Making NAMI a Household Name

1. Making NAMIa Household Name Branding and Identity Tools for Grassroots Leaders

2. Branding and Identity • Branding is the messaging work an organization does to encourage people to feel a certain way about their product, in NAMI’s case, what we do. • Branding is not about getting your target market to choose you over the competition, but it is about getting your prospects to see you as the only one that provides a solution to their problem.

3. Branding and Identity (continued) • Branding is the look, feel, sound, and experience • Identity is the outward expression of the brand, including its name and visual appearance. • The brand's identity is its fundamental means of recognition To become a household name, people have to recognize us, know us, trust us.

12. The Alliance for the Mentally Ill of Greater Chicago

16. Identity Guide: Tools and Templates • Three audiences: States & Affiliates, National, & Professional Designers • Logo • Templates • Colors • Fonts • Web and screen projects • Specialty Graphics

18. Identity Guide: Style Guide • Use of language, syntax and punctuation for people who produce NAMI publications in print and online • Examples – • HelpLine, not Helpline • E-mail, not email, and othe hyphenations • Grading the States, not Grades the States • NAMI Massachusetts, not NAMI Mass, NAMI-MA, etc. • National Alliance on Mental Illness, not The Voice on Mental Illness

19. Grassroots Media/PR Tool Kit— Resources, Talking Points Key Messages, Guidance www.nami.org Search: PR Toolkit

20. Identity Guide: Language and Messages • NAMI is… • Mental Illness is…. • NAMI members are… • How do we talk about mental illness, what we do, and why we are of value to our communities.

21. Branding in practice We are NAMI ….. presentation

22. Grassroots ~ Families and Individuals for Families and Individuals Promoting hope, recovery, and a cure

23. NAMI Identity Guidewww.nami.org/identitykgay@nami.org