People will forget what you said, people will forget what you
did, but people will never forget how you made them feel. -Maya
Angelou
Slide 3
Branding FEEL The bottom line of Branding is how your
constituents FEEL about you
Slide 4
Today Demystify branding: what it is and what it isnt Simple
suggestions on how to enhance your organizations Brand Co-Branding
with AmeriCorps
Slide 5
Demystifying Branding Buzz words and phrases: Brand
Architecture Unique Value Proposition Brand Loyalty Integrated
Marketing Communications Blah, blah, blah
Slide 6
Branding Branding What is it - - Really Today, its a ubiquitous
concept its everywhere everyone talks about their Brand Celebrities
- Oprah Athletes the LeBron James brand TV Shows AC360; must-see TV
Politicians
Slide 7
Branding is a way for people to remember you and to understand
what is unique and special about you
Slide 8
Branding has become increasingly important in the non-profit
world Organizations large and small are focusing on their brand
That said, this aspect of managing a non-profit is still the most
overlooked
Slide 9
The Foundation Center New Course! Brandraising: Raise
Visibility & Money Using Communications TUES, November 5 | New
York | $295 per person This day-long workshop will challenge you to
think about what's unique about your organization and why people
should be interested in supporting your cause. You'll learn about
ways to create a compelling brand that expresses the positioning
and personality of your organization, attracts donors or program
participants, and takes your organization to the next level.
Through a series of exercises and case studies, you'll better
understand the tools you need to communicate online and off, and
ensure your organization's staff and board are speaking with one
voice. At this course, you will learn: How to use positioning and
personality to help keep all your work on track How to speak with a
unified organizational voice across all channels, in all tools How
other nonprofit organizations have used brandraising techniques to
reposition themselves in a fresh, modern way
Slide 10
Seminars such as this can be very helpful, if You have the
resources of time and personnel and money to invest. But, most of
us dont As we will discuss later, there are some simple ways you
can evaluate and enhance your brand
Slide 11
What Branding Is Not. Its not your name Its not your logo Its
not your messages tools Those are just tools
Slide 12
It is The summation of how all your varied constituents feel
about you as expressed in the words they use
Slide 13
Lets Break it Down A brand resides within the hearts and minds
of all your stakeholders. It is the sum total of their experiences
and perceptions, some of which you can influence, and some that you
cannot. It is the identity the image that your stakeholders have of
your organization.
Slide 14
hearts and minds Its emotional and practical Its goes beyond
the things you do to the way you make people feel. For a food bank,
its the number of meals you serve and the number of people you
help. But, its also the way the stakeholders feel about
organization providing the service: - Clients - Donors - Suppliers
- Staff - Public Officials
Slide 15
Positive Feelings Reliable Trustworthy Honest Compassionate
Committed Forward-thinking Dynamic Approachable Your organization
and your brand have qualities that you would ascribe to a person.
Ask yourself, what words would fit your brand?
Slide 16
You try to influence as much as you can through Your messaging.
Delivering on your promise.
Slide 17
your stakeholders will decide At the end of the day, your
stakeholders will decide what is Brand Identity. your true Brand
Identity. If you provide a valuable service. If you deliver it
well. If you communicate it honestly and effectively You will have
a valuable Brand. But, always remember, Branding is not a magic
wand! You have to monitor your Brand all the time
Slide 18
How do you know your Brand Identity? As we saidyour
stakeholders will tell you. If they are aware of you and speak of
you in strong, positive, emotional terms, you have a strong Brand
Identity. If they use some or many of the messages and phrases that
you use, then you have a strong Brand Identity. If they support
your organization in the ways you want them to, you have a strong
Brand Identity. Ask yourself: What is the true Brand Identity of
your organization? of your organization?
Slide 19
Think about each of your stakeholder groups Have they heard of
you? Policy makers? Media? Public at large? If asked, what would
they say about your organization? Would they say what you want them
to say? The messages youve put out there on your website, in your
presentations, in your other communications? What personality
traits would they ascribe? Would their responses be emotional, or
would they only be about the things you do?
Slide 20
Enhancing Your Brand Brand Audit Conduct a Brand Audit to:
Learn how you are perceived by your stakeholders Evaluate
everything that contributes to your Brand Identity
Slide 21
Brand Audit Checklist External Stakeholders: Develop a simple
questionnaire Conduct some face-to-face and some mailings Internal
Stakeholders: Focus groups with volunteers Board and staff
retreat
Slide 22
Brand Audit Checklist Communications Have people you know call
the main phone number to evaluate customer service Pull together
all communications materials and look for: Consistency and Clarity
Review what other organizations doing similar work in other
geographic areas are saying
Slide 23
To Tag or Not to Tag A tag line can be a great way to convey
your Mission It can also give emotional depth and expansive meaning
to organizations with less memorable names It can help change the
publics perception of your organization and provide a statement of
the true value you offer the community It can be a rallying cry for
your staff and board But, too many tag lines are non-descript and
miss the opportunity to draw people into your organization
Slide 24
Try to Avoid Organization-speak and Clinical Language Do use
words and phrases that all your constituents would understand
Over-used language E.g., excellence, caring,, hope, evidence-based,
world-class Long statements To Tag or Not to Tag A few
guidelines
Slide 25
To Tag or Not to Tag A few guidelines Try to include Words and
phrases that capture the emotional benefits of what you dohow your
services make a positive impact on those you serve Expressions that
your organization can ownyour essence Phrases that can be
all-encompassing of your serviceswithout listing all your
services
Slide 26
To Tag or Not to Tag Some Examples: Because the earth needs a
good lawyer - Earthjustice If you want to be remembered, do
something memorable - The Cleveland Foundation Nothing Stops A
Bullet Like A Job - Homeboy Industries Feel the warmth of a cold
nose - Maryland SPCA
Slide 27
Co-Branding with AmeriCorps WHY????? Its required It helps
enhance AmeriCorps It helps you
Slide 28
Guidance on Outreach and Engagement for the AmeriCorps
Community Its Required Guidance on Outreach and Engagement for the
AmeriCorps Community
Slide 29
By January 2014, all grantees must verify that all digital
properties, media materials, and other relevant items reflect their
association with AmeriCorps. Here are prime examples of how to
execute the branding association: AmeriCorps logo (or 20th
Anniversary logo The standard AmeriCorps logo (or 20th Anniversary
logo) prominently displayed on websites, most notably on the home
page and about us sections standardized language The standardized
language used to describe the program in press releases and other
public documents will identify the organizations AmeriCorps
affiliation, and, when appropriate, directly reference the 20th
anniversary All gear for AmeriCorps-funded programs will include
the AmeriCorps logo All gear for AmeriCorps-funded programs will
include the AmeriCorps logo (grantees have the option of using the
commemorative 20th Anniversary logo, although it is not required,
as the principal objective is strong brand association) All sites
signs or posters All sites where AmeriCorps members are serving,
especially those to which elected officials or private-sector
partners are invited to visit, should have signs or posters that
feature the grantee and AmeriCorps logos
Slide 30
Co-Branding Benefits to AmeriCorps Promotes the Brand broadly
across the country Emphasizes the good works being accomplished
with public funds Importantly, does so in the districts and states
of the legislators who determine future funding
Slide 31
Co-Branding Benefits to You Leverage AmeriCorps standing as The
Domestic Peace Corps Tie in with events and themes Recruitment
Funding
Slide 32
How Its Being Done Loud & Proud!!!!! Moderately Barely or
not at all
Slide 33
Examples of Loud & Proud Monroe Community College The
Service Collaborative of Western NY Oswego County Youth Bureau
Genesee County Youth Bureau Jumpstart
Slide 34
Slide 35
Slide 36
AmeriCorps AmeriCorps The Oswego City-County Youth Bureau is
jointly operated and funded by the County of Oswego and the City of
Oswego. The Youth Bureau coordinates, administers youth programs
throughout Oswego County including AmeriCorps, Youth Court of
Oswego County, Youth Advisory Council, Camp Hollis, and Camp
ZerbeCity of OswegoAmeriCorpsYouth Court of Oswego CountyCamp
HollisCamp Zerbe Welcome to the Oswego County Youth Bureau Home.
Please look at some of our exciting activities. Web site designed
by Cayuga Community College Intern Dana Swenszkowski. AmeriCorps
Web site designed by Cayuga Community College Intern Dana
Swenszkowski. [Oswego County Homepage] [Site Index] [Camp Hollis
Homepage] [Camp Zerbe] [Youth Court] [AmeriCorps] [Leadership
Oswego County Youth] AmeriCorpsOswego County HomepageSite IndexCamp
Hollis HomepageCamp ZerbeYouth CourtAmeriCorpsLeadership Oswego
County Youth
Slide 37
Genesse County Youth BureauYouth Bureau Genesee County
AmeriCorps Genesse County Youth BureauYouth Bureau About the Youth
Bureau Youth Bureau Staff Funding for Youth Programs Youth
Recognition Banquet Genesee County AmeriCorps Youth Lead the Way:
Countywide SADD Reality Check: Exposing Big Tobacco Genesee County
Youth Court Annual Report Prom After Party Application EnviroChamps
Camp 2013 Genesee Youth Lead Application Genesee County AmeriCorps
About the Youth Bureau Youth Bureau Staff Funding for Youth
Programs Youth Recognition Banquet Genesee County AmeriCorps Youth
Lead the Way: Countywide SADD Reality Check: Exposing Big Tobacco
Genesee County Youth Court Annual Report Prom After Party
Application EnviroChamps Camp 2013 Genesee Youth Lead Application
What is AmeriCorps? What is AmeriCorps? AmeriCorps is a program of
the Corporation for National and Community Service. The
Corporations mission is to improve lives, strengthen communities
and foster civic engagement through service and volunteering. Other
Corporation programs include Senior Corps and Learn & Serve
America. Throughout the country, Americans of all backgrounds are
engaged in service to meet community needs. Genesee County
AmeriCorps members bring this dedication and commitment to our
area.
Slide 38
AmeriCorps, National Service Sponsor Jumpstart has been a proud
member of the AmeriCorps network since 1996. That year, Jumpstart
recruited 80 AmeriCorps members, and since then our partnership
with AmeriCorps has grown tremendously. As Jumpstarts national
service partner, AmeriCorps gives us the tools to succeed. This
partnership strengthens the nation's communities, and our future,
by connecting talented, energetic individuals with young children
in need. AmeriCorps is a network of local, state, and national
service programs that connects more than 70,000 Americans each year
in intensive service to meet our country's critical needs in
education, public safety, health, and the environment. Jumpstart is
proud to be a part of this network and looks forward to continuing
our partnership with AmeriCorps.
Slide 39
How do we do all this? Conduct a Brand Audit Develop profound
messages and tag lines Optimize Co-Branding opportunities
Slide 40
How do we address branding and co-branding? Hire an expert
Learn from your colleagues Get the Board involved Seek pro bono
help Give assignment to a college class Or.