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The bottom line of Branding is how your constituents FEEL about you

“People will forget what you said, people will forget what you did, but people will never forget how you made them feel.” - Maya Angelou. The bottom line of Branding is how your constituents FEEL about you. Today. Demystify “branding”: what it is and what it isn’t

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The bottom line of Branding is how your constituents FEEL about you

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  1. “People will forget what you said, people will forget what you did, but people will never forget how you made them feel.” -Maya Angelou

  2. The bottom line of Branding is how your constituents FEEL about you

  3. Today Demystify “branding”: what it is and what it isn’t Simple suggestions on how to enhance your organization’s Brand Co-Branding with AmeriCorps

  4. Demystifying Branding Buzz words and phrases: Brand Architecture Unique Value Proposition Brand Loyalty Integrated Marketing Communications Blah, blah, blah…

  5. BrandingWhat is it - - ReallyToday, it’s a ubiquitous concept – it’s everywhere – everyone talks about their “Brand”Celebrities - OprahAthletes – the LeBron James “brand” TV Shows – AC360; “must-see TV”Politicians

  6. Branding is a way for people to remember you and to understand what is unique and special about you

  7. Branding has become increasingly important in the non-profit world Organizations large and small are focusing on their “brand” That said, this aspect of managing a non-profit is still the most overlooked

  8. The Foundation Center New Course!Brandraising: Raise Visibility & Money Using Communications TUES, November 5 | New York | $295 per person This day-long workshop will challenge you to think about what's unique about your organization and why people should be interested in supporting your cause. You'll learn about ways to create a compelling brand that expresses the positioning and personality of your organization, attracts donors or program participants, and takes your organization to the next level. Through a series of exercises and case studies, you'll better understand the tools you need to communicate online and off, and ensure your organization's staff and board are speaking with one voice. At this course, you will learn: How to use positioning and personality to help keep all your work on track How to speak with a unified organizational voice across all channels, in all tools How other nonprofit organizations have used brandraisingtechniques to reposition themselves in a fresh, modern way

  9. Seminars such as this can be very helpful, if… You have the resources of time and personnel and money to invest. But, most of us don’t As we will discuss later, there are some simple ways you can evaluate and enhance your brand

  10. What Branding Is Not…. It’s not your name It’s not your logo It’s not your messages Those are just tools

  11. It is… The summation of how all your varied constituents feel about you as expressed in the words they use

  12. Let’s Break it Down A brand resides within the hearts and mindsof all your stakeholders. It is the sum total of their experiences and perceptions, some of which you can influence, and some that you cannot. It is the identity – the image – that your stakeholders have of your organization.

  13. hearts and minds • It’s emotional and practical • It’s goes beyond the things you do to… • the way you make people feel. • For a food bank, it’s the number of meals you serve and the number of people you help. But, it’s also the way the stakeholders feel about organization providing the service: • - Clients • - Donors • - Suppliers • - Staff • - Public Officials

  14. Positive Feelings Reliable Trustworthy Honest Compassionate Committed Forward-thinking Dynamic Approachable Your organization and your brand have qualities that you would ascribe to a person. Ask yourself, what words would fit your brand?

  15. You try to influence as much as you can through • Your messaging. • Delivering on your promise.

  16. At the end of the day, your stakeholders will decide what is • your true Brand Identity. • If you provide a valuable service. • If you deliver it well. • If you communicate it honestly and effectively… • You will have a valuable Brand. • But, always remember, • Branding is not a magic wand! • You have to monitor your Brand • all the time

  17. How do you know your Brand Identity? As we said…your stakeholders will tell you. If they are aware of you and speak of you in strong, positive, emotional terms, you have a strong Brand Identity. If they use some or many of the messages and phrases that you use, then you have a strong Brand Identity. If they support your organization in the ways you want them to, you have a strong Brand Identity. Ask yourself: What is the true Brand Identity of your organization?

  18. Think about each of your stakeholder groups • Have they heard of you? Policy makers? Media? Public at large? • If asked, what would they say about your organization? • Would they say what you want them to say? The messages you’ve put out there on your website, in your presentations, in your other communications? • What personality traits would they ascribe? • Would their responses be emotional, or would they only be about the things you do?

  19. Enhancing Your Brand Conduct a Brand Audit to: Learn how you are perceived by your stakeholders Evaluate everything that contributes to your Brand Identity

  20. Brand Audit Checklist External Stakeholders: Develop a simple questionnaire Conduct some face-to-face and some mailings Internal Stakeholders: “Focus groups” with volunteers Board and staff retreat

  21. Brand Audit Checklist Communications Have people you know call the main phone number to evaluate customer service Pull together all communications materials and look for: Consistency and Clarity Review what other organizations doing similar work in other geographic areas are saying

  22. To Tag or Not to Tag… A tag line can be a great way to convey your Mission It can also give emotional depth and expansive meaning to organizations with less memorable names It can help change the public’s perception of your organization and provide a statement of the true value you offer the community It can be a rallying cry for your staff and board But, too many tag lines are non-descript and miss the opportunity to draw people into your organization

  23. To Tag or Not to Tag… A few guidelines Try to Avoid “Organization-speak” and Clinical Language – Do use words and phrases that all your constituents would understand Over-used language – E.g., “excellence,” “caring,”, “hope,” “evidence-based”, “world-class” Long statements

  24. To Tag or Not to Tag…A few guidelines Try to include… Words and phrases that capture the emotional benefits of what you do…how your services make a positive impact on those you serve Expressions that your organization can “own”…your “essence” Phrases that can be all-encompassing of your services…without listing all your services

  25. To Tag or Not to Tag… Some Examples: “Because the earth needs a good lawyer” - Earthjustice “If you want to be remembered, do something memorable” - The Cleveland Foundation “Nothing Stops A Bullet Like A Job” - Homeboy Industries “ Feel the warmth of a cold nose” - Maryland SPCA

  26. Co-Branding with AmeriCorps WHY????? It’s required It helps enhance AmeriCorps It helps you

  27. It’s RequiredGuidance on Outreach and Engagement for the AmeriCorps Community

  28. By January 2014, all grantees must verify that all digital properties, media materials, and other relevant items reflect their association with AmeriCorps. Here are prime examples of how to execute the branding association: The standard AmeriCorps logo (or 20th Anniversary logo) prominently displayed on websites, most notably on the home page and “about us” sections The standardized language used to describe the program in press releases and other public documents will identify the organization’s AmeriCorps affiliation, and, when appropriate, directly reference the 20th anniversary All gear for AmeriCorps-funded programs will include the AmeriCorps logo (grantees have the option of using the commemorative 20th Anniversary logo, although it is not required, as the principal objective is strong brand association) All sites where AmeriCorps members are serving, especially those to which elected officials or private-sector partners are invited to visit, should have signs or posters that feature the grantee and AmeriCorps logos

  29. Co-BrandingBenefits to AmeriCorps Promotes the Brand broadly across the country Emphasizes the good works being accomplished with public funds Importantly, does so in the districts and states of the legislators who determine future funding

  30. Co-BrandingBenefits to You Leverage AmeriCorps’ standing as “The Domestic Peace Corps” Tie in with events and themes Recruitment Funding

  31. How It’s Being Done Loud & Proud!!!!! Moderately Barely or not at all

  32. Examples of “Loud & Proud” Monroe Community College The Service Collaborative of Western NY Oswego County Youth Bureau Genesee County Youth Bureau Jumpstart

  33. Web site designed by Cayuga Community College Intern Dana Swenszkowski.[Oswego County Homepage] [Site Index] [Camp Hollis Homepage] [Camp Zerbe] [Youth Court] [AmeriCorps] [Leadership Oswego County Youth] The Oswego City-County Youth Bureau is jointly operated and funded by the County of Oswego and the City of Oswego. The Youth Bureau coordinates, administers youth programs throughout Oswego County including AmeriCorps, Youth Court of Oswego County, Youth Advisory Council, Camp Hollis, and Camp Zerbe

  34. GenesseCounty Youth BureauYouth BureauAbout the Youth BureauYouth Bureau StaffFunding for Youth ProgramsYouth Recognition BanquetGenesee County AmeriCorpsYouth Lead the Way: Countywide SADDReality Check: Exposing Big TobaccoGenesee County Youth CourtAnnual ReportProm After Party  ApplicationEnviroChamps Camp 2013Genesee Youth Lead Application What is AmeriCorps?AmeriCorps is a program of the Corporation for National and Community Service.  The Corporation’s mission is to improve lives, strengthen communities and foster civic engagement through service and volunteering.  Other Corporation programs include Senior Corps and Learn & Serve America. Throughout the country, Americans of all backgrounds are engaged in service to meet community needs.  Genesee County AmeriCorps members bring this dedication and commitment to our area. 

  35. AmeriCorps, National Service Sponsor Jumpstart has been a proud member of the AmeriCorps network since 1996. That year, Jumpstart recruited 80 AmeriCorps members, and since then our partnership with AmeriCorps has grown tremendously. As Jumpstart’s national service partner, AmeriCorps gives us the tools to succeed. This partnership strengthens the nation's communities, and our future, by connecting talented, energetic individuals with young children in need. AmeriCorps is a network of local, state, and national service programs that connects more than 70,000 Americans each year in intensive service to meet our country's critical needs in education, public safety, health, and the environment. Jumpstart is proud to be a part of this network and looks forward to continuing our partnership with AmeriCorps.

  36. How do we do all this? Conduct a Brand Audit Develop profound messages and tag lines Optimize Co-Branding opportunities

  37. How do we address branding and co-branding? Hire an expert Learn from your colleagues Get the Board involved Seek pro bono help Give assignment to a college class Or….

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