1. Brand Positioning and Key Messages: Findings Presentation
March 9, 2008
Prepared for:

2. Agenda Introductions Timeline Branding Overview Non-Profit Brand Audit
Discovery Results
Recommendations
Open Discussion
Next Steps
2/17/2019

3. Passionate Intensive embracing Change caring Strategic Just do it.
In a word…
competence
embracing
transforming
Love
Change
highly-committed
Passionate
caring
concerned
Strategic
hard-working
high-energy
growing
Vibrant
Intensive
Emerging

4. Brand Personality
Based on discovery interview findings and brand statement, Taproot created 4 brand personality options from which to choose
A brand personality serves as the tone and manner for communicating your message to all stakeholders
Brand Personality
Based on discovery interview findings and brand statement, Taproot created 4 brand personality options from which to choose.
A brand personality serves as the tone and manner for communicating your message to all stakeholders.

5. Fireman Personality Why they care Specialized services Intensive
Longer-term work
Why they care
Not like “beat cop” who deals with day-to-day problems
Approaches a problem strategically
Intensively evaluates a problem
Develops and executes plan
Personality
Specialized services
Intensive
Longer-term work
Why they care
The SWAT team member is not like the “beat cop” who deals with day-to-day problems.
The SWAT team’s mission is to approach a problem strategically. This means to understand what needs there are in the community, developed services that will meet those needs, and then execute the plan.
This is not a fast, slash-and-dash approach. It involves intensive evaluation of a problem, developing a plan, and then executing that plan over time to benefit the entire area.

6. Nurturing Mother Personality Why she cares Loving
Cares about you and wants to see you succeed
Makes you feel good about your involvement
Organizing behind the scenes
Resourceful
Congenial
Wants everyone’s experience to make them feel special
Why she cares
Her job is to make sure everyone has a good, positive experience
She believes in the mission of TBC
She likes her neighbors, and cares about their experiences
She doesn’t want people to leave
Personality
Approachable
Cares about you and wants to see you succeed
Makes you feel good about your involvement
Behind the scenes, she is busy organizing
Resourceful
Congenial; doesn’t rub anybody the wrong way
Wants everyone’s experience to make them feel special
Why she cares
Her job is to make sure everyone has a good, positive experience
She believes in the mission of TBC
She likes her neighbors, and cares about their experiences
She doesn’t want people to leave, so she wants to make the area welcoming and hospitable.

7. Good Samaritan Personality Why he cares Creative yet sensible
Plans, designs, knows where to place things
Why he cares
Wants the area around them to beautiful with solid foundations
Wants to make environment work efficiently so residents know where to go and how to get there
Personality
Creative yet sensible
Plans, designs, knows where to place things
Why he cares
Wants the area around him to beautiful with solid foundations
Wants to make environment work efficiently so residents know where to go and how to get there

8. Optional: The Bull Personality Why he cares Firebrand preacher
Activist
Opinionated and judgmental
Not afraid to offend people; doesn’t sugar-coat
Passionate
Evangelical
Won’t let you escape until you hear his point
Takes a stand for what he believes in
Why he cares
Go-getter
Deeply cares about the neighborhood
Wants to see it succeed
He doesn’t take “no” for an answer
Personality
Firebrand preacher
Activist
Opinionated and judgmental
Not afraid to offend people; doesn’t sugar-coat
Passionate
Evangelical
Won’t let you escape until you hear his point
Takes a stand for what he believes in
Why he cares
Go-getter who deeply cares about the neighborhood and wants to see it succeed
He doesn’t take “no” for an answer 8 8

9. Personality Implications
“Fireman”
“Nurturing Mother”
“Good Samaritan”
Saving lives
Sense of urgency
Whatever it takes attitude
“Bringing hope for a better tomorrow.”
Loving
Care and empathy
Nurturing
“Love is our middle name.”
Approachability
Resources
Assists and builds alongside
“Lending a hand to those in demand.”
2/17/2019

10. Key Message Targets Key Messages Internal Usage External Usage Donors

11. Next Steps Milestone Owner Date Select brand positioning TBC
Refine positioning as needed and craft key messages
Taproot
Present revised brand strategy to TBC
Present key messages
Present/train Board on brand strategy and key messages
Deliver closing, process evaluation
Taproot/TBC
2/17/2019

12. Appendix: Program Offering Grid
Multi Offerings
Global Focus
Local Focus
Single Offerings
2/17/2019