branding your ngo with pr mary schnack washington dc [email protected]
TRANSCRIPT
Branding Your NGO
with PR
Mary SchnackWashington DCmary@maryschn
ack.com
Your most valuable asset.
Emotional connection between you and your audience.
BrandingWHAT is a
brand ?
Branding
Size of Non-Profit Doesn’t Matter
BRAND your
UNIQUENESS
Basic Branding Principles
Brand Name
Narrow Your Focus
Build Your Brand with PR
Visual and Verbal
• Visual (logo)• Verbal (short message/tag line)
– Description– Benefits
How do you want the public to think of you?
What differentiates you from your competitors?
How can I position myself to reflect these unique characteristics?
How can you build customer loyalty? And how do you communicate that?
Do your logo and tagline act effectively in building brand awareness?
Branding isVisual and Verbal
Creating a Brand
Decide
Describe
Publicize
Decide
Who are you?
What do you want to
be?
Describe:Brand Positioning Statement
Brand positioning will allow
you to communicate
effectively why you are the
best solution for your
customers.
Publicize Third Party Endorsement
Be the “Expert”
Speeches, Publicity
TELL YOUR STORY!
Tout Your Success
Let others know!
Promote Your Strengths
ALWAYS remind them
why you’re SPECIAL
Put Your Brand EVERYWHERELetterhead, Business
Cards
Website and E-Mail
Advertising
Give-aways
Social Media for Personal Branding“Blow your horn” or “Communicate
your Passion”
Create an Awareness for your Expertise
Point to your blog
Share openly and pay it forward
Help people=receive recommendation
Doesn’t replace face-to-face
Online BrandingWell-designed professional
website
Carefully consider photos/videos on Facebook, YouTube, Connected-Women, etc
Google yourself!
The Branding Promise
CONSISTENCY
Drivers of Brand AWARENESS
Advertising
Media Presence
Word of Mouth
Drivers of Brand LOYALTY
Relationships
Customer Satisfaction
Perceived Value
www.MarySchnack.com
PR Works e-book. Only $10
Skype:CommBridges