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Branding Your NGO with PR Mary Schnack Washington DC mary@maryschnack.com
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Your most valuable asset. Emotional connection between you and your audience. Branding WHAT is a brand ?
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Branding Size of Non-Profit Doesn’t Matter BRAND your UNIQUENESS
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Basic Branding Principles Brand Name Narrow Your Focus Build Your Brand with PR
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Visual and Verbal Visual (logo) Verbal (short message/tag line) –Description –Benefits
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How do you want the public to think of you? What differentiates you from your competitors? How can I position myself to reflect these unique characteristics? How can you build customer loyalty? And how do you communicate that? Do your logo and tagline act effectively in building brand awareness? Branding is Visual and Verbal
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Creating a Brand Decide Describe Publicize
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Decide Who are you? What do you want to be?
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Describe: Brand Positioning Statement Brand positioning will allow you to communicate effectively why you are the best solution for your customers.
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Publicize Third Party Endorsement Be the “ Expert ” Speeches, Publicity
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TELL YOUR STORY!
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Tout Your Success Let others know!
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Promote Your Strengths ALWAYS remind them why you ’ re SPECIAL
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Put Your Brand EVERYWHERE Letterhead, Business Cards Website and E-Mail Advertising Give-aways
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Social Media for Personal Branding “ Blow your horn ” or “ Communicate your Passion ” Create an Awareness for your Expertise Point to your blog Share openly and pay it forward Help people=receive recommendation Doesn ’ t replace face-to-face
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Online Branding Well-designed professional website Carefully consider photos/videos on Facebook, YouTube, Connected- Women, etc Google yourself!
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The Branding Promise CONSISTENCY
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Drivers of Brand AWARENESS Advertising Media Presence Word of Mouth
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Drivers of Brand LOYALTY Relationships Customer Satisfaction Perceived Value
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www.MarySchnack.com www. PR Works e-book. Only $10 Skype:CommBridges mary@maryschnack.com
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