what’s your brand?: how smart communications can bring long-term gains for your organization

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What’s Your Brand? How smart communications can bring long-term gains for your organization. Christopher Horn Director of Communications American Forests [email protected] Twitter: @jhawk10is Mark DeSantis Community Partnerships Program Manager National Park Foundation [email protected]

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Short-staffed. Limited resources. Overworked. Sound familiar? You’re not alone. By answering the simple question, “What’s your brand?” organizations can open the door to increased visibility and stronger engagement from their community—whether it’s volunteers, policymakers, corporations or individual donors. From storytelling to graphic design to grassroots engagement, this presentation will demonstrate how strong brand management can create financial success for your organization—without exhausting your limited resources.

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Page 1: What’s Your Brand?: How Smart Communications Can Bring Long-Term Gains For Your Organization

What’s Your Brand?How smart communications can bring long-term gains for your organization.

Christopher HornDirector of CommunicationsAmerican [email protected]: @jhawk10is

Mark DeSantisCommunity Partnerships Program ManagerNational Park [email protected]

Page 2: What’s Your Brand?: How Smart Communications Can Bring Long-Term Gains For Your Organization

What’s Your Brand?

What is a brand?

Page 3: What’s Your Brand?: How Smart Communications Can Bring Long-Term Gains For Your Organization

What’s Your Brand?Branding and Community Forestry

● Breaking up “community forestry”

● Your brand is the first introduction to your organization

● A well-defined brand can differentiate you from other forestry organizations

Page 4: What’s Your Brand?: How Smart Communications Can Bring Long-Term Gains For Your Organization

What’s Your Brand?Why Your Brand Is an Asset

● Reinforce mission statement

● Tell your story

● Build Capacity and Friend-raising

Page 5: What’s Your Brand?: How Smart Communications Can Bring Long-Term Gains For Your Organization

What’s Your Brand?Reinforce Your Mission Statement

● Who are you?

○ NGO vs. For-Profit vs. Government Agency○ Environmental, Beautification, Education, Service, etc.

● Mission achievement

○ Evaluation of your work○ An opportunity to avoid “mission creep”

Page 6: What’s Your Brand?: How Smart Communications Can Bring Long-Term Gains For Your Organization

What’s Your Brand?

What you can do● Gather information from constituents

● Brand workshops

● Testing with staff and board of directors

● Consultant evaluations (budget

contingent)

Page 7: What’s Your Brand?: How Smart Communications Can Bring Long-Term Gains For Your Organization

What’s Your Brand?Tell Your Story

● Define your audience

● Develop your identity

● Explore communications channels

○ Digital○ Physical

Page 8: What’s Your Brand?: How Smart Communications Can Bring Long-Term Gains For Your Organization

What’s Your Brand?

What you can do● Gather information from constituents

● Use data/analytics to drive content

strategy

● Implement slight alterations at little to

no cost

● Brand consultation (budget contingent)

Page 9: What’s Your Brand?: How Smart Communications Can Bring Long-Term Gains For Your Organization

What’s Your Brand?Build Capacity and Friend-Raising

● Break through the noise and reach donors

○ Find your donors [both current and future]

● Create not just a brand - but a personality

○ Brand equity and asset value

● Effective and consistent communication

Page 10: What’s Your Brand?: How Smart Communications Can Bring Long-Term Gains For Your Organization

What’s Your Brand?

What you can do● Evaluate your donor base

● Review solicitations to reflect the “new” brand

● Determine most effective and appropriate communications channels for your organization and focus your energy there

Page 11: What’s Your Brand?: How Smart Communications Can Bring Long-Term Gains For Your Organization

What’s Your Brand?

Questions?

Page 12: What’s Your Brand?: How Smart Communications Can Bring Long-Term Gains For Your Organization

Thank you!