Community Awareness Through Branding

Presented by Kim Carpenter DrakeVice PresidentCenter for Nonprofit ManagementJune, 2013

Why does a BRAND matter?

Three Keys to Unlock the Valueof Your Brand

Branding Basics Tips and Techniques Brand Loyalty and the

“Power of the People”

BRANDING BASICSPART ONE:

The American Marketing Association defines a brand as:

“A name, term, sign, symbol or design, or a combination of them,

intended to identify the goods or services of one seller or group of sellers

and to DIFFERENTIATE them from those of others.”

Why does brand matter?

TrustValueHistory

Respect Reputation Social Value Prestige

A Successful Brand Will:

Deliver your message clearly Make your organization unique and

memorable Connect emotionally with your target

audiences Motivate and encourage these

connections Extend loyalty over time

Extend loyalty? Connect emotionally?

Imagine you are on vacation…

What if your organization made people feel this way?

TIPS AND TECHNIQUESPart Two:

We aren’t Coca-Cola!

It sounds easy to build the value of a multi-million dollar brand but what about us?

Even a small budget can yield big rewards

Be everywhere

Create consistency

Leverage assets

Sneeze often

Everything You Do and Say

Mailings Events Publicity Brochures

Meetings Social Media Proposals Web Sites

Create Consistency

Business cards and stationery

Internet presence Voice mail system Email address and

protocols Brochures and annual

report Solicitations

Drake County Public LibraryDrake County Imagination Library Program

October, 2009

Dear Mrs. Bell,

Please join us in bringing the joys of reading to the young children in Drake County.

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Best regards,

Kim Drake

President, Drake Public Library

In partnership with the Governor’s Books from Birth Foundation and Dolly Parton’s Imagination Library

Your brand must be integral to everything you do.

Think of it as the package in which you protect and deliver your products, services, people and programs.

Exercise #1: How can we improve the use of our brands?

1. Who are your target audiences?2. How do you reach them?3. What do you want them to know about you?4. Who else is competing for their loyalty and

attention?

ASSET OR OBSTACLE?Name and Fame

The Value of Celebrity and a High Profile

Visibility

Credibility

Viability

Exercise #2:

Think of THREE celebrity endorsements or spokespersons. What product or nonprofit do they represent? How do they add power to their brand? Why does the relationship work? Why?

A few of my favorites…

MANAGING THE BRAND ASSETPart Three:

Your Brand As an Asset

“The New Global Brands” says:

“For many nonprofits organizations… their brand is the most important asset they have…

Businesses are also increasingly searching for opportunities to form partnerships and co-branding programs with high-profile nonprofits. If nonprofits are unaware of the value of their brand, they run the risk of not extracting the full value from these partnerships”

Logo & Brand Guidelines from our Friends at the Dollywood Foundation

The Dollywood Foundation requests the following: Use of the DPIL logo Explicit permission to use Dolly’s image The use of the full name for the program “Dolly Parton’s

Imagination Library”

They also provide a variety of promotional materials for partners to use – so be sure you are taking advantage of this generous offer!

Pitfalls to Avoid

Perception Branding by Modern8

“Brands should be thought of as a set of values implied by the products, services and experiences – not by the symbol. The symbol [logo] is just the visual manifestation of the brand.

The logo is the

“visualization of the emotional reality”

THE GREATEST VALUE OF BRANDS: LOYALTY

PART FOUR:

Experts on Loyalty

There are many different authors who have talked about this key component and the great satisfaction of brand development and loyalty Seth Godin Malcolm Gladwell – the Tipping Point McConnell – Creating Customer Evangelists

What makes someone a “customer” evangelist?

They participate and believe They are loyal and passionate They “purchase” your products as gifts for

others They forgive occasional dips in quality They are not bought – they share their

passion freely They feel a part of something bigger than

themselves

Why Evangelism Works

The volunteer “salesperson” is trusted

The advice is coming from an independent source

The message is usually genuine

The value is personalized to the recipient

The referrer explains the value until it is fully understood by the recipient

Conclusions

We discussed some of the best known brands in the marketplace and why brand matters

We looked at ways in which celebrity and high profile branding value can benefit your organization

We took this one step further and looked at the role of the customer evangelist

Questions? Comments?

Thank you!You can reach me at kim@cnm.org