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A strong brand will attract support for your nonprofit. Here are some suggestions for how to build your brand.
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Myrna Greenfieldgoodeggmarketing.com
Creating a Strong Brand for Your Nonprofit
Myrna Greenfieldgoodeggmarketing.com
Agenda
• Defining your organization’s brand• Measuring how your organization is
perceived• Closing the identity/image gap• Creating a branding and messaging
strategy
Myrna Greenfieldgoodeggmarketing.com
What is a Brand?
Identity
Image
Brand
Myrna Greenfieldgoodeggmarketing.com
Why Your Brand Matters
YOU
Recognition
Loyalty
Support
Impact
Credibility
Trust
Myrna Greenfieldgoodeggmarketing.com
How to Build Your Brand
Define Your Identity
Identify Perceptions
Close the Gap
Myrna Greenfieldgoodeggmarketing.com
Define Your Identity• Define who you are, what you
do, how you do it • Determine how you’d like to
be perceived• Conduct internal research to
check if board, management and staff agree
Myrna Greenfieldgoodeggmarketing.com
Create a Brand Blueprint• Creates a cohesive
image• Shape your
communications strategy, and deliverables
• Educates staff and vendors
MISSIONVISION
VALUES/BELIEFS
OUR IDENTITY
WHO WE ARE
WHAT WE DO
HOW WE DO IT
OUR AUDIENCES
OUR ORGANIZATION:
Points of Parity,Points of Distinction
PEER ORG
Points of Parity/
Distinction
PEER ORG
Points of Parity/
Distinction
Primary AudienceNeeds & Benefits
Secondary Audience
Tertiary Audience
OUR ENVIRONMENT
OUR IMAGE(How we want to be seen)
Brand Positioning Statement:“We are the best/only organization that
provides xyz to our audience because…”
Brand Essence:The heart of what
we do
Brand Personality:Character traits
INTERNAL TOOLS Elevator speech Key Messages Supporting Facts Brand Story Bios
PUBLIC TOOLS Logo Descriptor Tagline Descriptions (25, 50, 100 words)
COMMUNI- CATIONS VEHICLES Website Email Social Media Brochures Presentations EventsPartnerships
OUR HEART
Needs & Benefits
Needs & Benefits
“Brand Blueprint” Diagram
© 2012, Good Egg Marketing
Myrna Greenfieldgoodeggmarketing.com
Identify Perceptions• Conduct market research with your
current audience(s)– What matters to them– What they know about you– What’s unique about you– What they value about you– How they perceive you vs. peers/competitors– Are they brand loyal to you? To competitors?
Myrna Greenfieldgoodeggmarketing.com
Research Options
• Surveys• Focus Groups• Interviews• Creative
Exercises
Myrna Greenfieldgoodeggmarketing.com
• Appropriate for:– Testing brand understanding – Getting feedback– Ranking preferences
• Not appropriate for:– Getting a random, representative sample– High-stakes decision-making
Using Online Surveys
Myrna Greenfieldgoodeggmarketing.com
• Determine the purpose for the survey before you write the questions
• Design each question to provide “actionable” information
• Limit use of open-ended questions• Use simple language: no jargon• Pre-test!
Survey Tips
Myrna Greenfieldgoodeggmarketing.com
• Appropriate for:– Testing concepts, logos, language– Stimulating conversation to elicit a range of views– Probing for details about responses– Developing questions for use in surveys
• Not appropriate for:– Getting a random, representative sample– Sensitive or confidential issues
Using Focus Groups
Myrna Greenfieldgoodeggmarketing.com
• Hold 3-5 groups so you can compare responses
• Use phone script to screen participants in advance
• Recruit homogenous groups• At least once, ask participants to write
down answer before sharing with group
Focus Group Tips
Myrna Greenfieldgoodeggmarketing.com
• Appropriate for:– Testing images, messages, language– Addressing complex or sensitive issues– Probing for details about responses
• Not appropriate for:– Getting a representative sample– Generalizing about the larger population
Using Interviews
Myrna Greenfieldgoodeggmarketing.com
• Use an experienced facilitator who can make interviewee feel comfortable
• Ensure confidentiality• Use an interview script with follow-up
questions
Interview Tips
Myrna Greenfieldgoodeggmarketing.com
• Appropriate for:– Getting “right brain” responses– Getting at the images and associations with
your brand
• Not appropriate for:– Getting a representative sample– Generalizing about the larger population
Using Creative Exercises
Myrna Greenfieldgoodeggmarketing.com
• If your organization was an animal (or a dog), what animal would it be (and why)?
• If your organization was a fruit (cereal, celebrity, etc.), what fruit would it be?
• Draw the images that come to mind when you think of (your organization).
Creative Exercises
Myrna Greenfieldgoodeggmarketing.com
Close the Gap
• Analyze data• Identify gaps between identity and image• Choose language, images, actions to help close
the gap
Identity
Image
Myrna Greenfieldgoodeggmarketing.com
Adjust Marketing Strategy
• Develop key messages to reinforce new positioning
• Assess best channels, vehicles to influence target audience(s)
• Revise existing marketing strategy and content if needed
Myrna Greenfieldgoodeggmarketing.com
Roll Out the Brand• Use brand blueprint to
create content, materials• Create simple document
or “brand book” for internal training
• Share new messages with stakeholders
• Track whether perceptions align with identity
Myrna Greenfieldgoodeggmarketing.com
Be Remarkable!