In 2013, GenesisXD team created the KLINK™ Coffee brand, a social enterprise to help former prisoners. The brand campaign even caught Correctional Service Canada’s attention and GenesisXD received an award from So(cial) Good Design Award. Our Chief Experience Designer, Philip Yan shared "10 things I learned from branding and communications for KLINK Coffee" at the 2015 Social Enterprise Toronto Professional Development event. Download the complementary Social Enterprise Communications Guide www.GenesisXD.com/gg/ebook

1. © GenesisXD 2015 SET PD Session: Measuring & Communicating Social Impact GenesisGood1
10 things I learned
from branding and
communications for
KLINK Coffee
Philip Yan
Chief Experience Designer
www.GenesisXD.com

2. © GenesisXD 2015 SET PD Session: Measuring & Communicating Social Impact GenesisGood2
3 keys to making your social enterprise successful
1. good cause
2. good model
3. good communication

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Your story,
but it is not about you.
(1)
The brand message of any social enterprise should focus
on the envisioned future for the people you serve, not the
service you provide.

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What Are We Branding?
A future
beyond coffee?
A company behind
the product
A product that will sell

5. © GenesisXD 2015 SET PD Session: Measuring & Communicating Social Impact GenesisGood5
Hope. No tear drops.
(2)
Social enterprise is about bringing hope
(e.g., utilize visual image of a halo above a tough looking bulldog)

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Good communication
resonates
(3)
The bulldog with a halo conveys a message that
there is good behind the tough appearance.

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Communication lives
everywhere
(4)
Define your touch points and overall framework
(ONE message in multiple applications)

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Experience
is more important than looks
(5)
Make shopping/ordering process a feel-good experience.
Connect the dots.

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Start it here. Finish it there.
(6)
Have continuity through a variety of communications platforms.
The website needs to be responsive.The contents need ‘handoff’
functions and cross sell through smart use of buttons.

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Have you been KLINKed yet?
(7)
Effective communication intrigues your audience in their context

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Develop your 360 approach
(8)
KLINK identifies three types of target audiences:
Clients, Public and Corporations.
Your message should connect intellectually and emotionally.

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Qualify your good
(9)
KLINK started by telling the story of our cause
in a branded process, then formed partnerships
and reached results – 64% successful rate
in the first eight months.

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A product that will sell
64%

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Sponsorship!
21
Make it sustainable
(10)
Sponsorship!
Most people miss this – Sponsorship.
Sponsorship value, in most cases, is by design.

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Good communications
is like constant fuel.
It keeps the social enterprise going.

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Thank You.
Download your
Social Enterprise
Communications Guide
www.GenesisXD.com/gg/ebook