BRAND ((messaging))TOOL KIT

non-profit

“The idea of brand extends much further than a logo, website or color scheme. A brand is a

psychological construct held in the minds of all those aware of the branded product, person,

organization, or movement.”

What is messaging?

Developing a solid identity to lead visual brand development, enhance organizational culture and build brand equity

Articulating an organizational profile: vision, mission, values, objectives, position, and personality.

((this is messaging))

GENERAL PROCESS

here’s another way to look at it:

messaging

strategy

deployment

VISION: the idea that originally sparked the creation of the organization + the notion of a better world that might be achieved

Vision requires courage.

Big ideas, enterprises, products, and services are sustained by organizations who have the ability to imagine what others cannot see and the tenacity to deliver what they believe is possible.

Vision Examples:Our vision is to be earth's most customer centric company; to build a place where people can come to find and discover anything they might want to buy online.

Our vision is a world in which every person enjoys all of the human rights enshrined in the Universal Declaration of Human Rights and other international human rights instruments.

Global diversity and inclusion is an integral and inherent part of our culture, fueling our business growth while allowing us to attract, develop, and retain this best talent, to be more innovative in the products and services we develop, in the way we solve problems, and in the way we serve the needs of an increasingly global and diverse customer and partner base.

what your organizatio

n does

what it leads to

economic benefit: community benefit:

Benefit mapping:

individual benefit:

A VISION FOR THE FUTURE: Create a “resume” for your organization--ten years from now

the expression of what this organization will do

(how the vision will be achieved)

Mission Statement Examples

To refresh the world...To inspire moments of optimism and happiness...To create value and make a difference.

To create content that educates, informs and inspires. To do this, PBS offers programming that expands the minds of children, documentaries that open up new worlds, non-commercialized news programs that keep citizens informed on world events and cultures and programs that expose America to the worlds of music, theater, dance and art.

The mission of Feeding America is to feed America’s hungry through a nationwide network of member food banks and engage our country in the fight to end hunger

Creating a Mission Statement

1. What does your company really do?

2. Four key elements to include: valueinspirationplausibilityspecificity

3. Keep it short and sweetConsider designing two mission statements,short-term vs. long term

Organization X serves (constituent groups) by (definition of the business)

Organization X is different from (competitor)

Because of (point of differentiation)

OR

(Constituent group) needs (insight/why). (Organization X) provides (differentiated solution)

Mission mad-libs:

Values:the organization’s belief system, which guides its approach  -abstract ideas that guide organizational thinking and actions.

-can be internal or external

TEN COMMANDMENTSHave each member of your leadership team create a list of your organizations’ “Ten Commandments.” Compare and contrast.

WOODLAND PARK ZOOCase Study:

BACKGROUNDIn the late 1880s, wealthy mill owner Guy Carleton Phinney purchased a large stake of land north of Seattle, near Green Lake. On it he built a large English-style manor. He also built a menagerie, leading to what would become the Woodland Park Zoo.

GOALS:Take the zoo’s identity into the 21st century by:

• Repositioning them as a fun, educational experience for visitors and as a serious conservation leader, locally and world-wide

• Streamline identity and naming system to establish a more cohesive and manageable program

• Establishing a brand platform to leverage it into a successful capital campaign

110 years later, the zoo approached Phinney Bischoff Design house to help develop a new brand-positioning and capital campaign strategy.

“We began with internal stakeholder interviews and collected countless stories about the value of the zoo to children and their families. The stories of kids making

connections with animals, feeling empowered by knowledge, understanding ecosystems, and taking action as young philanthropists

were inspirational.”

a world where people and communities protect animals and conserve their habitats to create a sustainable future

VISION:

MISSION:Woodland Park Zoo saves animals and their habitats through conservation leadership and engaging experiences, inspiring people to learn, care and act

“The most challenging brand attribute to communicate was the zoo's transportive experience—being somewhere else in the world and what the zoo does beyond its 92

acres.”

ValuesCommitmentCaring and RespectTeamwork and ParticipationInnovationIntegrityServiceFun