2. welcome
Cindy Dashnaw
Director of Public Relations Services
cdashnaw@bohlsengroup.com
Andrew Hayenga
Director of Nonprofit Services
ahayenga@bohlsengroup.com
Stephanie Perry
Account Executive
sperry@bohlsengroup.com
4. defining brand
merriam webster says:
a trademark or distinctive
name identifying a product
or a manufacturer.
a product line so identified.
5. defining brand
american marketing association says:
a name, term, design, symbol or any other
feature that identifies one seller's goods or
service as distinct from those of other sellers.
8. defining brand
bohlsen group says:
a group of six interdependent features that
feed off one another to foster the desired
public perception of your organization’s work.
9. identifying your brand
1. Communication goals –
What actions do you want to encourage?
2. Target publics –
Who do you need to reach to accomplish
your goals?
10. identifying your brand
3. Keywords/terms - What do you want to say?
4. Tone/voice - What’s your organization
personality?
5. Logo/visual elements - What do you look like?
6. Value/substance - What makes you stand out?
11. living your brand
how does an organization incorporate their
brand across multiple communication
platforms?
16. owning the brand
nonprofits are all about
authenticity
so … your board, staff and volunteers must reflect
your brand to make your messages ring true.
17. owning the brand
however you say it:
• singing from the same songbook
• repeating the mantra
• knowing the script
whose associated with your
NFP must be able to
verbalize your brand
18. owning the brand
minimum knowledge base
decide how much you need every staff,
board member and volunteer to be able
to articulate.
•
•
•
•
•
mission statement?
core audiences?
program focus?
URL, social media handles?
how to give?
19. owning the brand
it’s one thing to remember …
it’s another to comprehend.
only those who comprehend can then carry your
message for you.
20. owning the brand
how much is too much?
• Thomas Smith: 20 times
• Rule of 7
• Takes 3 for simple awareness
“Made to Stick” Heath brothers:
No such number
the key: repeat with variety
21. owning the brand
be creative!
² BRIEF mission at the top of board, committee and
staff agendas
² elevator speech on cards to hang in offices and
cubicles
² tagline on business cards
22. owning the brand
² messaging in the employee handbook, social media
policy, staff evaluations
² verbiage used in president’s reports, letters from
the president (newsletters, annual reports)
23. owning the brand
?
Where/how else could you share your
messaging to help your staff, board and
volunteers learn?
