SlideShare une entreprise Scribd logo
1  sur  24
Télécharger pour lire hors ligne
What’s Your Brand?
@susanmcp1
November 10, 2015
First things first
… what are we talking about exactly?
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.
Think of Your Brand as a
Person
Why does
branding matter?
Great brands. Go.
Best-in-class
charity: water
TED
Bright Pink
The Adventure Project
Elements of a
great brand
WHAT’S YOUR “WHY”?
Find your “why” – the golden circles
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?
Personality
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
Strong design
Classic and traditional Modern and high tech
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?”
Consistency across platforms
On-brand partnerships
This or that:
• Chipolte or Cracker Barrel?
• LeBron James or Meryl Streep?
• Apple or Samsung?
• Delta or JetBlue?
• Red Cross or charity:water?
Recap
Your brand needs:
• A clear “why”
• A personality
• Design and tone to match that personality
• Consistency across platforms
• The right people and partners
Questions?

Contenu connexe

En vedette

πανεπιστήμιο πατρών-παρουσιαση-τπε (3)
πανεπιστήμιο πατρών-παρουσιαση-τπε (3)πανεπιστήμιο πατρών-παρουσιαση-τπε (3)
πανεπιστήμιο πατρών-παρουσιαση-τπε (3)theofano97
 
παρουσιαση κεντρου ελληνικου πολιτισμου
παρουσιαση κεντρου ελληνικου πολιτισμουπαρουσιαση κεντρου ελληνικου πολιτισμου
παρουσιαση κεντρου ελληνικου πολιτισμουGeorge Diamandis
 
Advertising & Social Good: A Perfect Marriage or a Recipe for Disaster
Advertising & Social Good: A Perfect Marriage or a Recipe for DisasterAdvertising & Social Good: A Perfect Marriage or a Recipe for Disaster
Advertising & Social Good: A Perfect Marriage or a Recipe for DisasterSusan McPherson
 
Remix Conference 2015—Christof Spieler, "Selling the Vision for Better Transit"
Remix Conference 2015—Christof Spieler, "Selling the Vision for Better Transit" Remix Conference 2015—Christof Spieler, "Selling the Vision for Better Transit"
Remix Conference 2015—Christof Spieler, "Selling the Vision for Better Transit" Remix Software
 
Oδηγίες για παρουσίαση στο Powerpoint
Oδηγίες για παρουσίαση στο Powerpoint Oδηγίες για παρουσίαση στο Powerpoint
Oδηγίες για παρουσίαση στο Powerpoint kiriakimitsou
 
Pediatric-Cardiology-101.ppt
Pediatric-Cardiology-101.pptPediatric-Cardiology-101.ppt
Pediatric-Cardiology-101.pptempite
 
How to get people from intention to donation
How to get people from intention to donationHow to get people from intention to donation
How to get people from intention to donationBeate Sørum
 
Congenital heart disease (chd)
Congenital heart disease (chd)Congenital heart disease (chd)
Congenital heart disease (chd)Girmawi-Mekelle
 
Congenital Heart Disease
Congenital Heart DiseaseCongenital Heart Disease
Congenital Heart DiseaseJessie Madz
 
Deloitte State of the State 2015
Deloitte State of the State 2015Deloitte State of the State 2015
Deloitte State of the State 2015Deloitte UK
 
Exploring VR
 Exploring VR Exploring VR
Exploring VRFITC
 
Creative Traction Methodology - For Early Stage Startups
Creative Traction Methodology - For Early Stage StartupsCreative Traction Methodology - For Early Stage Startups
Creative Traction Methodology - For Early Stage StartupsTommaso Di Bartolo
 
Visual Design with Data
Visual Design with DataVisual Design with Data
Visual Design with DataSeth Familian
 

En vedette (18)

πανεπιστήμιο πατρών-παρουσιαση-τπε (3)
πανεπιστήμιο πατρών-παρουσιαση-τπε (3)πανεπιστήμιο πατρών-παρουσιαση-τπε (3)
πανεπιστήμιο πατρών-παρουσιαση-τπε (3)
 
Crowdfunding campaign - a proposal
Crowdfunding campaign - a proposalCrowdfunding campaign - a proposal
Crowdfunding campaign - a proposal
 
παρουσιαση κεντρου ελληνικου πολιτισμου
παρουσιαση κεντρου ελληνικου πολιτισμουπαρουσιαση κεντρου ελληνικου πολιτισμου
παρουσιαση κεντρου ελληνικου πολιτισμου
 
Social Media + Social Good
Social Media + Social GoodSocial Media + Social Good
Social Media + Social Good
 
Advertising & Social Good: A Perfect Marriage or a Recipe for Disaster
Advertising & Social Good: A Perfect Marriage or a Recipe for DisasterAdvertising & Social Good: A Perfect Marriage or a Recipe for Disaster
Advertising & Social Good: A Perfect Marriage or a Recipe for Disaster
 
Remix Conference 2015—Christof Spieler, "Selling the Vision for Better Transit"
Remix Conference 2015—Christof Spieler, "Selling the Vision for Better Transit" Remix Conference 2015—Christof Spieler, "Selling the Vision for Better Transit"
Remix Conference 2015—Christof Spieler, "Selling the Vision for Better Transit"
 
Oδηγίες για παρουσίαση στο Powerpoint
Oδηγίες για παρουσίαση στο Powerpoint Oδηγίες για παρουσίαση στο Powerpoint
Oδηγίες για παρουσίαση στο Powerpoint
 
Pediatric-Cardiology-101.ppt
Pediatric-Cardiology-101.pptPediatric-Cardiology-101.ppt
Pediatric-Cardiology-101.ppt
 
Congenital anomalies ppt
Congenital anomalies pptCongenital anomalies ppt
Congenital anomalies ppt
 
How to get people from intention to donation
How to get people from intention to donationHow to get people from intention to donation
How to get people from intention to donation
 
Congenital heart disease (chd)
Congenital heart disease (chd)Congenital heart disease (chd)
Congenital heart disease (chd)
 
Congenital Heart Disease
Congenital Heart DiseaseCongenital Heart Disease
Congenital Heart Disease
 
Deloitte State of the State 2015
Deloitte State of the State 2015Deloitte State of the State 2015
Deloitte State of the State 2015
 
Exploring VR
 Exploring VR Exploring VR
Exploring VR
 
Healthcare
HealthcareHealthcare
Healthcare
 
5 Ways To Surprise Your Audience (and keep their attention)
5 Ways To Surprise Your Audience (and keep their attention)5 Ways To Surprise Your Audience (and keep their attention)
5 Ways To Surprise Your Audience (and keep their attention)
 
Creative Traction Methodology - For Early Stage Startups
Creative Traction Methodology - For Early Stage StartupsCreative Traction Methodology - For Early Stage Startups
Creative Traction Methodology - For Early Stage Startups
 
Visual Design with Data
Visual Design with DataVisual Design with Data
Visual Design with Data
 

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

"Grow and build your network"
"Grow and build your network""Grow and build your network"
"Grow and build your network"Sean Humby
 
Why Should Anyone Be Led By You
Why Should Anyone Be Led By YouWhy Should Anyone Be Led By You
Why Should Anyone Be Led By Youleadcap
 
Networking for fun! Indiana Womens Commission on Women Conference 2010
Networking for fun! Indiana Womens Commission on Women Conference 2010Networking for fun! Indiana Womens Commission on Women Conference 2010
Networking for fun! Indiana Womens Commission on Women Conference 2010Cindy Cohen RN, BS BA
 
Carmen Turner - Timeless Personal Branding in Our Digital World(2)
Carmen Turner - Timeless Personal Branding in Our Digital World(2)Carmen Turner - Timeless Personal Branding in Our Digital World(2)
Carmen Turner - Timeless Personal Branding in Our Digital World(2)Carmen Turner
 
RED ACADEMY: MAKE YOUR MARK
RED ACADEMY: MAKE YOUR MARKRED ACADEMY: MAKE YOUR MARK
RED ACADEMY: MAKE YOUR MARKJonas Altman
 
9 Brand Audit Slide Presentation.pptx
9 Brand Audit Slide Presentation.pptx9 Brand Audit Slide Presentation.pptx
9 Brand Audit Slide Presentation.pptxcommunication18
 
Blue Ocean Strategy: Branding & Sales.
Blue Ocean Strategy: Branding & Sales.Blue Ocean Strategy: Branding & Sales.
Blue Ocean Strategy: Branding & Sales.MoBerries GmbH
 
Conscious leaders - Conscious organizations - Agile leadership
Conscious leaders - Conscious organizations - Agile leadershipConscious leaders - Conscious organizations - Agile leadership
Conscious leaders - Conscious organizations - Agile leadershipSylvain Mahe
 
O.P.E.N. Routine Personal Branding Workshop Presentation - SRBLSA 2013
O.P.E.N. Routine Personal Branding Workshop Presentation - SRBLSA 2013O.P.E.N. Routine Personal Branding Workshop Presentation - SRBLSA 2013
O.P.E.N. Routine Personal Branding Workshop Presentation - SRBLSA 2013Christopher Craft
 
How to Interact With the Right Customers
How to Interact With the Right CustomersHow to Interact With the Right Customers
How to Interact With the Right CustomersNate Smith
 
Open To Create... Authentic Creative Networking slide deck 17.07.15
Open To Create... Authentic Creative Networking slide deck 17.07.15Open To Create... Authentic Creative Networking slide deck 17.07.15
Open To Create... Authentic Creative Networking slide deck 17.07.15Anna B Sexton
 
Iaee2012 fascinating dana_frekerdoody_th11am
Iaee2012 fascinating dana_frekerdoody_th11amIaee2012 fascinating dana_frekerdoody_th11am
Iaee2012 fascinating dana_frekerdoody_th11amDana Freker Doody
 
Personal Branding starts with Self-Development.
Personal Branding starts with Self-Development.Personal Branding starts with Self-Development.
Personal Branding starts with Self-Development.Katerina Kalantzi
 
How To Win Projects and Influence Budgets
How To Win Projects and Influence BudgetsHow To Win Projects and Influence Budgets
How To Win Projects and Influence BudgetsDaniel Schutzsmith
 
What does your brand say about you?
What does your brand say about you?What does your brand say about you?
What does your brand say about you?Chris Young
 
The art of Pitch
The art of PitchThe art of Pitch
The art of PitchMercury80
 

Similaire à What's Your Brand And Yes, it's That Important (20)

"Grow and build your network"
"Grow and build your network""Grow and build your network"
"Grow and build your network"
 
Why Should Anyone Be Led By You
Why Should Anyone Be Led By YouWhy Should Anyone Be Led By You
Why Should Anyone Be Led By You
 
Socially Collaborative Adult Learning
Socially Collaborative Adult LearningSocially Collaborative Adult Learning
Socially Collaborative Adult Learning
 
Networking for fun! Indiana Womens Commission on Women Conference 2010
Networking for fun! Indiana Womens Commission on Women Conference 2010Networking for fun! Indiana Womens Commission on Women Conference 2010
Networking for fun! Indiana Womens Commission on Women Conference 2010
 
Carmen Turner - Timeless Personal Branding in Our Digital World(2)
Carmen Turner - Timeless Personal Branding in Our Digital World(2)Carmen Turner - Timeless Personal Branding in Our Digital World(2)
Carmen Turner - Timeless Personal Branding in Our Digital World(2)
 
RED ACADEMY: MAKE YOUR MARK
RED ACADEMY: MAKE YOUR MARKRED ACADEMY: MAKE YOUR MARK
RED ACADEMY: MAKE YOUR MARK
 
9 Brand Audit Slide Presentation.pptx
9 Brand Audit Slide Presentation.pptx9 Brand Audit Slide Presentation.pptx
9 Brand Audit Slide Presentation.pptx
 
Blue Ocean Strategy: Branding & Sales.
Blue Ocean Strategy: Branding & Sales.Blue Ocean Strategy: Branding & Sales.
Blue Ocean Strategy: Branding & Sales.
 
Conscious leaders - Conscious organizations - Agile leadership
Conscious leaders - Conscious organizations - Agile leadershipConscious leaders - Conscious organizations - Agile leadership
Conscious leaders - Conscious organizations - Agile leadership
 
Branding Essentials
Branding EssentialsBranding Essentials
Branding Essentials
 
Personal Branding
Personal BrandingPersonal Branding
Personal Branding
 
O.P.E.N. Routine Personal Branding Workshop Presentation - SRBLSA 2013
O.P.E.N. Routine Personal Branding Workshop Presentation - SRBLSA 2013O.P.E.N. Routine Personal Branding Workshop Presentation - SRBLSA 2013
O.P.E.N. Routine Personal Branding Workshop Presentation - SRBLSA 2013
 
How to Interact With the Right Customers
How to Interact With the Right CustomersHow to Interact With the Right Customers
How to Interact With the Right Customers
 
Open To Create... Authentic Creative Networking slide deck 17.07.15
Open To Create... Authentic Creative Networking slide deck 17.07.15Open To Create... Authentic Creative Networking slide deck 17.07.15
Open To Create... Authentic Creative Networking slide deck 17.07.15
 
Iaee2012 fascinating dana_frekerdoody_th11am
Iaee2012 fascinating dana_frekerdoody_th11amIaee2012 fascinating dana_frekerdoody_th11am
Iaee2012 fascinating dana_frekerdoody_th11am
 
Personal Branding starts with Self-Development.
Personal Branding starts with Self-Development.Personal Branding starts with Self-Development.
Personal Branding starts with Self-Development.
 
How To Win Projects and Influence Budgets
How To Win Projects and Influence BudgetsHow To Win Projects and Influence Budgets
How To Win Projects and Influence Budgets
 
What does your brand say about you?
What does your brand say about you?What does your brand say about you?
What does your brand say about you?
 
The art of Pitch
The art of PitchThe art of Pitch
The art of Pitch
 
Earl Branding
Earl BrandingEarl Branding
Earl Branding
 

Plus de Susan McPherson

Aligning with the UN Sustainable Development Goals #SDGs
Aligning with the UN Sustainable Development Goals #SDGsAligning with the UN Sustainable Development Goals #SDGs
Aligning with the UN Sustainable Development Goals #SDGsSusan McPherson
 
Building Sustainability Into Product Development
Building Sustainability Into Product DevelopmentBuilding Sustainability Into Product Development
Building Sustainability Into Product DevelopmentSusan McPherson
 
Crowdfunding 101. A Roadmap for Success
Crowdfunding 101. A Roadmap for SuccessCrowdfunding 101. A Roadmap for Success
Crowdfunding 101. A Roadmap for SuccessSusan McPherson
 
More Than Writing A Check! Creating Successful, Multifaceted Corporate/Nonpr...
More Than Writing A Check! Creating Successful, Multifaceted Corporate/Nonpr...More Than Writing A Check! Creating Successful, Multifaceted Corporate/Nonpr...
More Than Writing A Check! Creating Successful, Multifaceted Corporate/Nonpr...Susan McPherson
 
How Hashtag Activism is Becoming a Women's Game
How Hashtag Activism is Becoming a Women's GameHow Hashtag Activism is Becoming a Women's Game
How Hashtag Activism is Becoming a Women's GameSusan McPherson
 
Philanthropy Gives Women a Seat at the Table - How Can You Benefit
Philanthropy Gives Women a Seat at the Table - How Can You BenefitPhilanthropy Gives Women a Seat at the Table - How Can You Benefit
Philanthropy Gives Women a Seat at the Table - How Can You BenefitSusan McPherson
 
Digital and Social Marketing for Sustainable Companies
Digital and Social Marketing for Sustainable CompaniesDigital and Social Marketing for Sustainable Companies
Digital and Social Marketing for Sustainable CompaniesSusan McPherson
 
Leading Impact for the Future of Women's Philanthropy
Leading Impact for the Future of Women's PhilanthropyLeading Impact for the Future of Women's Philanthropy
Leading Impact for the Future of Women's PhilanthropySusan McPherson
 
Building effective relationships in today's world
Building effective relationships in today's worldBuilding effective relationships in today's world
Building effective relationships in today's worldSusan McPherson
 
Launching Your Social Enterprise with the Help of Social Media
Launching Your Social Enterprise with the Help of Social MediaLaunching Your Social Enterprise with the Help of Social Media
Launching Your Social Enterprise with the Help of Social MediaSusan McPherson
 
Demystifying Corporate Responsibility
Demystifying Corporate ResponsibilityDemystifying Corporate Responsibility
Demystifying Corporate ResponsibilitySusan McPherson
 
3 employee engagement 2011
3 employee engagement 20113 employee engagement 2011
3 employee engagement 2011Susan McPherson
 
CSR Communications/Good Business
CSR Communications/Good BusinessCSR Communications/Good Business
CSR Communications/Good BusinessSusan McPherson
 
How Brands can deliver, navigate and measure the impact of their campaigns
How Brands can deliver, navigate and measure the impact of their campaignsHow Brands can deliver, navigate and measure the impact of their campaigns
How Brands can deliver, navigate and measure the impact of their campaignsSusan McPherson
 

Plus de Susan McPherson (14)

Aligning with the UN Sustainable Development Goals #SDGs
Aligning with the UN Sustainable Development Goals #SDGsAligning with the UN Sustainable Development Goals #SDGs
Aligning with the UN Sustainable Development Goals #SDGs
 
Building Sustainability Into Product Development
Building Sustainability Into Product DevelopmentBuilding Sustainability Into Product Development
Building Sustainability Into Product Development
 
Crowdfunding 101. A Roadmap for Success
Crowdfunding 101. A Roadmap for SuccessCrowdfunding 101. A Roadmap for Success
Crowdfunding 101. A Roadmap for Success
 
More Than Writing A Check! Creating Successful, Multifaceted Corporate/Nonpr...
More Than Writing A Check! Creating Successful, Multifaceted Corporate/Nonpr...More Than Writing A Check! Creating Successful, Multifaceted Corporate/Nonpr...
More Than Writing A Check! Creating Successful, Multifaceted Corporate/Nonpr...
 
How Hashtag Activism is Becoming a Women's Game
How Hashtag Activism is Becoming a Women's GameHow Hashtag Activism is Becoming a Women's Game
How Hashtag Activism is Becoming a Women's Game
 
Philanthropy Gives Women a Seat at the Table - How Can You Benefit
Philanthropy Gives Women a Seat at the Table - How Can You BenefitPhilanthropy Gives Women a Seat at the Table - How Can You Benefit
Philanthropy Gives Women a Seat at the Table - How Can You Benefit
 
Digital and Social Marketing for Sustainable Companies
Digital and Social Marketing for Sustainable CompaniesDigital and Social Marketing for Sustainable Companies
Digital and Social Marketing for Sustainable Companies
 
Leading Impact for the Future of Women's Philanthropy
Leading Impact for the Future of Women's PhilanthropyLeading Impact for the Future of Women's Philanthropy
Leading Impact for the Future of Women's Philanthropy
 
Building effective relationships in today's world
Building effective relationships in today's worldBuilding effective relationships in today's world
Building effective relationships in today's world
 
Launching Your Social Enterprise with the Help of Social Media
Launching Your Social Enterprise with the Help of Social MediaLaunching Your Social Enterprise with the Help of Social Media
Launching Your Social Enterprise with the Help of Social Media
 
Demystifying Corporate Responsibility
Demystifying Corporate ResponsibilityDemystifying Corporate Responsibility
Demystifying Corporate Responsibility
 
3 employee engagement 2011
3 employee engagement 20113 employee engagement 2011
3 employee engagement 2011
 
CSR Communications/Good Business
CSR Communications/Good BusinessCSR Communications/Good Business
CSR Communications/Good Business
 
How Brands can deliver, navigate and measure the impact of their campaigns
How Brands can deliver, navigate and measure the impact of their campaignsHow Brands can deliver, navigate and measure the impact of their campaigns
How Brands can deliver, navigate and measure the impact of their campaigns
 

Dernier

Friends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptxFriends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptxNavah Hopkins
 
Ppt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing coursPpt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing courstegveersingh09
 
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...Sophie Logan
 
The best Crypto Marketing Strategies pdf
The best Crypto Marketing Strategies pdfThe best Crypto Marketing Strategies pdf
The best Crypto Marketing Strategies pdfShifali roy
 
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptxToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptxivanrazine1
 
A_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfA_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfVWO
 
SEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedSEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedMumbai Pixels
 
Voltas turnaround strategy management case
Voltas turnaround strategy management caseVoltas turnaround strategy management case
Voltas turnaround strategy management caseAnkit Sarkar
 
SVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdfSVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdfvikrs213
 
Digital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services PreviewDigital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services PreviewDigital Gravity
 
Ice Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling ResearchIce Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling ResearchTINT Marketing
 
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdfSnapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdfEastern Online-iSURVEY
 
The 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupThe 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupLivewire
 
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch DeckPodvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch DeckNedko Nedkov
 
The Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadThe Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadFabio Bin
 
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptxFriends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptxGregory Edwards
 
Amazon Seller New Product Launch Guide - 2024.pptx
Amazon Seller New Product Launch Guide - 2024.pptxAmazon Seller New Product Launch Guide - 2024.pptx
Amazon Seller New Product Launch Guide - 2024.pptxWill Haire
 
Converting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CROConverting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CROVWO
 
Product Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
Product Demo: HubSpot's Coolest AI Tools for B2B Tech CompaniesProduct Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
Product Demo: HubSpot's Coolest AI Tools for B2B Tech CompaniesKiwi Creative
 
Cricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance reportCricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance reportSocial Samosa
 

Dernier (20)

Friends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptxFriends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptx
 
Ppt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing coursPpt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing cours
 
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
 
The best Crypto Marketing Strategies pdf
The best Crypto Marketing Strategies pdfThe best Crypto Marketing Strategies pdf
The best Crypto Marketing Strategies pdf
 
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptxToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
 
A_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfA_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdf
 
SEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedSEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to Succeed
 
Voltas turnaround strategy management case
Voltas turnaround strategy management caseVoltas turnaround strategy management case
Voltas turnaround strategy management case
 
SVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdfSVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdf
 
Digital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services PreviewDigital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services Preview
 
Ice Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling ResearchIce Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling Research
 
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdfSnapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
 
The 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupThe 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.group
 
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch DeckPodvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
 
The Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoadThe Creative Marketing campaigns of WeRoad
The Creative Marketing campaigns of WeRoad
 
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptxFriends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
 
Amazon Seller New Product Launch Guide - 2024.pptx
Amazon Seller New Product Launch Guide - 2024.pptxAmazon Seller New Product Launch Guide - 2024.pptx
Amazon Seller New Product Launch Guide - 2024.pptx
 
Converting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CROConverting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CRO
 
Product Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
Product Demo: HubSpot's Coolest AI Tools for B2B Tech CompaniesProduct Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
Product Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
 
Cricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance reportCricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance report
 

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

Notes de l'éditeur

  1. One of the challenges when talking about branding is it’s a bit of a vague concept. People talk a lot about great brands in the for-profit world, but what are they talking about exactly? Who here wants to share a definition of what they think branding means? (OPEN IT UP TO AUDIENCE)
  2. I like this definition from the Nonprofit Village. Whereas marketing unearths and activates your audience, branding is designed to educate or create certain emotions. It attracts loyal supporters, donors and advocates to your cause. Marketing campaigns come and go, but your brand lasts forever.. While marketing may contribute to your brand and vice versa, the brand is bigger than the marketing campaign. It’s that thing that makes you you, and it’s the feeling that your donors and supporters get when they think of you.
  3. Here are some questions that the branding experts at StayClassy like to ask to help clients think about branding: How do you feel when you see a good friend’s smiling face? What about your boss’s face? The idea is that your brand is somewhat like the face of your organization because a good brand will have personality and make you feel something. Well-known marketer Stanley Hainsworth says that you think of your organization’s brand as a person: what do they say? What are their values? How does that person act? What does it sound like? What language does it use?
  4. There’s a lot of noise out there. Your brand is what will keep your community coming back for more. It’s what builds your reputation in the long-run. It’s what makes people think of you when far after you’ve left the room. It leads to more donations, more supporters and more publicity – far after your marketing campaign ends.
  5. Now I’d love to hear from you – what do you think are some of the greatest brands out there? For-profit or non-profit – doesn’t matter. I just want to know what brands you think are memorable and why.
  6. Here are some of the brands I think are awesome. They’re all different, but they’re all effective in making you feel something, building your trust, telling a story and being consistent across platforms.
  7. -stellar design -inspiring people through data-driven storytelling -consistency across platforms -deploy ambassadors that are consistent with the brand -partnerships that are aligned with the brand
  8. TED is all about learning and making education inspiring and sexy. They do this through the big, bold red logo, the lighting on stage and the copy they use in the ads. They also do it through their partnerships and by making sure that wherever the TED brand goes, the brand guidelines follow – it’s controlled but open. It’s also done through their people, the ones who make TED talks famous and make the format cool.
  9. This is a smaller organization based in Chicago that provides education and support to young women who are at high risk for breast and ovarian cancer. Sure, there’s a lot of pink in there brand, and that’s part of it – but it’s also about creating a lifestyle experience that’s not just about breast cancer, but about being young, fit, fashionable and happy. The tone of Bright Pink content is consistent across the board, and the tone is half sassy/half inspiring. You know what you’re going to get with BrightPink.
  10. The Adventure Project is another great example. From the website to email marketing to social media, the look is always clean, the tone is fun and uplifting and the content is always focused on people, stories and numbers. Just listen to a recent job description posted on their site: “. We’re storytellers - sharing compelling stories with thousands of followers is our bread-and-butter. Social media and branding are essential for us to communicate our mission and mobilize support” Another is Girls Who Code, a nonprofit that launched a few years back
  11. Now, we’ll talk about
  12. A central part of developing your brand is defining why you do what you do. Uncovering that reason will help guide the way you communicate, the people and partners you work with, the way that you interact on social media, etc.
  13. This is the method from Simon Sinneck that can help you discover your why. It sounds simple, but most companies start with their WHAT when they’re thinking about their brand rather than the WHY. You have to think about the WHY. Why - This is the core belief of the business. It's why the business exists. How - This is how the business fulfills that core belief. What - This is what the company does to fulfill that core belief. Not Apple. Apple starts with "why." It is the core of their brand. To help illustrate this point, imagine if Apple also started backwards by creating a marketing message that started with "what” and just talked about making computers. That’s not what they did – instead, their why is more along the lines of: “With everything we do, we aim to challenge the status quo. We aim to think differently.” DOES ANYONE WANT TO SHARE WHAT THEIR ORGANIZATION’S “WHY” IS?
  14. These are just some more questions you can ask yourself to help get to the “why”
  15. Personality is huge and will help drive your design, tone and content. Every brand has a personality, and if you’re in charge of your own brand, it’s crucial to figure out what that personality is, and how to communicate it consistently.
  16. Here’s a quick quiz to help you get closer to defining your brand’s personality. Take a few minutes, write down these words, and think about where you fall on the spectrum.
  17. Defining these brand personality traits means you can apply them consistently in your verbal and visual communication. A clear vision of your brand personality will guide your choice of colors, typography, word and actions. Look at your sheets and let’s talk about what that means. A nonprofit that is traditional and established will use classic typefaces that have been around for centuries. Color palettes lean toward conservative, rich hues. The communication style is formal and corporate. This company’s brand image stands the test of time. Because it relies on elements that have been in use for decades, the style will still look fresh five years from now. A nonprofit that is contemporary and high energy will have colors, typography and a communication style that reflect this. The color palette might be vivid and trendy. The typefaces used have been released in the last ten years. The graphic style is open, airy and asymmetrical. The copywriting voice is friendly and approachable. This nonprofit will likely have to re-make their image more often than the traditional one to stay ahead of visual trends.
  18. A tone of voice both embodies and expresses the brand’s personality and set of values. It’s about the people that make up the brand – the things that drive them, their loves and hates, and what they want to share with the world. Think about one concept or phase that could be said multiple ways and then identify how your organization would say it based on your personality. Do this over and over again to get a clear
  19. This is huge for branding. Thank about how your brand will translate to every aspect of your platforms: -Events -Social media channels – Twitter, Instagram, FB, YouTube, etc. -Content -Website -Email campaigns This builds trust and helps your audience know what they can expect from you. Check out Love 146, an organization working to end human trafficking. The most prevalent colors Love146 uses are red and gray or black. This nonprofit brings power and strength to children facing an overwhelmingly dark situation, and this can be seen in their placement of red on a dark background. Other than their logo and coloring, a defining feature on Love146’s website and social media is the many pictures of children, a constant reminder of the organization’s purpose.
  20. A big part of nonprofits is managing partnerships – with people, companies, other nonprofits. It’s critical to work with the people who share your values and help contribute/fit in with your brand. -Talk about Girl Rising/Intel and why it made sense for the brand
  21. Below is a list of two options of companies/nonprofits or people that your nonprofit might consider partnering with. Deciding who you work with is critical for keeping on-brand and delivering your supporters a consistent experience. OPEN IT UP TO AUDIENCE – Take a look at this list. Tell us who your nonprofit might partner with and why it would make sense for your brand.
  22. Now, we’ll talk about
  23. Now, we’ll talk about