1. NAMI Standards of Excellence Communications: NAMI Identity and Branding 2010 Katrina Gay, Director of Communications Courtney Reyers, Publications Manager

2. Standards of Excellence: Communications All NAMIs shall adhere to the NAMI identity guidelines—both in design/branding and in editorial style—in all publications and communications, whether in print or electronic media. These guidelines will be found at www.nami.org/identity www.nami.org/identity

3. Branding and Identity Branding is the messaging work an organization does to encourage people to feel a certain way about their product, in NAMI’s case, what we do. Branding is not about getting your target market to choose you over the competition, but it is about getting your prospects to see you as the only one that provides a solution to their problem.

4. Branding and Identity (continued) Branding is the look, feel, sound, and experience Identity is the outward expression of the brand, including its name and visual appearance. The brand's identity is its fundamental means of recognition To become a household name, people have to recognize us, know us, trust us.

12. NAMI Identity Guide: Tools and Templates Three audiences: States & Affiliates, National, & Professional Designers Logo Templates Colors Fonts Web and screen projects Specialty Graphics New! NAMI Identity Guide Checklist

14. NAMI Style Guide Use of language, syntax and punctuation for people who produce NAMI publications in print and online Examples – –HelpLine, not Helpline –E-mail, not email, and othe hyphenations –Grading the States, not Grades the States –NAMI Massachusetts, not NAMI Mass, NAMI-MA, etc –Editorial style

16. SUGGESTIONS Update NAMI Ohio logo to be consistent with other NAMI State and Affiliate logos Change most prominent colors to be consistent with NAMI colors (blue and yellow) Revise language to follow the NAMI Editorial Style Guide

21. Identity Guide: Language and Messages COMING SOON NAMI is… Mental Illness is…. NAMI members are… How do we talk about mental illness, what we do, and why we are of value to our communities? What template additions to the Identity Guide would you like to see?

22. NAMI Identity Guide www.nami.org/identity courtneyr@nami.org