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Branding for Nonprofits

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Sonya Foster

on 8 May 2012

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Transcript of Branding for Nonprofits

And one more thing...
Branding for Nonprofits
What is branding?
What is marketing?
What is the difference?
Your BRAND =
Consumer expectations,
memories, relationships, and the impression you make on others.
It's your visual images
and messaging
It's your people, your programs, and your culture
It's your reputation
and the promises
you make
Marketing is what you do to communicate and facilitate your brand.
The value you bring to the table.
Public relations
Strategic planning
Systems &
Set of Institutions
Your culture.
Sonya Foster

Branding is most often emotional. Marketing is a process by which you help build your brand so people feel emotionally bound to your organization.
Why does branding matter?
Builds awareness and trust - people buy brands they know and trust
Builds relationships - people spread the word of good experiences and how they've been treated
Builds consistency - people understand what you do and who you are
Creates loyalty - people stay with brands they know and trust.
Creates organization value - monetary, engagement, volunteer and staff recruitment/retain

EACH influences [buying] decisions!! If you are top of mind - you will receive their top dollar.
Brand beginnings...
their cattle as a means of identifying their animals with their ranch.

The brand came to represent the stockman's

A sum of the parts that comprise a [nonprofit's] reputation is the
brand experience

is a visual image or icon that represents the brand.

brand promise
is the sum of what a nonprofit offers the [customer*] and is embodied in the experience, the reputation and the visual representations.
* [Customer] can mean your supporters, donors, and volunteers.
A little know brand fact...
Texas rancher Samuel Augustus
decided that since all other cattle were branded, his would be identified by having no marks at all.
THAT BRAND STUCK! And has been hugely co-opted since its Civil War origins.
Name that Brand!
"Plop, plop, fizz, fizz... oh what a relief it is."
What is the brand promise?
Your brand tells your UNIQUE story.
What is the brand experience?
What is the brand expectation?
Expectations + Promises + Experience = Brand Attributes
Keep it local...
"The heavy hitter."
What is the brand promise?
What is the brand experience?
What is the brand promise?
People don't buy your brand, they buy what your brand represents (aka attributes).
* Relief
* Great Service
* Luxury
* Aggressiveness
* Tradition
* Support
What does OUR brand stand for?
Who do we say we are - our brand attributes?

What are we known for?

Who do people say we are?

What do we want to be known for?

What don't people know about us that we wish they did?
Narrow the scope...
1) What are our top 3 attributes?
2) How do we behave that make those attributes true and real?
3) What makes us different and better? (brand differentiators)
4) How does this sum up our position in the market?
American Marketing Association: "Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large."
Narrow the scope...define yourself
1) What do people expect from us?
2) What is the single most motivating promise we make to our customers?
3) How well is our brand promise aligned with our customer's expectations?
Giving your brand a visual correlation
Font treatment
Pulling it all together
1) Consolidate your strengths
Brand Promise
Brand Expectations
Brand Attributes
2) Ensure your promise and expectations live up to your experience.
4) Communicate your brand with all internal stakeholders first... and KEEP ON communicating it.
5) Once your internal stakeholders understand the brand and what it demands, start communicating it via each of your marketing channels.
6) Remember to be consistent and persistent. Your brand popularity will not develop overnight.
TIP! Make a brand bible!
Letterhead, envelopes,
business cards, website,etc.
Graphic standards
Files for easy use
Brand description
Brand promise
Competitive differentiators
Branding your programs and events.
Susan G. Komen
Race for the Cure
American Cancer Association
Relay for Life
Habitat for Humanity
Women Build
Hospice & Palliative Care of Western Colorado
Heirlooms for Hospice
Hilltop Community Resources
Latimer House
The Workforce Center
Hospice & Palliative Care of Western Colorado
Camp Good Grief!
Do not let your sub-brand overshadow your organization's brand.
What does Goodwill Industries do?
Lion's Club Parade & Carnival
Branding Challenges
You don't know who you really are.
Your brand perception is different than the reality.
Lack of accountability.
"Everybody knows us."
Unrealistic expectations.
We don't have the time or the budget.
Defining and measuring brand Return on Investment (ROI).
There is a "cog" in the brand "wheel".
Trying to create a brand from the top down.
REbranding due to brand disconnects
Grand Valley Hospice to

Hospice and Palliative Care of Western Colorado
Computers4Kids to
Rocky Mountain HMO to
Rocky Mountain Health Plans
Brand disconnects often stem from...
Who your organization used to be and who you are today (age and evolution).
Name, image or messaging is ambiguous or not intuitive to your organization.
Frequent changes to your organization's mission, vision, programs, systems and culture breed confusion and inconsistency (typically due to leadership changes).
Inconsistency in communicating your brand.
When should we consider rebranding?
When your brand gets to that point where it is no longer enhancing the organization's relationship with its constituents, or providing value (real or perceived) it's either time to revitalize the current brand or rebrand. Rebranding should be considered when you have substantially lost market share or if you have become irrelevant to the needs of your constituents.

Cautionary Note!
Rebranding can be difficult and is oftentimes done out of necessity, not choice. Some persons may construe rebranding as a negative move.
3) Create a mark or image that will create instant recognition to all.
In closing...
But isn't that what our mission statement is?
NO. Your
Vision, Mission and Values
your organization's purpose. They are meant as an
internal compass
and imply morality. Your
is internal and external - it elicits

is more
to your constituents than directional.
Develop your brand
Manage your brand
Communicate your brand
Be consistent and persistent

It takes more than a hat to make the cowboy. It takes more than a logo or an ad to make your brand.

Your brand is YOU... everything about YOU wrapped up into your constituents perceptions.
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