“People will forget what you said, people will forget what you did, but

people will never forget how you made them feel.” -Maya Angelou

The bottom line of Branding is how your constituents

FEEL about you

Today

Demystify “branding”: what it is and what it isn’t

Simple suggestions on how to enhance your organization’s Brand

Co-Branding with AmeriCorps

Demystifying Branding

Buzz words and phrases:

Brand Architecture Unique Value Proposition Brand Loyalty Integrated Marketing Communications Blah, blah, blah…

BrandingWhat is it - - Really

Today, it’s a ubiquitous concept – it’s everywhere – everyone talks about their “Brand”

Celebrities - Oprah

Athletes – the LeBron James “brand”

TV Shows – AC360; “must-see TV”

Politicians

Branding is a way for people to remember you and to understand what

is unique and special about you

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

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

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 don’t

As we will discuss later, there are some simple ways you can evaluate and enhance your brand

What Branding Is Not….

It’s not your name

It’s not your logo

It’s not your messages

Those are just tools

It is…

The summation of how all your varied constituents feel about you as

expressed in the words they use

Let’s 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.

hearts and minds

It’s emotional and practical

It’s goes beyond the things you do to… the way you make people feel.

For a food bank, it’s the number of meals you serve and the number of people you help. But, it’s also the way the stakeholders feel about organization providing the service:

- Clients- Donors- Suppliers- Staff- Public Officials

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?

You try to influence as much as you can through

Your messaging.

Delivering on your promise.

At the end of the day, your stakeholders will decide what is

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

How do you know your Brand Identity?

As we said…your 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?

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 you’ve 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?

Enhancing Your Brand

Conduct a Brand Audit to:

Learn how you are perceived by your stakeholders

Evaluate everything that contributes to your Brand Identity

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

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

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 public’s 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

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

To Tag or Not to Tag…

A few guidelines

Try to include…

Words and phrases that capture the emotional benefits of what you do…how your services make a positive impact on those you serve

Expressions that your organization can “own”…your “essence”

Phrases that can be all-encompassing of your services…without listing all your services

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

Co-Branding with AmeriCorps

WHY?????

It’s required

It helps enhance AmeriCorps

It helps you

It’s Required

Guidance on Outreach and Engagement for the AmeriCorps Community

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:

The standard AmeriCorps logo (or 20th Anniversary logo) prominently displayed on websites, most notably on the home page and “about us” sections

The standardized language used to describe the program in press releases and other public documents will identify the organization’s AmeriCorps affiliation, and, when appropriate, directly reference the 20th anniversary

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 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

Co-BrandingBenefits 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

Co-BrandingBenefits to You

Leverage AmeriCorps’ standing as “The Domestic Peace Corps”

Tie in with events and themes

Recruitment

Funding

How It’s Being Done

Loud & Proud!!!!!

Moderately

Barely or not at all

Examples of “Loud & Proud”

Monroe Community College

The Service Collaborative of Western NY

Oswego County Youth Bureau

Genesee County Youth Bureau

Jumpstart

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 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.

[Oswego County Homepage] [Site Index] [Camp Hollis Homepage] [Camp Zerbe] [Youth Court] [AmeriCorps] [Leadership Oswego County Youth]

Genesse County Youth BureauYouth Bureau

About the Youth BureauYouth Bureau Staff

Funding for Youth ProgramsYouth Recognition Banquet

Genesee County AmeriCorpsYouth Lead the Way: Countywide SADD

Reality Check: Exposing Big TobaccoGenesee County Youth Court

Annual ReportProm After Party Application

EnviroChamps Camp 2013Genesee Youth Lead Application

What is AmeriCorps?AmeriCorps is a program of the Corporation for National and Community Service. The

Corporation’s 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.

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 Jumpstart’s 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.

How do we do all this?

Conduct a Brand Audit

Develop profound messages and tag lines

Optimize Co-Branding opportunities

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 classOr….