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What's Your Brand And Yes, it's That Important

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A interactive presentation to help NGOs, Nonprofits and social enterprises demystify the steps to creating a meaningful and lasting brand.

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What's Your Brand And Yes, it's That Important

  1. 1. What’s Your Brand? @susanmcp1 November 10, 2015
  2. 2. First things first … what are we talking about exactly?
  3. 3. Branding (noun): Branding for nonprofits is more than just your logo or name — a lot more. Branding is telling your story to your audience and showing why YOU matter. It’s about the experience and perception your audience has of your organization online, in-person, and on paper.
  4. 4. Think of Your Brand as a Person
  5. 5. Why does branding matter?
  6. 6. Great brands. Go.
  7. 7. Best-in-class
  8. 8. charity: water
  9. 9. TED
  10. 10. Bright Pink
  11. 11. The Adventure Project
  12. 12. Elements of a great brand
  13. 13. WHAT’S YOUR “WHY”?
  14. 14. Find your “why” – the golden circles
  15. 15. Find your “why” – questions to ask • What keeps you up at night? • What would the world look like if you had a magic wand? • What belief do you share with the rest of the world?
  16. 16. Personality
  17. 17. What’s your personality? Personable and friendly Spontaneous and high energy Modern or high tech Cutting edge Fun Accessible to all Corporate and professional Careful thinking and planning Classic and traditional Established Serious Upscale
  18. 18. Strong design Classic and traditional Modern and high tech
  19. 19. Tone of voice How would your organization say it? “You wouldn’t happen to have a pen I could borrow, would you?” “Do you have a pen I can borrow?” “I need a pen. Now.” “Pass me a pen.” “Of course I forgot my pen again. Help?” “Pen please?”
  20. 20. Consistency across platforms
  21. 21. On-brand partnerships
  22. 22. This or that: • Chipolte or Cracker Barrel? • LeBron James or Meryl Streep? • Apple or Samsung? • Delta or JetBlue? • Red Cross or charity:water?
  23. 23. Recap Your brand needs: • A clear “why” • A personality • Design and tone to match that personality • Consistency across platforms • The right people and partners
  24. 24. Questions?
  • theresanasi

    Nov. 17, 2015
  • amandacole79274

    Nov. 13, 2015

A interactive presentation to help NGOs, Nonprofits and social enterprises demystify the steps to creating a meaningful and lasting brand.

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