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Short-staffed. Limited resources. Overworked. Sound familiar? You’re not alone. By answering the simple question, “What’s your brand?” organizations can open the door to increased visibility and stronger engagement from their community—whether it’s volunteers, policymakers, corporations or individual donors. From storytelling to graphic design to grassroots engagement, this presentation will demonstrate how strong brand management can create financial success for your organization—without exhausting your limited resources.
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What’s Your Brand?How smart communications can bring long-term gains for your organization.
Christopher HornDirector of CommunicationsAmerican Forestschorn@americanforests.orgTwitter: @jhawk10is
Mark DeSantisCommunity Partnerships Program ManagerNational Park Foundationmdesantis@nationalparks.org
What’s Your Brand?
What is a brand?
What’s Your Brand?Branding and Community Forestry
● Breaking up “community forestry”
● Your brand is the first introduction to your organization
● A well-defined brand can differentiate you from other forestry organizations
What’s Your Brand?Why Your Brand Is an Asset
● Reinforce mission statement
● Tell your story
● Build Capacity and Friend-raising
What’s Your Brand?Reinforce Your Mission Statement
● Who are you?
○ NGO vs. For-Profit vs. Government Agency○ Environmental, Beautification, Education, Service, etc.
● Mission achievement
○ Evaluation of your work○ An opportunity to avoid “mission creep”
What’s Your Brand?
What you can do● Gather information from constituents
● Brand workshops
● Testing with staff and board of directors
● Consultant evaluations (budget
contingent)
What’s Your Brand?Tell Your Story
● Define your audience
● Develop your identity
● Explore communications channels
○ Digital○ Physical
What’s Your Brand?
What you can do● Gather information from constituents
● Use data/analytics to drive content
strategy
● Implement slight alterations at little to
no cost
● Brand consultation (budget contingent)
What’s Your Brand?Build Capacity and Friend-Raising
● Break through the noise and reach donors
○ Find your donors [both current and future]
● Create not just a brand - but a personality
○ Brand equity and asset value
● Effective and consistent communication
What’s Your Brand?
What you can do● Evaluate your donor base
● Review solicitations to reflect the “new” brand
● Determine most effective and appropriate communications channels for your organization and focus your energy there
What’s Your Brand?
Questions?
Thank you!
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