Building a Better Brand

BRIDGET L. BRANDTWWW.DONOREXPERIENCE101.COM

Nonprofit Brand Building 101

Brand Elements

A brand is a "name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers.“

Online Brand Infographic

Why should I care about my brand?

Great let’s build a brand.

Source: MLC, Eliminating Complexity in Marketing Planning, Washington D.C.: Corporate Executive Board 2006, p. 5.

The Best Laid PlansMultiple Challenges Hinder the Creation of Effective Marketing Plans

Branding Framework

Step 1: Analysis

Step 2: Plan

Brand Vision QuestionsWhat business are you in?Who are your brand role models?Who are you talking to?What other nonprofits do they support?What are their passions and goals?What is the vision in 1 sentence?What does success look like?How different is your vision form the competition?

Step 3: Define

Step 4: Educate

Don’t forget about

Step 5: Execute

Step 7: Evaluate

Samples of Brand Elements

Name. Logo. Tagline or Catchphrase. Graphics. Shapes. Colors. Sounds. Tastes. Movements. Feel/Atmosphere. Events.

Name: The word or words used to identify a company, product, service, or concept.

1. Spell It A Different Way.A gelatin dessert came out as JELL-O. A fruit-based drink for kids came out as FROOT. An intentionally misspelled word could become your product’s name. Or company name: TOYS R US.

2. Generate First, Judge Later.Get yourself (or your task force) started by generating as many different names as you can. Write everything down. There are no bad ideas, yet. Save the judging for later. In a group session, try this penalty for saying, “What a lousy idea.” That person has to produce two more ideas for names.

3. Go For Quantity.Don’t fall in love with a short list of two or three possible names. Develop lots of names. In a typical trademark search, you’ll lose at least 8 of every 10 names you generate.

4. Try For An Acronym.VISTA. Volunteers In Service To America. MADD. Mothers Against Drunk Driving. FAST LANE.

5. Think About Why It Will Be Used. A $100 pair of sneakers should make me faster and more agile. So, what suggests fast and agile? REEBOK is the name of a fleet-footed African gazelle. PUMA is the Spanish word for a large wild cat. (Would a Keds or a Converse make me that agile?).

6. Say It Out Loud.Names should be pleasing to the ear as well as to the eye.

http://www.brandingstrategyinsider.com/2009/06/33-tips-tactics-for-generating-names.html

Logo: The visual trademark that identifies the brand.

Tagline or Catchphrase: “Got Milk?" ; “What happens in ____ stays in _____“ Dos

Ensure that your tagline works together with your organization’s name, positioning statement and key messages.

Emphasize action and/or emotion. Use verbs, not just nouns.

“Explore, enjoy and protect the planet.” – Sierra Club “Saving babies, together” – March of Dimes

Don’ts Don’t be generic. Be specific and as emotive as

possible. Weak – “Building a Better New York”. This tagline could represent a construction firm.

Don’t craft a tagline your organization can’t stand behind 100%.

Don’t launch your tagline before trying it out. Don’t change your tagline more than once a

decade. http://gettingattention.org/articles/136/message-development/guidelines-nonprofit-taglines.html

Graphics: The dynamic ribbon is a trademarked part of Coca-Cola's brand.

Shapes: Pink Ribbon

Colors: The color that identifies your organization Yellow- Live Strong

Pink- Susan G. Komen

For the complete list of awareness ribbon colors: http://en.wikipedia.org/wiki/List_of_awareness_ribbons

Periwinkle - Eating disorders awareness (anorexia, bulimia, and EDNOS) Stomach cancer Esophageal cancer Pulmonary hypertension awareness

Pink and Blue - Pro-life Genital integrity Male Breast Cancer Awareness Inflammatory breast cancer awareness Infertility awareness Infant loss awareness

Orange ribbon- Homestuck Awareness day Free software awareness/advocacy[82] Leukemia awareness[16] Multiple Sclerosis Awareness[83] Self Injury Awareness Day[84] Malnutrition awareness

Sounds: A unique tune or set of notes can denote a brand. NBC's chimes are a famous example.

Feel/Atmosphere: Starbucks

Events: Jerry Lewis Telethon

Start with the event concept. Evaluate your mission, and use it to create an

event-specific fundraising case for support that is tailored to your event's target audience.

Not all the participants are equal from a fundraising perspective.

So driving participation is the basic building block of all fundraising events.

Seek to find ways to bring the mission alive, rather than simply grafting a fundraising ask onto a walk, auction, golf tournament, etc.

Sounds: A unique tune or set of notes can denote a brand. NBC's chimes are a famous example.

Scents: The rose-jasmine-musk scent of Chanel No. 5 is trademarked.

Tastes: Kentucky Fried Chicken has trademarked its special recipe of eleven herbs and spices for fried chicken.

Movements: Lamborghini has trademarked the upward motion of its car doors.

Maybe your organization will be the next one to brand themselves in this way???

TheoryTheory TacticsTactics

Establish a repeatable framework for building brands

Develop marketing plans that support brand strategy

Develop a clear, differentiated brand strategy

Brand Growth

Focus on the unique value your brand creates for its ____. Find targeted growth opportunities that enhance your brand.

Support planning process with brand-building tools and principles

Associate the brand with the outcomes your customers most desire

Identify the unmet needs within a category that you can "own“ & convert your core competencies into points of differentiation for your brand

How do I differentiate my brand?

Recognize that you won’t be able to control everything that is said about your brand, and develop a consistent brand experience to help prevent social media emergencies.

Develop social media guidelines for employees/volunteers

Monitor key reputation attributes that reinforce brand positioning

Ensure the customer experience reinforces your brand image

How can I keep my brand's reputation strong in the age of social media?

Questions

BRIDGET L. BRANDT

WWW.DONOREXPERIENCE101.COM

SAGE NONPROFIT SOLUTIONSBRIDGET.BRANDT@SAGE.COM

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