BRANDING YOUR NONPROFIT
Aga Siuda, Brand Designer
Kelley Jarrett, Design Market Manager
4/24/12
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A BRAND IS NOT JUST A LOGO
Name
-  Brand recognition in a name is key
-  Vague name = larger expense to build name recognition
-  Incorporate tagline to help explain, and use in all communication
•  i.e. Concern America, financial assistance to the elderly
Packaging
-  Similar to a product wrapper, what does your org s wrapper portray?
-  Communication brand consistency
-  Document, educate
•  Discourages Debbie Database to create her own email template to use for
solicitation
•  Unprofessional, inconsistent materials can destroy a brand – online and off
History
-  Education promotes credibility
-  Bring the story up to date
•  How is your organization's history impacting today s actions?
Reputation
-  How do you live your brand?
In a sector where more than 1.5 million
organizations compete for dwindling resources to
carry out their missions, a solid brand identity helps
tell an organization s story. It sets expectations,
gains attention, fosters relationships and ultimately
helps ensure long-term survival.
The Arc is more than an organization, it is a
movement.
Peter Berns, CEO, The Arc of the United States
Behind strong nonprofit brands are strong
leaders to ensure consistent brand
communication penetrates every aspect of
the organization.
Roxanne Spillett, President, Boys & Girls Clubs of America
You must live the brand internally before you
start to externalize it. Be aware that brand is
more than your logo and color palette, it is in
every customer interaction and every
message.
Jim Gibbons, President and CEO, Goodwill Industries International
Name recognition gives us the opportunity to
speak on behalf of the voiceless and
marginalized in our society as we continue to
advocate, serve and convene on behalf of
the poor.”
Father Larry Snyder, President, Catholic Charities USA
THE BRANDING PROCESS – AN EVOLUTION
Audit
Design
Document
Communicate
Analyze
AUDIT - INTERNAL
Brand Position and Tone
-  Sierra Club = Expedition Organization
•  more charismatic to protect the planet for adventures
-  Greenpeace = Roots in brave and ballsy activism
•  risking your life to save a whale
Trust
-  Smart constituents do their research
-  People are more likely to contribute their money, support and
confidence to organizations who clearly live and breathe their
mission.
-  Consistency is the #1 way to show transparency and clarity
Revisit your Brand Manual
-  Does your logo accurately represent your organization?
-  Does the color palette communicate the appropriate message?
-  Does the typography give the appropriate voice?
http://www.socialmediaexaminer.com/4-free-tools-to-help-you-socially-monitor-your-brand/
AUDIT – EXTERNAL
Identify keywords and phrases your audience uses to find you
-  Google Analytics
-  Webtrends
-  Clicky
-  Brainstorm
Implement a listening tool
-  Google Alerts: When the above keywords, phrases or your brand
name is mentioned, Google will send you an alert
-  Socialmention: allows you to track and measure what people are
saying about your organization across the web’s social media
landscape in real time. SocialMention monitors 100+ social media
properties directly.
-  TweetDeck: see tweets (conversations, comments, feedback)
regarding your brand and keyword/phrases in real time in
dashboard format
http://www.socialmediaexaminer.com/4-free-tools-to-help-you-socially-monitor-your-brand/
AUDIT
Shhhhhh….Listen
-  How are people responding to you?
-  What makes people happy?
-  What inspires them to act?
-  What are your competitors doing?
Respond
-  If your organization is mentioned in a blog, read and respond
-  Request comments on your own blogs…and answer those who do
-  Conduct brand awareness/perception surveys
Check for Consistency – Put them all on the table
-  Print collateral – annual reports, letterhead, business cards,
marketing
-  Website
-  Social pages – twitter, Facebook, Pintrest, etc.
DESIGN
Your Visual Identity…
Is your First Impression
Supports and differentiates your brand
Builds awareness
Engages supporters
DESIGN
Full Brand Redesign
-  Your voice or tone needs changing
•  Y-MEàNetwork of Strength
-  Your brand lacks clarity
-  Your brand doesn’t support your strategic goals
-  Taking a new direction in your Mission
DESIGN
Milestone Branding
-  Event
-  Anniversary
-  Campaign
Logo Refresh
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Your Mission is not changing
Your tone is not changing
Your Voice is not changing
Something is not working
You need an update!
DOCUMENT – CREATE A BRAND MANUAL
Mission Overview
-  Your core
-  What should drive all communications
History – if appropriate, share your history and brand evolution
-  Helps with internal communication
-  Shows heritage and commitment
-  Demonstrates a nimble nature – doing what’s right for the mission
Market Positioning
-  Clearly define your niche and brand promise
-  Understand how you fit into your competitive landscape
Brand architecture
-  are you part of a group, consortium or national organization? Or does your
brand exist alone?
Brand Assets
-  Usable colors, fonts, styles
-  Logo variations
-  Digital and print usage parameters
DOCUMENT – CREATE A BRAND MANUAL
COMMUNICATE – INTERNAL COMMUNICATION
Live Your Brand
Assign one or two brand managers
•  Monitor and Guide Social Media
•  Recruit brand ambassadors
•  Share brand success stories with the staff
Give them the tools for success
•  Email, blog, letterhead and collateral toolkit
•  Conduct trainings at staff retreats and NEOs
•  Brand newsletter reminders
Have fun!
•  Brand Workshops
•  Collage building Contest – Live or Pintrest
•  Contests
COMMUNICATE – EXTERNAL COMMUNICATION
Share Your Brand
Verbal
•  How your receptionists answers the phone
•  Fundraising approach and messaging (pitiful or empowering?)
Written
•  Blog, Proposal and Email Tone
Graphic Design
•  Imagry should fit the mood
Digital
•  How well the website reflects the organization s image and brand is one of
the two most important satisfaction drivers.
•  And satisfied users are:
–  49% more likely to donate
–  38% more likely to volunteer
–  57% more likely to have a favorable overall impression of the organization
–  65% more likely to recommend the site to others
–  55% more likely to return to the site
Source: Foreseeresults.com
ANALYZE
Reality Check
-  Pop Quiz for Prizes
Consistency Check Across All Channels
5 Second Test – Website
5 Second Test – Logo
1.  What does this organization do?
2.  What services does it provide?
3.  What 3 personality traits do you
associate with this organization?
THE GUIDE SERIES CONTINUES…
Wednesday, April 25th: Creating an Impactful Website – Every Pixel
Has a Purpose
Thursday, April 26th: Analysis and Refining Your Work
www.blackbaud.com/guide_creative
QUESTIONS?
Aga Siuda – Brand Designer
[email protected]
Kelley Jarrett – Market Manager, Design
[email protected]