Download - Profile raising: the power of your brand
• Kim Cable, Director of Markethub Marketing and Fundraising Services; and Communications and Marketing Manager at Community Waikato
Introduction
An emotional connectionA brand simply put, is what a person FEELS when they come into contact with any part of your organisation. This may be your customer service, your product, your advertising, the look of your business, your logo…anything that makes them aware of you
What is a brand?
What is a brand?So…
Your brand is not what YOU say it is…
Your brand is what THEY say it is
Brands are defined by individuals, not by companies.
Why is it important to manage your brand?
• When you interact with people, both online and offline, they’ll build up an image of who you are over time.
• You want to be in control of all of those impressions.
Why leave your professional brand to chance?
• You should manage your organisations brand to ensure the impression people have of your organisation is one you want them to have
Why do we care about branding?
• When it comes to choosing what causes to support, or what products and services to purchase people have too many choices
• A brand differentiates you• Consumers base their buying and spending
choices on trust
TRUST“I feel confident they make the best use of each dollar donated”Female, 55-59, Waikato
“St John acted fast and is the reason my ten-week-old son made it into this world.”Female, 25-29, Canterbury
St John: 2014 Winner of most trusted charities brand NZ
Why do we care about branding?
• It is important to know yourself to sell yourself
• When you are passionate about what you do, and know the value of your organisation it is easier to sell yourself and attract funding and support
Marketing StrategyThe approach you will take to achieve your goals
e.g. promote our charity event to local families
Raising your profileRaising your profile is about your organisation:• Creating a clear and compelling proposition (elevator
pitch)• Understanding your unique selling points (USP)• Understanding the needs of the people you are trying to
reach (your target audience)• Finding the right ways to communicate your clear and
compelling proposition and your USP to your target audience
Unique Selling PointsThe ways your organisations service is different to anyone else's service, and why it is important
Target AudienceThe people you want to communicate with
Donors
BoardFunders Government
Beneficiaries
Maori
Local families
Community Sector
Sponsors
Communication toolsPress releases
Billboard
Advertisements
E-newsletter/ email
Banner
Website
Guest speaker
Letter to the editor
Community noticesBlog
Be Customer Focused/ Donor centricInvolve your Audience
Bring your audience into the creative processCreate a dialogue with them, rather than one way communication
Your Organisation
Message Consumer
Now what• Develop your marketing plan, and determine your brand
tone and visual identity• Create your clear and compelling proposition• Identify your Unique Selling points• Define your target audience • Choose which
communication strategies will work best
• Take into account your resources (time, budget)