branding & design for non-profits

Branding & design...

A short talk by Sergio Gutiérrez for the Northwestern University/Supplies For Dreams non-profit leadership conference.

Kellogg School of Management Auditorium, Evanston, February 16th, 2013

for non-profits

61 slides in 45 minutes. Hold on tight

Brands Design MarketingBuilding Selling

Creating value through design.

Capturing value through your brand.

Brand?

Why do I need a brand?

Org.

Org.Org.

Org.

Org.Org.

Org.

Org.

Org.

Org.Org. Org.

Org.

Org.

Org.Org.

Org.Org.

Org.

Because you are in a market and have competitors.

Because you are in a market and have competitors.

Because you are in a market and have competitors.

Other non-profits are also aspiring to a finite pool of resources: funding, talent, partners, media attention...

Org.

Org.Org.

Org.

Org.Org.

Org.

Org.

Org.

Org.Org. Org.

Org.

Org.

Org.Org.

Org.Org.

Org.

A brand is the by-product of a relationship between your organizationand people.

Org.Relationship.

Brand

A brand is a portfolio of meanings.

A gut reaction...

Brand management is the way that organizations have to own a set of meanings in people's minds – positioning.

Brand management is the way that organizations have to own a set of meanings in people's minds – positioning.

Organic?

Barack Mitt

Barack Mitt

Depending on the observer the gut reaction can be different.

Brand

Authentic Mean what you say.Can you deliver on your value proposition?

Simple to identify and understand. Clear signs, clear value proposition.

Engaging for your audiences – the “cool factor.”

Multidimensional: stories, partnership, messages, visuals, actions...

Consistent.

A story. Easy to remember, easy to re-tell.

qualities

The brand is built across alltouchpoints and over time. The different manifestations of your organization have to be consistent and "on-brand".

Programs

Brand communications

PR stories

Advertising

Partnerships

Volunteers

Employees

Speakingengagements

Social media Leadership

Visual identity

Verbal identity

Website

Sponsors

“My life is my message.”Mahatma Gandhi

Building a brand is more about “behaving” than “saying.”

Saying "We are sustainable" vs. being sustainable.

Your brand values should inform your behavior.

Brand strategy aims at creating the desired brand associations in the minds and hearts of your target audiences.

Making it

happen.(a simple framework for you to use)

1.ResearchYour market, competitors, targets, user context.

What's your brand's opportunity space?

2.Target definition.Who you want to connect to?"Paint a rich picture" of your users and stakeholders: who are they and what do they want?

USERSSPONSORSMEDIAEMPLOYEESVOLUNTEERSETC.

4.Activation across touchpoints.Bringing the brand to life.

BRAND DESIGN. MARKETING MATERIALS. COMMUNICATION&PR PLAN.FUNDRAISING CAMPAIGNS.VOLUNTEER CAMPAIGNS.ETC.

4b.Building.Consistency over time.Innovation to keep the brand alive and people listening.

3.Brand Platform definitionBased on your research define a brand platform that is compelling and relevant for your core targets.

MISSION. VISION. VALUES. VALUE PROPOSITION. (for each target)

Branding framework.

A brand with impact.

“Every dollar we invest in high-quality early education

can save more than seven dollars later on…”

President Obama,State of the Union address, 2013

James Heckman is an American economist

and Nobel laureate.

He created the Heckman Equation to share his and others' findings on early childhood education investment.

The Heckman equation empowered citizens, through marketing materials and other brand touchpoints, to spread the word AND lobby their representatives.

Design?

DesignThinking

DesignMethods

DesignOutputs

The mindset The tools The products

DesignThinking

DesignMethods

DesignOutputs

The mindset The tools The products

DesignThinking

The mindset

Design is user-centric.

Design is getting to the logic of things through the "logic" of people.

Design is planning how organizations, services, processes, ideas interact with people.

Everything is designed (hopefully well designed) to serve a purpose, to solve a problem, to tap into an opportunity.

Design...

Design is an approach, thinking that there’s always a better solution, an iterative process of refinement, collaborative.

Design uses visual tools to align and communicate across teams.Design aims at creating systems-based solutions. Design is, ultimately, about changing behaviors, getting people to do something.

Design...

The trick is to look at problems from the user’s perspective and build solutions based on deep user understanding.

You can be a “non-profit designer”

Stefan Moritz, 2005

You can be a “non-profit designer”

Some examples.

A scalable system for providing vision exams and eyeglasses in poor, remote communities in India.

Designing better training for farmersin Kenya.

The goal Relevant, compelling & usable solutions

for your users that solve a problem.

“We want to help them but they won't let us.” Basic rules for effective design.

Do you *know* your users? Have you developed real empathy?

Do you really understand what the underlying problem is?

Have you created a solution that is easy to adopt for your users?

Thinkobesity,gang violence,teen pregnancy,think pollution...

Think 5 whys.

Problems live in a system. They're connected to other problems.

Don’t make too many assumptions based on past experiences or successes. The same problem can take a different shape depending on the user group and its surrounding factors (culture, economics, etc.)

DesignThinking

DesignMethods

DesignOutputs

The mindset The tools The products

DesignMethods

The tools

Making it

happen.(a simple framework for you to use)

1.Research to gain insight.Spend time with the users and the problem.Don't make early judgments.

Learning time!

2.Synthesize insights.Use Collaboration-friendly format so everybody can contribute and frame the right problem(s).

Workshopping time!

4.Prototype solutions.And test them with users, see if they meet the requirements and are effective.

4b.Iterate, Measure & Refine

Gather user feedback and user it to iterate and refine the prototype. Keep learning!

5.Launch (small)

3.Ideate solutions based on those insights.Collaborate with teams, users and other stakeholders.

Workshopping time, again!

Non-profit design framework.

1.Research to gain insight.Spend time with the users and the problem. Don't make early judgments.

Learning time!

Ethnography.Contextualized interviews.Observation.Shadowing.

(Spending time with users.)

Non-profit design framework.

1.Research to gain insight.Spend time with the users and the problem. Don't make early judgments.

Learning time!

Self-documentation.

Crowdsourcing.cultural probes.

Non-profit design framework.

1.Research to gain insight.Spend time with the users and the problem. Don't make early judgments.

Learning time!

Secondary research –i.e. literature review.

Non-profit design framework.

2.Synthesize insights.Use Collaboration-friendly format so everybody can contribute and frame the right problem(s).

Workshopping time!

Affinity diagram.

Non-profit design framework.

2.Synthesize insights.Use Collaboration-friendly format so everybody can contribute and frame the right problem(s).

Workshopping time!

Empathy map.

Non-profit design framework.

2.Synthesize insights.Use Collaboration-friendly format so everybody can contribute and frame the right problem(s).

Workshopping time!

Stakeholder map.

Non-profit design framework.

Source: organ-donation-master-thesis.blogspot.com

2.Synthesize insights.Use Collaboration-friendly format so everybody can contribute and frame the right problem(s).

Workshopping time!

User journey.

Non-profit design framework.

3.Ideate solutions based on those insights.Co-create: collaborate with teams, users and other stakeholders.

Workshopping time, again!

Non-profit design framework.

4.Prototype solutions.And test them with users, see if they meet the requirements and are effective.

Gather user feedback and use it to iterate and refine the prototype.

Keep learning!

User journey.Role playing.Wireframes.Life-size experiences.

Non-profit design framework.

4b.Iterate, Measure & Refine

Gather user feedback and user it to iterate and refine the prototype. Keep learning!

Non-profit design framework.

5.Launch (small)

Pilot.

Good reads

Thanks for watching.Talk soon.Twitter@sergiogm_