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As you expand the tools you use to communication online and off and staff's roles change, how do you ensure you're all speaking with one voice? Based on Sarah Durham's book Brandraising: How Nonprofits Raise Visibility and Money Through Smart Communications, this webinar will help you apply Brandraising concepts to improve your program's communications, and make sure they make sense with other aspects of your organization's communications, too. Presenters: Sarah Durham, Principal and Founder, Big Duck, and Lindsay J.K. Nichols, Communications Director, GuideStar (moderator)
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Brandraising #brandraising
Sarah Durham | Big Duck September 26, 2013
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Sarah Durham Founder & Principal, Big Duck @BigDuckSarah @BigDuck #brandraising
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What we’ll explore • Why it’s harder to communicate now • Why we remember some brands and not
others • What ‘brandraising’ includes • How to communicate on your audiences’
terms • A case study • Resources
Photo by Tax Credit
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Takeaway Consistency counts
Exercise Layout your materials and review, no agenda
Blue slide: be clear about what you want
to say as an organization, and how you
want to say it.
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Takeaway Positioning and personality can drive your communications and connect it all back to your mission
Exercise Define your positioning and personality as a team and then assess your materials against them
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Visual Identities Contain Logo Colors Typography Use of imagery / graphics
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Messaging Platforms Contain Name, abbreviation Tagline External vision, mission, values statements Key messages Elevator pitch Lexicon
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My organization has a brand guide.
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Takeaway Your brand is visuals + messaging, institutionalized through a style guide and trainings Exercise Articulate them all using positioning and personality, then define in style guide
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Photo credit: bigstockimages.com
Caption
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Takeaway Research can tell you more about them so you can communicate on their terms, not yours Exercise Create user personas, then test your materials against them
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CASE STUDY New York Peace Institute
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The New York Peace Institute
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bigducknyc.com • www.bigducknyc.com
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Upcoming Big Duck Trainings 10/16 Bagels at Big Duck: Is it Time to Rethink
Your Website? 10/30 Webinar: Campaigns as an Experience
of Your Brand
http://www.bigducknyc.com/workshops
Questions?
© Jeremy Crow
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