1. The Brand Idea: The Secret to Managing Your Values-Based Brand April 9, 2015

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4. April 9, 2015 The Brand Idea: The Secret to Managing Your Values-Based Brand

5. Presenters 5 Becky Wiegand Webinar Program Manager TechSoup Global Assisting with chat: Ale Bezdikian, TechSoup Global Nathalie Laidler-Kylander and Julia Shepard Stenzel Author and LecturerAuthor and Consultant Harvard’s Kennedy SchoolNonprofits

6. Where Are You? We Are Here

7. Agenda Introduction to TechSoup Background and research What is a brand? Role of brand in nonprofit organizations Paradigm shift Brand IDEA framework Integrity Democracy Affinity Implementing the Brand IDEA Q&A

8. About TechSoup Global We are a global network of 63 partner NGOs that provide the best technology resources to over a half-million organizations in 121 countries. DateFooter8 We connect organizations and people with the resources, support, and technology they need to change the world. Learn more from our 2014 Year in Review.2014 Year in Review

9. 9 We are working toward a time when every social benefit organization on the planet has the technology, resources, and knowledge it needs to operate at its full potential. 121 countries served 63 partner NGOs 41 Net2 local groups 615k NGOs reached Our Reach

10. Our Impact 10 Together, we build a stronger, more resilient civil society. $4.8B in technology products and grants employed by NGOs for the greater good 35 languages used to provide education and support 100+ corporate and foundation partners connected with the causes and communities they care about 5.9M annual visits to our websites 600,000 newsletter subscribers empowered with actionable knowledge 79% of NGOs have improved organizational efficiency with TechSoup Global's resource offering* *Source: = survey conducted among TechSoup members in 2013.

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12. TechSoup April 9, 2015 Nathalie Laidler-Kylander Julia Shepard Stenzel www.nonprofitbrandidea.com Nathalie Laidler-Kylander - 2015 www.nonprofitbrandidea.com

13. Agenda  Background and research  What is a brand?  Role of brand in nonprofit organizations  Paradigm shift  Brand IDEA framework – Integrity – Democracy – Affinity  Implementing the Brand IDEA Nathalie Laidler-Kylander - 2015

14. The journey behind the research…  Researching and working with nonprofit brands for more than a decade… – Started with HBS professor John Quelch looking at why nonprofit brands had the highest trust based on Edelman PR report – Researched drivers of brand equity in int’l NGOs as my doctoral thesis – Joined Hauser Institute at Harvard to work on research project funded by Rockefeller Foundation looking at role of brand in nonprofit sector – Co-authored SSIR article with Chris Stone. – Currently teach Management, Leadership and Decision making at HKS as well as Strategic Management of Nonprofit Organizations Nathalie Laidler-Kylander - 2015

15. Research Parameters  Interviews with over 100 individuals in 70+ organizations – Nonprofit executives, communication directors, consultants, academics and donors – Spectrum of organizations across sub-sectors, at different points in their life-cycle and from different countries  Deepened our understanding of the concepts outlined in the 2012 SSIR article on the Role of Brand in the Nonprofit Sector – Changed how we explained the IDEA framework – Clarified the relevance and applicability to all organizations – Guidelines and roadmaps Nathalie Laidler-Kylander - 2015

16. What is a BRAND?  How would you define “brand”? Chat in the window! Nathalie Laidler-Kylander - 2015

17. What is a BRAND?  “A name, term, design, symbol or any other feature that identifies one (organization’s) goods or services as distinct from others.”(AMA)  Intangible Asset  A promise to deliver a specific set of features, benefits and services (Philip Kotler)  A psychological construct held in the minds of brand audiences (perceptions)  Soul or Essence  Answers the question: “Who, what and why?” Nathalie Laidler-Kylander - 2015

18. What is a BRAND?  Brand identity = internal definition – Aspirational – Who we are, what we do and why it matters… – Anchored in mission and values  Brand image = external perception – How do reputation and brand image relate? – Positioning and differentiation Everyone and everything has a brand ! Nathalie Laidler-Kylander - 2015

19. What Role Does a Brand Play ?  What role does a brand play? Chat in the window! Nathalie Laidler-Kylander - 2015

20. What Role Does a Brand Play ? Nathalie Laidler-Kylander - 2015 For both for-profits and nonprofits Simplifies decision making (shortcut) Communicates and elicits responses / emotions Creates trust and loyalty Helps in the acquisition of resources – Financial, human, partnerships For nonprofits Embodiment and articulation of the mission Drives organizational cohesion Positions for clarity and collaboration

21. The Role of Brand Cycle Nathalie Laidler-Kylander - 2015 MISSION AND VALUES ORGANIZATIONAL STRATEGY ROLE OF BRAND CYCLE IDENTITYIMAGE COHESIONTRUSTCAPACITYIMPACT

22.  Brand reflects and serves the organization’s mission, values, and strategy  Brand plays key internal and external roles  Clear brands build cohesion internally and trust externally  Cohesive, highly trusted brands result in greater capacity and impact Brand Cycle Nathalie Laidler-Kylander - 2015

23. The Brand Paradigm Shift OLDNEW DefinitionA logoStrategic Asset that embodies the mission and values GoalFundraising and PRMission Impact PositioningCompetitive advantageClarity and effective partnerships CommunicationsOne-way projection of a specific image Participative Engagement AudiencesDonorsInternal and external stakeholders Organizational homeMarketing and communications Executive team / board and all brand ambassadors RequirementsMoney and expertiseA brand management mindset Nathalie Laidler-Kylander - 2015

24.  Integrity – Aligning brand with mission and values, and aligning identity and image  Democracy – Engaging stakeholders in articulating and communicating the brand; building brand ambassadors – Providing guidance rather than strict controls  Affinity – Using brand to attract and add value to partnerships in service of shared goals Brand IDEA Framework Nathalie Laidler-Kylander - 2015

25.  Social media – Dialogue and engagement – “You would be crazy to try to control your brand”  Partnerships – Of all kinds are proliferating – Growing realization that one cannot achieve social goals alone... Drivers of Brand IDEA Nathalie Laidler-Kylander - 2015

26.  Know who you are, what you do, and why it matters – Also know who you are not  Brand is aligned with mission, values and strategy; internal identity and external image are aligned – Connected to strategic planning process – Rebrand if confusion, or when perception and organizational reality are misaligned Brand Integrity Nathalie Laidler-Kylander - 2015

27.  Process of participative engagement – Builds on internal branding – Achieve brand Integrity through brand Democracy  Empower brand ambassadors – Encourage people to share their stories – Provide templates and guidelines that can be used and adapted – Share brand assets; avoid policing the brand Brand Democracy Nathalie Laidler-Kylander - 2015

28.  Identify and attract partners to work toward shared goals – Collective impact and capacity building  Share assets freely – Open-source platforms  Share credit generously, promote partners’ brands Brand Affinity Nathalie Laidler-Kylander - 2015

29. Defining Your Brand Nathalie Laidler-Kylander - 2015 Can you succinctly define your organization’s brand? – Yes / No

30. Building Blocks of Brand Nathalie Laidler-Kylander - 2015 Clear Mission Differentiation and Positioning Step 1: Start with a clear and accurate mission Step 2: Get clarity on how you are unique from other organizations: – What would be lost if your organization didn’t exist? – Can you map the ecosystem in which you operate? Choose the two variables that are most relevant (e.g., issues addressed, types of work, focus areas, populations served)

31. Can you describe how you are unique from other organizations working in your area? – Yes / No Nathalie Laidler-Kylander - 2015

32. Building Blocks of Brand Nathalie Laidler-Kylander - 2015 Type of Work A Type of Work B Type of Work C Focus Area 1Focus Area 2 Focus Area 3Focus Area 4 Type of Work D

33. Implementing Brand Integrity IDENTITY  How would YOU define your organization’s brand identity? – Use the who, what, why to guide you  How would other internal stakeholders (Board, staff, volunteers) define brand? IMAGE  Who are you major brand audiences? List them out.  How would each of these groups define your organization’s brand? Nathalie Laidler-Kylander - 2015

34. Implementing Brand Integrity ANALYSIS  What are the differences and similarities in your definitions? ACTIONS  Summarize the common themes and the “who, what and why” of the organization  Make sure your brand is consistent in all of your communications and messages Nathalie Laidler-Kylander - 2015

35. Implementing Brand Democracy Nathalie Laidler-Kylander - 2015 ACTIONS  How can you engage your audiences more? How can you create more dialogue with brand ambassadors?  What kinds of templates or tools can you create to support your brand ambassadors?

36. 1.Don’t need consultants or experts 2.Start by changing the mindset 3.Begin with Brand Integrity and Brand Democracy 4.Involve others, use a participative process 5.Find the essence of the organization 6.Let go of control and share brand assets Final Thoughts on Implementation Nathalie Laidler-Kylander - 2015

37. Q & A Please type your questions in the chat window. Learn more and get The Brand Idea at Photo: https://www.flickr.com/photos/oberazzi/31894787356 www.nonprofitbrandidea.com

38. Learn and Share! Chat in one thing that you learned in today’s webinar that you will try to implement. Will you share this information with your colleagues and within your network? 38

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