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• Mark Skeba
• Peter Escher
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6 ideas to help you market your purpose better
1. Have a Purpose…and tell people
2. What you do should align with your purpose
3. Know Your Brand Champion
4. Find the right partners: 1+1 = 3
5. Be Interesting and Useful…everything else is noise
6. Market through your network’s network
What is a brand?
Can a non-profit be a
brand?
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• A Brand is the accumulation of a
consumer’s emotions, experiences
and beliefs about a product or service.
A Brand is A Reputation
AND A Relationship
• A trademark (these are legal properties)
• A logo or slogan (These are your signatures)
• A product /service (These are the tangibles)
• Advertising (They deliver your messages)
A brand is an intangible asset that
resides in people’s hearts and minds.
It’s defined by the expectations people have
about tangible and intangible benefits that are
developed over time by communications and,
more importantly, by actions!
– Idris Mootee
Intangible:
• Nike will help reach or
exceed your full athletic
potential because they
give you the
confidence
you need
to just do it.
Tangible
• Nike will help
you run faster
because it has a
waffle sole.
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Intangible:
• Tom’s shoes let me feel
good about making a
difference every time I put
them on
Tangible
• Tom’s are eco-
chic shoes for me
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People who bond with a brand are over five
times as likely to buy the brand as those who
simply consider it relevant.
Millward Brown
Nothing kills a bad product faster
than good branding or advertising
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Having a central ideal or
mission that both inspires
customers and guides internal
decisions is the ‘ultimate brand growth
driver.’
Jim Stengel, Author
75%
15%
0%
10%
20%
30%
40%
50%
60%
70%
80%
VALUES DRIVEN
BRANDS
REST OF THE CATEGORY
A recent study by Millward-Brown revealed that Brands with the greatest growth are
those that are built on purpose and values, not
product attributes.
Source: Millward Brown Optimor
VALUES-DRIVEN BRANDS OUTPERFORM THE
COMPETITION BY 5X SHAREHOLDER GROWTH
“Purpose is a force as strong as gravity
but instead of pulling things down it
pushes them forward.”
– Joey Reiman, on the science of purpose
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empower people to positively impact food
culture
be a catalyst in a happy, healthy home
revolution
build a world where the rights of every child are realized
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What do
you
believe?
+ What do
you do
about it?
Belief Purpose
Comprised of two things:
To help people save
money and live better
We believe
everyone
should get a
fair deal
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“We believe in
doing the right
thing”
so
We will make the
world a better
place, one pet at
a time
•Figure out your
organizations purpose
•Tell EVERYONE
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Great brands don't talk about
themselves, they talk about what
they really love.
David Kennedy
Wieden & Kennedy
Great Deal! Bad Fit! 26
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Dawn “Animals” 33
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•What you say and do
should align with your
purpose
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Consumers/ Users
VERY broad
vs.
Who cannot live
with our your brand?
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Someone who
supports your
organization
vs.
Who is so
passionate about
your purpose that
they personally
invest?
• All the 20 and 30-somethings out there who are having kids now grew up in a time when minivans were the antithesis of cool.
• “Owning a minivan means you have given up and have lost every shred of cool”
Although you might retire, your dreams won’t
Swagger Wagon
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Toyota “Swagger Wagon” 39
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•Figure out who is most
passionate about your
purpose…and focus on
them
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• Awareness and fundraising for organization
• Authenticity and Goodwill for the partner
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•Seek out partnerships &
people that align with
your purpose
•1+1 = 3 when purpose
aligns 45
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First Aid
•Be interesting
•Tell your inspiring stories
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Problems
• Ask people to post & tweet about
you…they are more likely to
• Make experiences shareable …
”pictures are worth a thousand
tweets”
• Make your donors & volunteers the
stars…their networks will notice
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•Ask people to sign up to
follow you
•Make your volunteers
and donors the stars
•Make things ‘shareable’ &
ask people to share 58
6 ideas to help you market your purpose better
1. Have a Purpose…and tell people
2. What you do should align with your purpose
3. Know Your Brand Champion
4. Be Interesting and Useful…everything else is noise
5. Find the right partners: 1+1 = 3
6. Market through your network’s network
