Your Nonprofit or Program Brand with Phil West of Orange Cone

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Text of Your Nonprofit or Program Brand with Phil West of Orange Cone

How to Develop and Leverage Your Nonprofit or Program Brand

How to Develop and Leverage Your Nonprofit or Program Brand #txnsbrand

Phil WestOrange Cone AgencySeptember 8, 2011

Basic definitionsBrand: What identifies your entity to the world not just name and logo, but messaging, your people, your partnerships, associations people have with your entity (knowledge of what youve done, general feelings/emotional qualities)From AMA: name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellersBasic definitionsBranding: In its verb form, it becomes the act of creating and/or marketing that brandPossible scenarios for branding:A new entity that needs a brandA brand that needs to be changedA brand that needs to be reinforced/reinvigoratedA brand being confused with another brand (possibly a competitor)

Basic definitionsMessaging: The overarching and ever-evolving set of statements an entity wants to make about itself, applied to specific situationsThis definition expresses:The importance of brand in all your communication (essentially, asking the question, What do we want to say about ourselves?)Awareness of how your programs, events, communications with staff/volunteers have the potential to reinforce your brand

Brand Awareness ExerciseThink of a brand the first one that comes to mind. Spend five minutes thinking about its name, its logo, its style and personality all the things youre able to associate with it. (Think about how it advertises, how it delivers its news, how it stages events, how it relates to its world.) Components of BrandNameWhat does it mean? What associations might people have with it? Is it indicative of what the entity does? Is it memorable? Is it challenging? (In the positive or negative way)Does it have the potential to grow and develop with the entity? Components of BrandLogoWhat does it look like? Is a concrete or abstract image?Are you able to call it up from memory? What colors does it employ, and what associations do you have with those? How does it integrate with the name?

Components of BrandLogo ExerciseWhat associations do you have with the following logo?

Components of BrandLogo ExerciseWhat associations do you have with the following logo?

Components of BrandLogo ExerciseWhat associations do you have with the following logo?

Components of BrandStyle and PersonalityWho do you see as your audience? And your potential audience? How do you relate to that audience? Are you smart? Funny? Friendly? Reliable? Honest? Is your personality consistent? Or do you tailor it for certain audiences? (Think about the concept of brand essence elements/values of your brand that dont change)

Brand and How It Ties to ReputationThe publics awareness of brand is akin to a relationship with another person (though a brand is managed by multiple people)Reputation management, including PR, is about banking goodwill should something go wrong, while making sure you keep current and relevant as well as trustedKeeping Your Brand ConsistentAwarenessMaking sure that youre aware of your brand, its essence, your audience and potential audienceArticulationCraft messages and design events/programs that articulate your brand consistentlyAssessmentGauge how resonant your brand is with your staff and your audienceGenerating Brand FeedbackMonitor how others see your brandWhat media is sayingWhat partners are sayingAsk your staff/boardMost important constituencyMake sure internal communication is two-wayAsk your audienceTailoring surveysDirect asks with trusted supportersExercise: Assessing Your BrandTake five minutes to write down reflections on your brand how does it resonate, whats most notable about it to you, whats most notable about it to your constituency, where its consistent, and where it might be inconsistent or need some development/attention

Key MessagesThe main points you want to get across to your audience about your entityHelpful to think of three key messages per rhetorical situationMessages should always track back to your brand and its essenceDeveloping Your Key MessagesAsking questions to tie situation to branding concernsWhats important for us to say? How does it advance our mission? Whats relevant/useful to our audience? What engages people? Involving ED/Other Core Staff with PR/Marketing PersonnelWhat Happens When Your Messages Tie To Your BrandYou appear more consistentYou appear more purposefulYour brand is reinforced and more memorableYour audience is more engagedKey Message ExerciseTake five minutes, thinking about an upcoming event, program or initiative for your entity. Craft three key messages that youd deliver in an interview with someone in the media, keeping your brand in mind as you craft these. (Well workshop these in small groups and with the entire group.) Delivering Your Key MessagesThrough internal communicationsCultivate awareness throughout your organizationUse your mission and vision statements as anchorsInvolve staff and board in assessment of key messages, to cultivate ownership as well as recognitionDelivering Your Key MessagesThrough traditional media channelsMake sure key messages are in press releases and media advisories, particularly as quotes from spokespeoplePrepare for interviews by knowing key messages, making it a goal to deliver thoseKnow how to bridge to key messages (from questions that might be irrelevant or hard to answer)Delivering Your Key MessagesThrough social media channelsPrepare size-appropriate versions of your key messages as needed for social media channels (Im looking at you, Twitter)Utilize key messages in personable ways with one-on-one engagementBe mindful of your brands personalityDelivering Your Key MessagesThrough your marketing collateralThink about event-specific messaging for event marketing collateral, but also be aware of overall brand advancementMake sure images are congruent with textProfessionalism is key, even if there are casual and friendly elements to your brand