DESIGNING POSITIVE CHANGE

Intro to Branding for Nonprofits

Agenda •  Introductions

•  What do we mean when we talk about branding?

•  Common issues with nonprofit branding

•  The branding process

•  Elements of a brand guide

•  Technology roundup

Introductions Who’s in the room?

What do we mean when we say branding?

Logo? Our print stuff?

Color palette?

It’s all of it. It’s the persona you are projecting into the world.

This is who we are!

It’s all of it. More importantly, it’s the resonance of that persona.

Who you think you are

Who people think you are

Who you think you are

It’s all of it. Big problems start to happen when there’s a big discrepancy.

Who people think you are

A few issues we see all the time

Nonprofit branding issues 1.  Insiderspeak

2.  Talking to everyone all at once

3.  Starting from scratch with every design piece

4.  Talking about what you do to the general public

5.  No cohesion, especially among subprograms

Will writing down some rules help?

Yes, but maybe not.

The biggest brand killer is…

How to we overcome that? HINT: It’s something we’re already good at…

We build consensus!

Through a branding PROCESS that the STAKEHOLDERS participate in TOGETHER.

What does the branding process consider? 1.  Audiences

2.  Competition and market conditions

3.  The organization’s history

4.  Desired perception

5.  Visual style

6.  Positioning

Positioning – a good place to start (name of organization) does/provides (type of service) for

(main constituents) so they can (benefit)

LimeRed Studio provides creative services for nonprofits, higher ed and socially-responsible businesses so they cut through marketing noise and promote the ideas and programs that make people’s lives better.

Outcome of a branding process 1.  Market and audience research & analysis

2.  New or revised design/copy direction

3.  Positioning documents: external and internal

4.  Brand guidelines

Brand guidelines must-haves

•  Intro, executive summary

•  Mission, vision, positioning statement

•  Key audiences

•  Messaging and tone

•  Logo usage guidelines

•  Color palettes

•  Trademarks, Naming

•  Photography, infographic, illustration styles

•  Typography styles

•  Web standards and styles

•  Subprograms and other brands

•  Who to contact if you have questions

Brand guidelines must-haves

Brand guidelines nice-to-haves 1.  Organizational structure

2.  FAQs

3.  Audience / user profiles

4.  Business document templates

5.  Presentation templates

Things we use at LimeRed 1.  In-person workshops

2.  SurveyMonkey polls

3.  Phone interviewing

4.  Mural.ly

5.  Design software: Adobe Creative Cloud

THANK YOU

www.limeredstudio.com

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