what's your brand and yes, it's that important
TRANSCRIPT
What’s Your Brand?
@susanmcp1November 10, 2015
First things first… what are we talking about exactly?
Branding (noun): Branding for nonprofits is more than just your logo or name — a lot more. Branding is telling your story to your audience and showing why YOU matter. It’s about the experience and perception your audience has of your organization online, in-person, and on paper.
Think of Your Brand as a Person
Why does branding matter?
Great brands. Go.
Best-in-class
charity: water
TED
Bright Pink
The Adventure Project
Elements of a great brand
WHAT’S YOUR “WHY”?
Find your “why” – the golden circles
Find your “why” – questions to ask
• What keeps you up at night?• What would the world look like if you
had a magic wand?• What belief do you share with the
rest of the world?
Personality
What’s your personality?
Personable and friendly
Spontaneous and high energy
Modern or high tech
Cutting edge
Fun
Accessible to all
Corporate and professional
Careful thinking and planning
Classic and traditional
Established
Serious
Upscale
Strong design
Classic and traditional Modern and high tech
Tone of voiceHow would your organization say it?
“You wouldn’t happen to have a pen I could borrow, would you?”“Do you have a pen I can borrow?”“I need a pen. Now.”“Pass me a pen.”“Of course I forgot my pen again. Help?”“Pen please?”
Consistency across platforms
On-brand partnerships
This or that:
• Chipolte or Cracker Barrel?• LeBron James or Meryl Streep?• Apple or Samsung? • Delta or JetBlue? • Red Cross or charity:water?
Recap
Your brand needs:• A clear “why”• A personality • Design and tone to match that
personality • Consistency across platforms• The right people and partners
Questions?