Branding Your NGO

with PR

Mary SchnackWashington DCmary@maryschn

ack.com

Your most valuable asset.

Emotional connection between you and your audience.

BrandingWHAT is a

brand ?

Branding

Size of Non-Profit Doesn’t Matter

BRAND your

UNIQUENESS

Basic Branding Principles

Brand Name

Narrow Your Focus

Build Your Brand with PR

Visual and Verbal

• Visual (logo)• Verbal (short message/tag line)

– Description– Benefits

How do you want the public to think of you?

What differentiates you from your competitors?

How can I position myself to reflect these unique characteristics?

How can you build customer loyalty? And how do you communicate that?

Do your logo and tagline act effectively in building brand awareness?

Branding isVisual and Verbal

Creating a Brand

Decide

Describe

Publicize

Decide

Who are you?

What do you want to

be?

Describe:Brand Positioning Statement

Brand positioning will allow

you to communicate

effectively why you are the

best solution for your

customers.

Publicize Third Party Endorsement

Be the “Expert”

Speeches, Publicity

TELL YOUR STORY!

Tout Your Success

Let others know!

Promote Your Strengths

ALWAYS remind them

why you’re SPECIAL

Put Your Brand EVERYWHERELetterhead, Business

Cards

Website and E-Mail

Advertising

Give-aways

Social Media for Personal Branding“Blow your horn” or “Communicate

your Passion”

Create an Awareness for your Expertise

Point to your blog

Share openly and pay it forward

Help people=receive recommendation

Doesn’t replace face-to-face

Online BrandingWell-designed professional

website

Carefully consider photos/videos on Facebook, YouTube, Connected-Women, etc

Google yourself!

The Branding Promise

CONSISTENCY

Drivers of Brand AWARENESS

Advertising

Media Presence

Word of Mouth

Drivers of Brand LOYALTY

Relationships

Customer Satisfaction

Perceived Value

www.MarySchnack.com

PR Works e-book. Only $10

Skype:CommBridges

mary@maryschnack.com