branding for the small nonprofit

BRANDING for the SMALL NONPROFIT

Branding for the Small Nonprofit • @juliareich

2Branding for the Small Nonprofit • @juliareich

JuLIA ReIch

STONe SOuP cReATIve

Introduction


Brand Awareness Quiz


Brand Awareness Quiz (1)

What is a brand?



Have you determined your nonprofit's brand values?

YES NO



Are you clear on the personality of your nonprofit's brand?

YES NO



Have you ever asked your PSIs about their perception of

your nonprofit's brand?

YES NO



Have you analyzed your competitors' brands?

YES NO



Do you know what differentiates your brand from the competition?

YES NO



Is your brand the leader in its category?

YES NO



Does your nonprofit have an annual marketing budget?

YES NO



Is your brand the first, or best, in anything?

YES NO



Are you clear on the results your customers get from the

value you provide?

YES NO



Do you know the colors of your competitors’ brand palette?

YES NO



Do you know the colors of your nonprofit's brand palette?

YES NO



Are your internal communications effective?

YES NO



Have you ever surveyed your employees?

YES NO



Have you ever surveyed your PSIs?

YES NO



Is your logo consistent on your signs, business cards

and other marketing?

YES NO



Do people rave about your nonprofit?

YES NO



Do you know who your PSIs are?

YES NO



Does your entire staff know your brand story?

YES NO



Have you ever done an internal brand audit?

YES NO



Does your nonprofit have a graphic standards manual?

YES NO



Is your brand powerful enough to attract partners?

YES NO



Do your PSIs perceive your brand as larger than it really is?

YES NO


Brand Awareness Quiz - results!

Uh, starting with a clean slate?

You're in the right place!

Not bad...

Great! You know who you are!

0-5

6-11

12-17

18-23


• Branding 101

• Branding exercises

• Pacific Crest's branding journey


Be authentically YOU


Be authentically YOU

• Integrity

• Respect

• Excellence

• Innovation

• Generosity

• Passion


You can't NOT brand...

You have a brand whether you like it or not.

Really the only choice you have is how actively you want to shape and manage that brand.

— Ingrid Srinath, Executive Director Childline India


What is a brand?

. . . in the truest sense, the synonym for brand is ‘reputation.’ It’s the power of a blend of ideas, a sense of identity, and it helps consumers make decisions in a crowded marketplace.

— Robert Friedman, fearlessbranding.com


For-profit vs. non-profit brands

For-profit

Focus is on consumers and driving profits

Positioning is about gaining a competitive advantage

Building a reputation means tightly controlling the brand

Non-profit

Focus is on implementing mission and creating trust

Positioning is about clarifying the brand to build trust and support collaboration

Building a reputation means engagement and inviting participation


Touchpoints

LogoExhibits

Radio Spot

Voicemail Message

Email Signature

Customer Service

Tradeshow Booth

Facility Appearance

Yard sign

Brochure

Ads

Area Around Building

PostersPostcard

Speeches

Blog

Social Media

Business Card

Promotional Fliers

Signage

Website

Brand


What makes branding work?


Logos get their power from the brand



HONESTYCARINGRESPECTRESPONSIBILITY


Brands get their power from values

BRAND

vALueSaRRow 1

aRRow 2


• A strong conviction of the

organization’s mission

• an honest look at the

organization's values

• a commitment from decision

makers to get involved

• a willingness to throw out old habits and start from scratch

Branding - what it takes:


Brand Recipe


Perception Balancing

1. Baseline Brainstorming 1A

2. Baseline Brainstorming 1B: Current Perceptions

3. Baseline Brainstorming 1C: Desired Perceptions

4. Linking Business Attributes w/ Creative Solutions


Linking business attributes with creative solutions


Perception Balancing - goals

• To be able to see the current state of the organization’s brand perception, and agree on where you need to go

• To bridge the gap between the creative process and the bottom line

• To help non-marketing people see the value of creative solutions

49Branding for the Small Nonprofit • @juliareich 49Branding for the Small Nonprofit • @juliareich


Introduction video


Communicating our brand

Without any full-time staff:

1. Know their brand

2. Understand their business model

3. Have developed a robust volunteer workforce

4. Use technology

STuART POMPeL

PAcIFIc cReST

@StuartPompel


Pacific Crest before 2013

What are we?

Are we a youth arts organization?

Or are we just a drum and

bugle corps?


Structure of a youth arts organization

PROGRAMS OPeRATIONS

Drum and Bugle Corps

“Corps at the Crest”

Educational Camps

School Outreach

Golf Tournament

Sneak Preview

Direct Mail

Merchandise Sales


Questions posed...

What is Pacific Crest Youth Arts Organization?• What is our character and personality?

• Exactly what do we do?

• What value do we provide our participants?

Where is PC headed?• How are we perceived now, and how do we want to be perceived?

What is unique about PC?• Who else is occupying the space? What are we competing for?

55Branding for the Small Nonprofit • @juliareich 5516NTC - The Little Brand That Could - #16NTClittlebrand

Pacific Crest is...

… a community, a second family for its members

… competitive

… an educational experience

… develops leadership

… a performing arts organization

… a structured program

… focused on youth

… fun!


Pacific Crest is...


Structure of a drum and bugle corps

Golf Tournament

Sneak Preview

Direct Mail

Merchandise Sales

“Corps at the Crest”

Educational Camps

School Outreach

Drum andBugle Corps


The bottom line (literally)

Knowing your brand

Create evangelists

Identify your program goals

Tell your story

Fundraising and outreach

Sustainability

enables you to clearly…

who help you…

that will…

which impacts your…

which improves your…


Brand message #1

Pacific Crest challenges committed young performers in a superior quality performance ensemble with similarly motivated peers.


Brand message #2

Pacific Crest develops the technical and artistic performance skills of our students though a highly intricate blend of music and movement

that’s performed for live audiences around the country.


Brand message #3

Pacific Crest changes students’ lives through a rigorous rehearsal schedule, mentoring, and a summer performance tour that builds

character and develops maturity and leadership.


Facebook posts

Similarly motivated peers


Facebook campaign

Superior quality


Facebook campaign

Performance excellence

Second family


https://youtu.be/i4L1Kry3kJQ Logo update


Logo update

BeFORe AFTeR


Logo update


Logo update PACIFIC CREST LOGO - FILESVertical full color version

Vertical black & white version

© 2013 Pacific Crest • Prepared by Julia Reich Design | juliareichdesign.com | 315.364.7190

Electronic Pacific Crest logo files are available in eps and jpg formats. The files are available on the provided CD.

Full Color Logo - Vertical versionPrint: PacificCrestLogoVert.epsOnline: PacificCrestLogoVert.jpg

Full Color Logo - Horizontal versionPrint: PacificCrestLogoHorz.epsOnline: PacificCrestLogoHorz.jpg

Two Color Logo - Vertical for black backgroundPrint: PacificCrestLogoforBlackBGVert.eps

Two Color Logo - Horizontal for black backgroundPrint: PacificCrestLogoforBlackBGHorz.eps

Black & White Logo - Vertical versionPrint: PacificCrestLogoBlackVert.epsOnline: PacificCrestLogoVert.jpg

Black & White Logo - Horizontal versionPrint: PacificCrestLogoBlackHorz.epsOnline: PacificCrestLogoBlackHorz.jpg

White Logo - Vertical versionPrint: PacificCrestLogoWhiteHorz.eps

White Logo - Horizontal versionPrint: PacificCrestLogoWhiteHorz.eps

Horizontal black & white version

Horizontal white version

Vertical two color version - for black background Horizontal two color version - for black background

Horizontal full color version

Vertical white version


Small nonprofit branding? Yes, you can!

Here's why it works:

• The brand reflects the organization's

strategy, mission and values

• Internally: decision-makers agree

• Externally: the brand is authentic

• Taking control puts you in charge


To sum it all up...

• Branding isn't mysterious

• You can’t not brand

• Taking control puts you in charge

• Uncovering your values and personality will help to develop an authentic brand

branding for the small nonprofit

Marketing