1. How to Build A Strong Brand for Your Nonprofit

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

3. A Cup of Coffee? Creative Commons by srslyguys

4. Or Dunkin Donuts Coffee?
Creative Commons by chrissy polcino
Photo by chrissy polcino, Creative Commons

5. Or Starbucks? Photo by picsishouldshare, Creative Commons
Photo by picsishouldshare, Creative Commons

6. 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

7. 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.

8. 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

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

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

11. 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

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

13. 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?