Keys to A SuccessfulNonprofit Brand

Presented by

Who Is This Guy?

Who’s Here Today?• Name• Nonprofit• If I could have any super power,

it would be _________ • I came today because _________

Our Agenda Today• Importance of Consistency • 5 Elements to Your Brand• Sharing Standards in the Organization• FUN!

Importance of Consistency • Trust• Clear messaging• Quality sets an expectation

Message Has To Be Clear

Importance of ConsistencyThe Trap

Approaching Deadlines

Needing Volunteers

Changes

New Pieces Needed

The Unexpected

Result = Quality can suffer

Importance of Consistency

Importance of Consistency

Importance of Consistency • Trust• Clear messaging• Quality sets an expectation

Discussion

5 Elements to Your Brand

5 Elements to Your Brand• What does “brand” mean to you?

5 Elements to Your Brand1. Logo and Colors2. Tone and typography3. Who you are4. Why you do it5. Recognizable hook

5 Elements to Your BrandLogo and Colors

5 Elements to Your BrandTone

How do you sound?• Funny• Serious• Personable• Hokey

5 Elements to Your BrandWho and Why

5 Elements to Your BrandRecognition

5 Elements to Your BrandRecognition

Discussion

Sharing StandardsThe Brand Guide

Sharing StandardsAt the Minimum• Library of logos with colors and layout in hi and lo res• Color palette in RGB, Hex and CMYK• Font usage

• Organization Name• Major titles and headings• General Text

• Mission Statement• Vision Statement• Sample written piece

Sharing Standards• Store on a DropBox, SharePoint or other central

system• Tight control on who can edit (change or append)• Consider a formal process for changes• Be consistent

Discussion

Tying It All Together

Tying It All Together• Know who you are• Be ok with pushing for consistency. It’s worth it!• Build on the idea that we want everyone to have the

same feeling about our organization that we do

Tying It All Together

THANK YOU!

Bill ReynoldsElement 502110 Daventry LaneSuite 300Louisville, KY 40223 502-267-0999