Aga Siuda, Brand Designer Kelley Jarrett, Design Market ... · 4/24/12 Footer 1 BRANDING YOUR...

4/24/12 Footer 1

BRANDING YOUR NONPROFIT Aga Siuda, Brand Designer

Kelley Jarrett, Design Market Manager

Name -  Brand recognition in a name is key -  Vague name = larger expense to build name recognition -  Incorporate tagline to help explain, and use in all communication

•  i.e. Concern America, financial assistance to the elderly

Packaging -  Similar to a product wrapper, what does your org’s “wrapper” portray? -  Communication brand consistency -  Document, educate

•  Discourages Debbie Database to create her own email template to use for solicitation

•  Unprofessional, inconsistent materials can destroy a brand – online and off

History -  Education promotes credibility -  Bring the story up to date

•  How is your organization's history impacting today’s actions?

Reputation -  How do you live your brand?

A BRAND IS NOT JUST A LOGO

“In a sector where more than 1.5 million

organizations compete for dwindling resources to carry out their missions, a solid brand identity helps

tell an organization’s story. It sets expectations, gains attention, fosters relationships and ultimately

helps ensure long-term survival.”

“The Arc is more than an organization, it is a movement.”

Peter Berns, CEO, The Arc of the United States

“Behind strong nonprofit brands are strong leaders to ensure consistent brand

communication penetrates every aspect of the organization.”

Roxanne Spillett, President, Boys & Girls Clubs of America

“You must live the brand internally before you start to externalize it. Be aware that brand is more than your logo and color palette, it is in

every customer interaction and every message.

Jim Gibbons, President and CEO, Goodwill Industries International

Name recognition gives us the opportunity to speak on behalf of the voiceless and

marginalized in our society as we continue to advocate, serve and convene on behalf of

the poor.”

Father Larry Snyder, President, Catholic Charities USA

Audit Design Document Communicate Analyze

THE BRANDING PROCESS – AN EVOLUTION

Brand Position and Tone -  Sierra Club = Expedition Organization

•  more charismatic to protect the planet for adventures -  Greenpeace = Roots in brave and ballsy activism

•  risking your life to save a whale

Trust -  Smart constituents do their research -  People are more likely to contribute their money, support and

confidence to organizations who clearly live and breathe their mission.

-  Consistency is the #1 way to show transparency and clarity Revisit your Brand Manual -  Does your logo accurately represent your organization? -  Does the color palette communicate the appropriate message? -  Does the typography give the appropriate voice?

AUDIT - INTERNAL

http://www.socialmediaexaminer.com/4-free-tools-to-help-you-socially-monitor-your-brand/

Identify keywords and phrases your audience uses to find you -  Google Analytics -  Webtrends -  Clicky -  Brainstorm

Implement a listening tool -  Google Alerts: When the above keywords, phrases or your brand

name is mentioned, Google will send you an alert -  Socialmention: allows you to track and measure what people are

saying about your organization across the web’s social media landscape in real time. SocialMention monitors 100+ social media properties directly.

-  TweetDeck: see tweets (conversations, comments, feedback) regarding your brand and keyword/phrases in real time in dashboard format

AUDIT – EXTERNAL

http://www.socialmediaexaminer.com/4-free-tools-to-help-you-socially-monitor-your-brand/

Shhhhhh….Listen -  How are people responding to you? -  What makes people happy? -  What inspires them to act? -  What are your competitors doing?

Respond -  If your organization is mentioned in a blog, read and respond -  Request comments on your own blogs…and answer those who do -  Conduct brand awareness/perception surveys

Check for Consistency – Put them all on the table -  Print collateral – annual reports, letterhead, business cards,

marketing -  Website -  Social pages – twitter, Facebook, Pintrest, etc.

AUDIT

DESIGN Your Visual Identity… Is your First Impression Supports and differentiates your brand Builds awareness Engages supporters

Full Brand Redesign -  Your voice or tone needs changing

•  Y-MEàNetwork of Strength -  Your brand lacks clarity -  Your brand doesn’t support your strategic goals -  Taking a new direction in your Mission

DESIGN

Milestone Branding -  Event -  Anniversary -  Campaign

Logo Refresh -  Your Mission is not changing -  Your tone is not changing -  Your Voice is not changing -  Something is not working -  You need an update!

DESIGN

Mission Overview -  Your core -  What should drive all communications

History – if appropriate, share your history and brand evolution -  Helps with internal communication -  Shows heritage and commitment -  Demonstrates a nimble nature – doing what’s right for the mission

Market Positioning -  Clearly define your niche and brand promise -  Understand how you fit into your competitive landscape

Brand architecture -  are you part of a group, consortium or national organization? Or does your

brand exist alone?

Brand Assets -  Usable colors, fonts, styles -  Logo variations -  Digital and print usage parameters

DOCUMENT – CREATE A BRAND MANUAL

DOCUMENT – CREATE A BRAND MANUAL

Live Your Brand Assign one or two “brand managers”

•  Monitor and Guide Social Media •  Recruit brand ambassadors •  Share brand success stories with the staff

Give them the tools for success •  Email, blog, letterhead and collateral toolkit •  Conduct trainings at staff retreats and NEOs •  Brand newsletter reminders

Have fun! •  Brand Workshops •  Collage building Contest – Live or Pintrest •  Contests

COMMUNICATE – INTERNAL COMMUNICATION

Share Your Brand Verbal

•  How your receptionists answers the phone •  Fundraising approach and messaging (pitiful or empowering?)

Written •  Blog, Proposal and Email Tone

Graphic Design •  Imagry should fit the mood

Digital •  How well the website reflects the organization’s image and brand is one of

the two most important satisfaction drivers. •  And satisfied users are: –  49% more likely to donate –  38% more likely to volunteer –  57% more likely to have a favorable overall impression of the organization –  65% more likely to recommend the site to others –  55% more likely to return to the site

COMMUNICATE – EXTERNAL COMMUNICATION

Source: Foreseeresults.com

Reality Check -  Pop Quiz for Prizes

Consistency Check Across All Channels 5 Second Test – Website 5 Second Test – Logo

ANALYZE

1.  What does this organization do? 2.  What services does it provide? 3.  What 3 personality traits do you associate with this organization?

Wednesday, April 25th: Creating an Impactful Website – Every Pixel Has a Purpose Thursday, April 26th: Analysis and Refining Your Work

www.blackbaud.com/guide_creative

THE GUIDE SERIES CONTINUES…

Aga Siuda – Brand Designer Aga.siuda@blackbaud.com

Kelley Jarrett – Market Manager, Design

Kelley.jarrett@blackbaud.com

QUESTIONS?