Making NAMIa Household Name

Branding and Identity

Tools for Grassroots Leaders

Branding and Identity

• Branding is the messaging work an organization does to encourage people to feel a certain way about their product, in NAMI’s case, what we do.

• Branding is not about getting your target market to choose you over the competition, but it is about getting your prospects to see you as the only one that provides a solution to their problem.

Branding and Identity (continued)• Branding is the look, feel, sound, and experience• Identity is the outward expression of the brand,

including its name and visual appearance. • The brand's identity is its fundamental means of

recognition

To become a household name, people have to recognize us, know us, trust us.

The Alliance for the Mentally Ill of Greater Chicago

Identity Guide: Tools and Templates

• Three audiences: States & Affiliates, National, & Professional Designers

• Logo• Templates• Colors• Fonts• Web and screen projects• Specialty Graphics

Identity Guide: Style Guide

• Use of language, syntax and punctuation for people who produce NAMI publications in print and online

• Examples –– HelpLine, not Helpline– E-mail, not email, and othe hyphenations– Grading the States, not Grades the States– NAMI Massachusetts, not NAMI Mass, NAMI-MA, etc.– National Alliance on Mental Illness, not The Voice on

Mental Illness

Grassroots Media/PR Tool Kit—

Resources, Talking Points

Key Messages, Guidance

www.nami.orgSearch: PR Toolkit

Identity Guide: Language and Messages

• NAMI is…

• Mental Illness is….

• NAMI members are…

• How do we talk about mental illness, what we do, and why we are of value to our communities.

Branding in practice

We are NAMI ….. presentation

Grassroots ~

Families and Individuals

for

Families and Individuals

Promoting hope, recovery, and a cure

NAMI Identity Guidewww.nami.org/identity

kgay@nami.org