Who Are You? Branding Your Nonprofit

HBIF Meeting 12-09

Administrator

Nicole Roach

Marketing Coordinator

CharityNet USA

Key Speaker

Ryan Peach

Nonprofit Consultant

CharityNet USA

• CharityNet USA: A “One-stop” resource

center for non profit organizations

nationwide!

• Key Speaker: Ryan Peach

• Questions

• Recorded Webinar Available at:

– http://vimeo.com/channels/nonprofitwebinarseries

I. What is Branding & Why is it Important

II. 3 Simple Branding Concepts

III.Graphic Design and your Organization

– Branding, Provoking and Enticing

Attention through your image.

IV.Branding Guidelines

What Comes to Mind When You

Think of Branding?

• The American Marketing Association (AMA) defines a brand as:

A "name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers.

• Making the Donor Choose you Over

your Competitors…

• The Elevator Pitch

– It is your brand in

:30-:60!

– Yes, nonprofits must

have an elevator

pitch.

• If possible, use a tag line yet avoid sounding cheesy

– your elevator pitch isn’t a sales pitch.

• Stick to hard facts and numbers! Share the

information about your cause that is most important.

• Make the pitch easy to understand; avoid acronyms

or any jargon that your intended audience won’t

comprehend.

• Focus on how donating or joining your cause is going

to benefit the potential donor or constituent.

• A commitment you

make to prospects…

• "If I engage in a

relationship with you or

your cause, what can I

expect?"

• All the unique ways you deliver your brand

promise.

• Common attributes might include your

unique versions of:

– Communication

– Relationships

– Innovation

– Flexibility.

• The human characteristics people experience when they encounter your brand.

• Strongest influence on the emotional connection people feel toward your brand.

• Common brand personalities include:

– Ruggedness

– Sadness

– Excitement

– Sincerity

• The safest cars in the world -

• Frequent, low cost flights -

• Everyday low prices -

• A unique coffee experience -

• Refreshment -

• Inevitably, graphic design will play a huge role in

your organization’s image and branding.

• Unlike words that require a paragraph to sometimes

convey a message; a logo, picture, advertisement

or website design can trigger a memorable emotion

immediately after viewing.

• Take your idea and develop creative and exciting

designs on logos, brochures, donation products and

more.

• 6 Rules to Keep in Mind:• Remember age makes a difference

• Remember cultural differences that may apply to your audience

• Draw in the audiences attention by highlighting points of interest

• Thoroughly check spelling, grammar and consistency

• Image quality is important

• Use warm colors to suggest warmth & cool colors to suggest coolness

•You just have to know what ideas, beliefs

and messages you want to express.

•What messages, emotions and behaviors do

you want to provoke?

• Edgy

• Innocence

• Professional

• Urgency

• Sadness

• Dominance

• Worth

• Satisfaction

• Confidence

• Funky

•Depending on your organization, your

intended message may not always be clear

cut or the same.

• The following examples show how different

logo’s, taglines and emphasis can change

over time to keep up with their target market

or a change of message/platform.

•The NBC Peacock was created

in 1956 and designed to

showcase NBC programming in

(then a new medium) color TV.

• The Peacock is a multi-media

icon for one of the most

recognizable brands in the

world, NBC. The Peacock's

longevity in television and as a

corporate logo for NBC has

lasted for over 50 years.

I. The NBC Peacock

• They eliminated the globe and

the elephant, replacing them with

an "animalistic boldness“. A new

"jungle-like" design.

• The intention of the makeover

was to attract more adult viewers

with television shows that

emphasize animals’ feral nature –

a theme that blends in with the

Channel's animal orientation.

II. Animal Planet –New vs. Old Logo

New Logo

Old Logo

• Known as the top search engine

online!

• Every once in a while, the

company uses various features of

the logo which compliment & refer

to birthdays of infamous people,

holidays and specific events.

III. Google – Changing with the season with ‘google-doodles’

• Top Reasons Why You Need a Brand

Manual:

• To properly enhance donations and

corporate sponsorships

• To avoid distortions and inconsistencies

• To remind the organization there are

people that need their help

• Common Elements of a Branding Manual:

1. A full brand description and what it stands for.

2. A list of situations that the brand and its symbols

can be used and cannot be used.

3. Tone and use of words relating to the brand.

4. Specific colors, dimensions, lines, accents, inclusion

of trademark, brand signature, image styles

5. Typographical elements

6. Reproduction guidelines (for advertising agencies

and printers).

• However you choose to brand your organization, it will leave a permanent impression on your

audience – Good or Bad!

• Conquer the elevator pitch – This is your brand in 30-60 Seconds!

• So remember, be patient and don’t rush it. Your

end results will benefit from a sound, thought out

process!