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What's In a Name? Why Branding is Important for Your Nonprofit.

What's In a Name? Why Branding is Important for Your Nonprofit. Presented by NorthSky Nonprofit Network December 2007. Workshop Objectives. Gain an understanding of branding and why it’s important Discuss how to develop your brand promise

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What's In a Name? Why Branding is Important for Your Nonprofit.

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  1. What's In a Name?Why Branding is Important for Your Nonprofit. Presented by NorthSky Nonprofit Network December 2007

  2. Workshop Objectives • Gain an understanding of branding and why it’s important • Discuss how to develop your brand promise • Identify the role of the nonprofit team & customer service in branding • Communicating your brand message • Identify three good ideas for branding your program

  3. Test your brand IQ • A brand is __ Logo __ Product __ Name __ Promise • The price premium that strong brands command __ None __ Less than 5%__ Greater than 7% • Where successful branding starts ___ Marketing dept ___ Ad agency ___ Board of Directors ___ Nonprofit staff

  4. Test your brand IQ • The most effective vehicle for promoting your brand ___ Advertising ___ Public Relations ___ Employees ___ Customers • The best time to build your brand ___ Recession ___ Economic Boom • Branding increases the cost of marketing ____ True ____ False

  5. Why is branding important for nonprofit organizations? “A product is made in a factory, but a brand is made in your head and heart.” -- Darryl Travis

  6. Why is branding important? • Guides strategic decisions • Provides a value proposition and strengthens sales and marketing efforts • Generates word-of-mouth referrals • Ensures that all print materials, physical elements, programs, and customer interactions reinforce a desired image and work together

  7. Brand breakthroughs • Won’t come from marketing alone • Are created through superior customer experiences • Require delivery on promises

  8. Let me tell you a story One of your board members is catching a plane…

  9. Can you name the brand? • Provides a consistent customer experience from location to location • Touches multiple senses: smell, taste, sound, sight • Viewed by customers as high quality and worth the expense • Creates an experience rather than simply delivering a product

  10. Can you name the brand?

  11. Familiar brands

  12. So, what is a brand? It is our promise! A promise to deliver. A promise we can keep.

  13. Economic progressions Manufacturing Service Experiential Transformational

  14. Brand position • Based on things that matter to the customer • Based on real strengths • Reflect a competitive advantage • Communicable

  15. Great brands are great personalities. Let’s talk about my Honda.

  16. Does this sound like a nonprofit you know? Hint: it’s not NorthSky. • Relationship –oriented • Helpful • Approachable • High standards • Enthusiastic/ passionate • Visionary/ innovative

  17. We manage our brand in all that we do Brand Name Logo/ Graphic System Marketing Communications Brand Position/ Brand Personality Selling Strategies Website Community Relations Product/service Performance

  18. The NorthSky Brand • Responsive, affordable • User-friendly • Comprehensive, state-of-the-art • Sophisticated, able to deal with complex issues • Proactive advocate for nonprofits • An innovator • A partner

  19. How does your organization manageits brand? • Programs & services • Service delivery • Messages/ materials • Relationships • Anything else? • Any room for improvement?

  20. Without a strong brand • Must compete on program features and price • Creates short term advantage and high development costs • Expensive!

  21. Understanding your brand’s… • Position-what you want people to believe…your value proposition • Equity-the set of assets and liabilities linked to a name that adds or subtracts to the value provided by a product or service

  22. Branding is more than an advertising program. • Program/ service content and performance • Demonstrated results and outcomes • Customer service, follow through, and interactions • Professional image and communication skills of the entire team • Polished materials • Consistent messages • Cleanliness and attractiveness of physical facilities

  23. Branding is everyone’s responsibility • From the receptionist answering the phone • To the service provider working with your clients • To the biller providing an invoice

  24. What makes your program unique? • What are your competitive strengths and weaknesses? • How does your customer view you? • What are your competitors’ strengths and weaknesses? • Is there a need in your community that only your organization can meet? • What can your organization uniquely deliver?

  25. Worksheet 1: Identify your unique brand position Identify the strengths and weaknesses of your rehab program Identify the strengths and weaknesses of your competitors What do your customers need from you? What brand position can you uniquely deliver?

  26. Branding from the inside out: the role of the nonprofit team in branding • The first impression of the program • Reinforcing & delivering on the promise • Program ambassadors

  27. Communicating your unique brand personality • Key messages • Logo • Taglines • Sales materials • Direct mail • Advertising • Website

  28. Selling against your competition • Two programs can’t own the same brand position in a prospect’s mind • A strong brand is a strong defense against low price competitors

  29. Worksheet 2: Develop a 200-word elevator message

  30. Worksheet 3: The branding checklist ____ Programs & Services ___ Menu of offerings ___ Performance ____ Team ___ Physical appearance ___ Communication ____ Customer service ___ Operating hours ___ Phone ___ Reception ___ Scheduling

  31. The branding checklist ____ Physical plant ___ Cleanliness/ appearance ___ Equipment ___ Signage _____ Marketing materials ___ Messages ___ Logo ___ Tagline ____ Advertising ____ Website

  32. Worksheet 4: Pulling it all together: Your branding program • Research • Identify your desired brand position • Attainable • Unique • Credible • Educate/involve your team

  33. Pulling it all together:Your branding program 3. Develop 200 word message 4. Work through the branding checklist: • Programs & services • Customer service Physical plant • Materials • Advertising • Website

  34. The future… The importance of branding will increase as resources continue to tighten up. - Increased competition for donors. - Increased need for volunteers. - Competition for nonprofit experts- fundraising, finance, information systems.

  35. And finally… Branding takes time, consistency, and discipline

  36. Your questions

  37. Thank You! Connecting Northern Michigan nonprofits with new ideas, resources, and each other. www.northskynonprofitnetwork.org 231.929.3934

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