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“Mini”-Workshop

“Mini”-Workshop. August 29, 2013. What Your Brand Is NOT. Logo symbol (brand mark) Font Color palette Printed materials Advertising Mission statement. What Your Brand Is. How you answer the phone How you greet and treat people Who you associate with

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“Mini”-Workshop

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  1. “Mini”-Workshop August 29, 2013

  2. What Your Brand IsNOT • Logo symbol (brand mark) • Font • Color palette • Printed materials • Advertising • Mission statement

  3. What Your Brand Is • How you answer the phone • How you greet and treat • people • Who you associate with • Your writing and communication skills • Your brand message (elevator pitch) • Your value proposition (what makes you different) • The promises that you keep and break • The principals that you and your organization live by

  4. What is a successful brand?

  5. “NFP Workshop” is a Successful Brand • Characteristics of a successful brand: • Relevant • Purposeful • Dependable • Trustworthy • Meets needs • Instills loyalty • Brings people together • Lives by guiding principles • Makes us feel good • Often has a charismatic leader

  6. Successful or Rising Brands

  7. Declining or Failed Brands

  8. So branding is easy, right?

  9. Not so fast, Kimosabe

  10. Warning: Branding is not a licensed profession • There is no certification for branding • Truth is, very few people do it well • Average tenure of a Chief Branding Officer in a Fortune 500 company is 18 months • Approach branding with extreme caution and humility

  11. The Branding Timeline • It usually takes a decade to build a strong, lasting brand • It is NOT a 30-day promotion, 1-year campaign, or a 5-year project…

  12. But in this case it only took 3 years!!!

  13. Your Brand Today • First: It’s what your employees, volunteers and partnerssay your brand is because they are the ones who know you the best • Second: It’s what your donors,beneficiaries and the generalpublic say your brand is

  14. The Tactics (i.e. Tools) of Branding • Traditional • Broadcast • Print • Outdoor • Publicity • Direct Mail • Events • Sponsorships • Telemarketing • Digital • Direct Email • Profiling (list segmentation) • Websites • Social Media

  15. Things You Must Do to Achieve Great Branding

  16. 1. Completelyrethinkthe role of branding for your nonprofit • Strategic use of branding will ensure your organization’s survival • It needs to be elevated from just being used as a fundraising tool • Drives your mission and maximizes community engagement • Strengthens internal identity • Must be led by your executive team and board of directors

  17. 2. Make sure your brandisaligned with your mission, vision and values • These are idealizedstatements about your organization’s purpose, where it is going, and what it stands for • Great branding narrows the gaps between who you sayyouare (your brand promise) and whoyoureallyare (i.e. the experiences you deliver)

  18. 3. Everyone in your organization must knowandlove your brand • Do a survey of your employees to determine how they see or define your brand • You may find out that there is a huge variation in how your employees see your brand • Create an official description of your brand in 25 words or less • Everyone should be able to recite it from memory

  19. Brand Description Examples • MetropolitanMinistriesprovides food, clothing, shelter and life changing programs to poor and homeless families giving them hope and leading them to self-sufficiency. • BayCareprovides exceptional health care experiences to improve the health of all we serve.

  20. 4. Everyone must also live the brand • Build a hospitalityculture • Answer the phone with a realperson • Warmlygreet people; make them feel • at home • Your employees must believe in your • brand and evangelize on its behalf • Partner with brands that are stronger • than yours • Keep all of your promises ESPECIALLY the littleones • If you screw up admit it and implement servicerecovery

  21. 5. Use storytelling to promote your brand • Since ancient times we have communicated through story-telling • Promote your brand through real stories • Use real clients, volunteers and donors • Select stories that depict the heart and sole of your brand • Connect emotionally with your target audience

  22. 6. Get digital with your brand • Assign unique phone numbers and web addresses to track responses • Upgrade to an intelligent switchboard • Track Likes, Shares and engagement on Facebook • Record emails opened and read • Tally click-throughs to online ads • Count videos viewed on YouTube • Use Google analytics for your web campaigns

  23. “Half the money I spend on advertising is wasted; the trouble is I don't know which half” • John Wanamaker • Founder of Wanamaker Department Store With digital technology we NOW know which half is working.

  24. 7. Build a website that is bothinteractive and optimizedforsearch • Today’s websites must be interactive versus static to engage visitors and include: • How to get involved • Online giving options • Form submissions for more information • Event registration • Directions/maps • You must also optimize your websites for search and mobile access • Key word search - SEO (unpaid)/ SEM (paid) • Responsive Web Design (RWD)

  25. Responsive Web Design • Your website’s layout automatically configures to the user’s device.

  26. Why Responsive Web Design (RWD) Is A Must Strategy For You *Internet users in millions Data from Morgan Stanley Research

  27. 8. Embrace Social Media But Keep It Simple • A Facebook page is a MUST • YouTube is a great way to tell your brand story and emotionally connect using video • Nonprofits are now using LinkedIn to promote their brands • nonprofit.linkedin.com • Get Facebook, YouTube and LinkedIn right before you do anything else • Be honest, sincere and personal • Use it for a two-way dialogue not a one-way sales pitch

  28. 9. Great branding cannot occur in the presence of poor quality – product, service or intangible • Poor quality is often nothing more than a series of small compromises • Cereal • Small appliances • Airline luggage and legroom • Phone answering • Valet parking • Directory assistance • Restaurant bussing • As brand leaders, we must commit ourselves to being obstacles to the small compromises

  29. 10. Understand the Value Equation to maximize the value of your brand

  30. Brand Wisdom • “We are not in the coffee business serving people, we are in the people business serving coffee.” • Howard Schultz

  31. Brand Wisdom • “Whenever you find yourself on the side of the majority, it is time to pause and reflect.” • Mark Twain

  32. Brand Wisdom • “No one sells products any more; we’re all selling services.” • Jack Welch

  33. Brand Wisdom • “Not all those who wander are lost.” • J. R. R. Tolkien

  34. Open Discussion

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