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Creating and Implementing a Brand for Jewish Non-Profit Organizations

Creating and Implementing a Brand for Jewish Non-Profit Organizations. Lander C. Gold C563- Kelley Capstone Course.

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Creating and Implementing a Brand for Jewish Non-Profit Organizations

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  1. Creating and Implementing a Brand for Jewish Non-Profit Organizations Lander C. Gold C563- Kelley Capstone Course

  2. “A good nonprofit brand is, at a minimum, unique, pleasing to the eye and ear, easy to remember and evocative of the work it does. A strong brand identity benefits your nonprofit as it aligns supporters with your mission and can help deepen their commitment as donors, volunteers and advocates.” -Rosie Cortez

  3. Current State of Jewish Non-Profit Organization Brands • Inconsistent messaging • Inconsistent visual portrayals on media outlets • Lack of brand harmony • Lack of Jewish content within Jewish organizational brands • Strongest Jewish brands include: • Hillel • Birthright Israel • AIPAC

  4. Initial Errors in Brand Strategizing • Not putting strategy in place • Focusing of points of difference instead of points of similarity • Promotion of attributes that don’t matter to your constituency • Lack of Judaic depth (even if just guiding principles) • Poor description of areas that set you out

  5. Components in Brand Strategizing and Pre-Implementation • Define your brand through the input of ALL constituent groups • SWOT analysis of current state of your org. • Review current mission statement, vision statement and positioning statement/value proposition • Brainstorm keywords, buzzwords and images

  6. Recommendations and Implementation • Aggregate all of the information from SWOT analysis • DO NOT publicize your brand yet because you are not complete • Be CONSISTENT • Be UNIQUE • Include EMOTIONAL CONNECTION • Follow the K.I.S.S.- keep it simple stupid! • Build your brand’s story

  7. Recommendations and Implementation cont. • MUST include and educate ALL of your employees and stakeholders • Create messaging package and brand guidelines • Appoint member of staff as brand manager • Create cache around launch of your brand • Ensure your brand is built to last • Evaluate your brand regularly and make changes when necessary

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