who are you? branding your nonprofit
TRANSCRIPT
HBIF Meeting 12-09
Administrator
Nicole Roach
Marketing Coordinator
CharityNet USA
Key Speaker
Ryan Peach
Nonprofit Consultant
CharityNet USA
• CharityNet USA: A “One-stop” resource
center for non profit organizations
nationwide!
• Key Speaker: Ryan Peach
• Questions
• Recorded Webinar Available at:
– http://vimeo.com/channels/nonprofitwebinarseries
I. What is Branding & Why is it Important
II. 3 Simple Branding Concepts
III.Graphic Design and your Organization
– Branding, Provoking and Enticing
Attention through your image.
IV.Branding Guidelines
• The American Marketing Association (AMA) defines a brand as:
A "name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers.
• If possible, use a tag line yet avoid sounding cheesy
– your elevator pitch isn’t a sales pitch.
• Stick to hard facts and numbers! Share the
information about your cause that is most important.
• Make the pitch easy to understand; avoid acronyms
or any jargon that your intended audience won’t
comprehend.
• Focus on how donating or joining your cause is going
to benefit the potential donor or constituent.
• A commitment you
make to prospects…
• "If I engage in a
relationship with you or
your cause, what can I
expect?"
• All the unique ways you deliver your brand
promise.
• Common attributes might include your
unique versions of:
– Communication
– Relationships
– Innovation
– Flexibility.
• The human characteristics people experience when they encounter your brand.
• Strongest influence on the emotional connection people feel toward your brand.
• Common brand personalities include:
– Ruggedness
– Sadness
– Excitement
– Sincerity
• The safest cars in the world -
• Frequent, low cost flights -
• Everyday low prices -
• A unique coffee experience -
• Refreshment -
• Inevitably, graphic design will play a huge role in
your organization’s image and branding.
• Unlike words that require a paragraph to sometimes
convey a message; a logo, picture, advertisement
or website design can trigger a memorable emotion
immediately after viewing.
• Take your idea and develop creative and exciting
designs on logos, brochures, donation products and
more.
• 6 Rules to Keep in Mind:• Remember age makes a difference
• Remember cultural differences that may apply to your audience
• Draw in the audiences attention by highlighting points of interest
• Thoroughly check spelling, grammar and consistency
• Image quality is important
• Use warm colors to suggest warmth & cool colors to suggest coolness
•You just have to know what ideas, beliefs
and messages you want to express.
•What messages, emotions and behaviors do
you want to provoke?
• Edgy
• Innocence
• Professional
• Urgency
• Sadness
• Dominance
• Worth
• Satisfaction
• Confidence
• Funky
•Depending on your organization, your
intended message may not always be clear
cut or the same.
• The following examples show how different
logo’s, taglines and emphasis can change
over time to keep up with their target market
or a change of message/platform.
•The NBC Peacock was created
in 1956 and designed to
showcase NBC programming in
(then a new medium) color TV.
• The Peacock is a multi-media
icon for one of the most
recognizable brands in the
world, NBC. The Peacock's
longevity in television and as a
corporate logo for NBC has
lasted for over 50 years.
I. The NBC Peacock
• They eliminated the globe and
the elephant, replacing them with
an "animalistic boldness“. A new
"jungle-like" design.
• The intention of the makeover
was to attract more adult viewers
with television shows that
emphasize animals’ feral nature –
a theme that blends in with the
Channel's animal orientation.
II. Animal Planet –New vs. Old Logo
New Logo
Old Logo
• Known as the top search engine
online!
• Every once in a while, the
company uses various features of
the logo which compliment & refer
to birthdays of infamous people,
holidays and specific events.
III. Google – Changing with the season with ‘google-doodles’
• Top Reasons Why You Need a Brand
Manual:
• To properly enhance donations and
corporate sponsorships
• To avoid distortions and inconsistencies
• To remind the organization there are
people that need their help
• Common Elements of a Branding Manual:
1. A full brand description and what it stands for.
2. A list of situations that the brand and its symbols
can be used and cannot be used.
3. Tone and use of words relating to the brand.
4. Specific colors, dimensions, lines, accents, inclusion
of trademark, brand signature, image styles
5. Typographical elements
6. Reproduction guidelines (for advertising agencies
and printers).