why does brand matter? Trust Value History

Respect Reputation Social Value Prestige

A Successful Brand Will: Deliver your message clearly Make your organization unique and memorable Connect emotionally with your target audiences Motivate and encourage these connections Extend loyalty over time

Extend loyalty? Connect emotionally?

Imagine you are on vacation…

What if your organization made people feel this way?

TIPS AND TECHNIQUES Part Two:

We aren’t Coca-Cola! It sounds easy to build the value of a multi-million dollar brand but what about us?

Even a small budget can yield big rewards Be everywhere Create consistency Leverage assets Sneeze often

Everything You Do and Say Mailings Events Publicity Brochures Meetings Social Media Proposals Web Sites

Create Consistency Business cards and stationery Internet presence Voice mail system address and protocols Brochures and annual report Solicitations

Drake County Public Library Drake County Imagination Library Program October, 2009 Dear Mrs. Bell, Please join us in bringing the joys of reading to the young children in Drake County. XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX XXXXXXXXXXXXXXX XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX XXXXXXXXXXXXXXXXXXXXXXXXXX Best regards, Kim Drake President, Drake Public Library In partnership with the Governor’s Books from Birth Foundation and Dolly Parton’s Imagination Library My Board list of really important people…

Your brand must be integral to everything you do. Think of it as the package in which you protect and deliver your products, services, people and programs.

Exercise #1: How can we improve the use of our brands? 1. Who are your target audiences? 2. How do you reach them? 3. What do you want them to know about you? 4. Who else is competing for their loyalty and attention?

ASSET OR OBSTACLE? Name and Fame

The Value of Celebrity and a High Profile Visibility Credibility Viability

Exercise #2: Think of THREE celebrity endorsements or spokespersons.  What product or nonprofit do they represent?  How do they add power to their brand?  Why does the relationship work?  Why?

A few of my favorites…

MANAGING THE BRAND ASSET Part Three:

Your Brand As an Asset “The New Global Brands” says: “For many nonprofits organizations… their brand is the most important asset they have… Businesses are also increasingly searching for opportunities to form partnerships and co-branding programs with high-profile nonprofits. If nonprofits are unaware of the value of their brand, they run the risk of not extracting the full value from these partnerships”

Logo & Brand Guidelines from our Friends at the Dollywood Foundation The Dollywood Foundation requests the following:  Use of the DPIL logo  Explicit permission to use Dolly’s image  The use of the full name for the program “Dolly Parton’s Imagination Library” They also provide a variety of promotional materials for partners to use – so be sure you are taking advantage of this generous offer!

Pitfalls to Avoid

Perception Branding by Modern8 “Brands should be thought of as a set of values implied by the products, services and experiences – not by the symbol. The symbol [logo] is just the visual manifestation of the brand. The logo is the “visualization of the emotional reality”

THE GREATEST VALUE OF BRANDS: LOYALTY PART FOUR:

Experts on Loyalty There are many different authors who have talked about this key component and the great satisfaction of brand development and loyalty  Seth Godin  Malcolm Gladwell – the Tipping Point  McConnell – Creating Customer Evangelists

What makes someone a “customer” evangelist? They participate and believe They are loyal and passionate They “purchase” your products as gifts for others They forgive occasional dips in quality They are not bought – they share their passion freely They feel a part of something bigger than themselves

Why Evangelism Works The volunteer “salesperson” is trusted The advice is coming from an independent source The message is usually genuine The value is personalized to the recipient The referrer explains the value until it is fully understood by the recipient

Conclusions We discussed some of the best known brands in the marketplace and why brand matters We looked at ways in which celebrity and high profile branding value can benefit your organization We took this one step further and looked at the role of the customer evangelist

Questions? Comments? Thank you! You can reach me at