What's Your Brand And Yes, it's That Important

What’s Your Brand?

@susanmcp1November 10, 2015

First things first… what are we talking about exactly?

Branding (noun): Branding for nonprofits is more than just your logo or name — a lot more. Branding is telling your story to your audience and showing why YOU matter. It’s about the experience and perception your audience has of your organization online, in-person, and on paper.

Think of Your Brand as a Person

Why does branding matter?

Great brands. Go.

Best-in-class

charity: water

TED

Bright Pink

The Adventure Project

Elements of a great brand

WHAT’S YOUR “WHY”?

Find your “why” – the golden circles

Find your “why” – questions to ask

• What keeps you up at night?• What would the world look like if you

had a magic wand?• What belief do you share with the

rest of the world?

Personality

What’s your personality?

Personable and friendly

Spontaneous and high energy

Modern or high tech

Cutting edge

Fun

Accessible to all

Corporate and professional

Careful thinking and planning

Classic and traditional

Established

Serious

Upscale

Strong design

Classic and traditional Modern and high tech

Tone of voiceHow would your organization say it?

“You wouldn’t happen to have a pen I could borrow, would you?”“Do you have a pen I can borrow?”“I need a pen. Now.”“Pass me a pen.”“Of course I forgot my pen again. Help?”“Pen please?”

Consistency across platforms

On-brand partnerships

This or that:

• Chipolte or Cracker Barrel?• LeBron James or Meryl Streep?• Apple or Samsung? • Delta or JetBlue? • Red Cross or charity:water?

Recap

Your brand needs:• A clear “why”• A personality • Design and tone to match that

personality • Consistency across platforms• The right people and partners

Questions?