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Branding for the Small Nonprofit

Workshop presentation for the Monroe County Library, Bloomington, IN, June 21, 2016

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Branding for the Small Nonprofit

  1. 1. BRANDING for the SMALL NONPROFIT Branding for the Small Nonprofit • @juliareich
  2. 2. 2Branding for the Small Nonprofit • @juliareich Julia Reich Stone soup creative Introduction
  3. 3. 3Branding for the Small Nonprofit • @juliareich
  4. 4. 4Branding for the Small Nonprofit • @juliareich Brand Awareness Quiz
  5. 5. 5Branding for the Small Nonprofit • @juliareich Brand Awareness Quiz (1) What is a brand?
  6. 6. 6Branding for the Small Nonprofit • @juliareich Brand Awareness Quiz (2) Have you determined your nonprofit's brand values? YES NO
  7. 7. 7Branding for the Small Nonprofit • @juliareich Brand Awareness Quiz (3) Are you clear on the personality of your nonprofit's brand? YES NO
  8. 8. 8Branding for the Small Nonprofit • @juliareich Brand Awareness Quiz (4) Have you ever asked your PSIs about their perception of your nonprofit's brand? YES NO
  9. 9. 9Branding for the Small Nonprofit • @juliareich Brand Awareness Quiz (5) Have you analyzed your competitors' brands? YES NO
  10. 10. 10Branding for the Small Nonprofit • @juliareich Brand Awareness Quiz (6) Do you know what differentiates your brand from the competition? YES NO
  11. 11. 11Branding for the Small Nonprofit • @juliareich Brand Awareness Quiz (7) Is your brand the leader in its category? YES NO
  12. 12. 12Branding for the Small Nonprofit • @juliareich Brand Awareness Quiz (8) Does your nonprofit have an annual marketing budget? YES NO
  13. 13. 13Branding for the Small Nonprofit • @juliareich Brand Awareness Quiz (9) Is your brand the first, or best, in anything? YES NO
  14. 14. 14Branding for the Small Nonprofit • @juliareich Brand Awareness Quiz (10) Are you clear on the results your customers get from the value you provide? YES NO
  15. 15. 15Branding for the Small Nonprofit • @juliareich Brand Awareness Quiz (11) Do you know the colors of your competitors’ brand palette? YES NO
  16. 16. 16Branding for the Small Nonprofit • @juliareich Brand Awareness Quiz (12) Do you know the colors of your nonprofit's brand palette? YES NO
  17. 17. 17Branding for the Small Nonprofit • @juliareich Brand Awareness Quiz (13) Are your internal communications effective? YES NO
  18. 18. 18Branding for the Small Nonprofit • @juliareich Brand Awareness Quiz (14) Have you ever surveyed your employees? YES NO
  19. 19. 19Branding for the Small Nonprofit • @juliareich Brand Awareness Quiz (15) Have you ever surveyed your PSIs? YES NO
  20. 20. 20Branding for the Small Nonprofit • @juliareich Brand Awareness Quiz (16) Is your logo consistent on your signs, business cards and other marketing? YES NO
  21. 21. 21Branding for the Small Nonprofit • @juliareich Brand Awareness Quiz (17) Do people rave about your nonprofit? YES NO
  22. 22. 22Branding for the Small Nonprofit • @juliareich Brand Awareness Quiz (18) Do you know who your PSIs are? YES NO
  23. 23. 23Branding for the Small Nonprofit • @juliareich Brand Awareness Quiz (19) Does your entire staff know your brand story? YES NO
  24. 24. 24Branding for the Small Nonprofit • @juliareich Brand Awareness Quiz (20) Have you ever done an internal brand audit? YES NO
  25. 25. 25Branding for the Small Nonprofit • @juliareich Brand Awareness Quiz (21) Does your nonprofit have a graphic standards manual? YES NO
  26. 26. 26Branding for the Small Nonprofit • @juliareich Brand Awareness Quiz (22) Is your brand powerful enough to attract partners? YES NO
  27. 27. 27Branding for the Small Nonprofit • @juliareich Brand Awareness Quiz (23) Do your PSIs perceive your brand as larger than it really is? YES NO
  28. 28. 28Branding for the Small Nonprofit • @juliareich Brand Awareness Quiz - results! Uh, starting with a clean slate? You're in the right place! Not bad... Great! You know who you are! 0-5 6-11 12-17 18-23
  29. 29. 29Branding for the Small Nonprofit • @juliareich • Branding 101 • Branding exercises • Pacific Crest's branding journey
  30. 30. 30Branding for the Small Nonprofit • @juliareich Be authentically YOU
  31. 31. 31Branding for the Small Nonprofit • @juliareich Be authentically YOU • Integrity • Respect • Excellence • Innovation • Generosity • Passion
  32. 32. 32Branding for the Small Nonprofit • @juliareich You can't NOT brand... You have a brand whether you like it or not. Really the only choice you have is how actively you want to shape and manage that brand. —Ingrid Srinath, Executive Director Childline India
  33. 33. 33Branding for the Small Nonprofit • @juliareich What is a brand? . . . in the truest sense, the synonym for brand is ‘reputation.’ It’s the power of a blend of ideas, a sense of identity, and it helps consumers make decisions in a crowded marketplace. — Robert Friedman, fearlessbranding.com
  34. 34. 34Branding for the Small Nonprofit • @juliareich For-profit vs. non-profit brands For-profit Focus is on consumers and driving profits Positioning is about gaining a competitive advantage Building a reputation means tightly controlling the brand Non-profit Focus is on implementing mission and creating trust Positioning is about clarifying the brand to build trust and support collaboration Building a reputation means engagement and inviting participation
  35. 35. 35Branding for the Small Nonprofit • @juliareich Touchpoints Logo Exhibits Radio Spot Voicemail Message Email Signature Customer Service Tradeshow Booth Facility Appearance Yard sign Brochure Ads Area Around Building PostersPostcard Speeches Blog Social Media Business Card Promotional Fliers Signage Website Brand
  36. 36. 36Branding for the Small Nonprofit • @juliareich What makes branding work?
  37. 37. 37Branding for the Small Nonprofit • @juliareich What makes branding work?
  38. 38. 38Branding for the Small Nonprofit • @juliareich What makes branding work?
  39. 39. 39Branding for the Small Nonprofit • @juliareich Logos get their power from the brand
  40. 40. 40Branding for the Small Nonprofit • @juliareich Logos get their power from the brand HONESTY CARING RESPECT RESPONSIBILITY
  41. 41. 41Branding for the Small Nonprofit • @juliareich Logos get their power from the brand
  42. 42. 42Branding for the Small Nonprofit • @juliareich Brands get their power from values BRand VALUESarrow 1 arrow 2
  43. 43. 43Branding for the Small Nonprofit • @juliareich
  44. 44. 44Branding for the Small Nonprofit • @juliareich • A strong conviction of the organization’s mission • An honest look at the organization's values • A commitment from decision makers to get involved • A willingness to throw out old habits and start from scratch Branding - what it takes:
  45. 45. 45Branding for the Small Nonprofit • @juliareich Brand Recipe
  46. 46. 46Branding for the Small Nonprofit • @juliareich Perception Balancing 1. Baseline Brainstorming 1A 2. Baseline Brainstorming 1B: Current Perceptions 3. Baseline Brainstorming 1C: Desired Perceptions 4. Linking Business Attributes w/ Creative Solutions
  47. 47. 47Branding for the Small Nonprofit • @juliareich Linking business attributes with creative solutions
  48. 48. 48Branding for the Small Nonprofit • @juliareich Perception Balancing - goals • To be able to see the current state of the organization’s brand perception, and agree on where you need to go • To bridge the gap between the creative process and the bottom line • To help non-marketing people see the value of creative solutions
  49. 49. 49Branding for the Small Nonprofit • @juliareich 49Branding for the Small Nonprofit • @juliareich
  50. 50. 50Branding for the Small Nonprofit • @juliareich 50Branding for the Small Nonprofit • @juliareich Introduction video
  51. 51. 51Branding for the Small Nonprofit • @juliareich 51Branding for the Small Nonprofit • @juliareich Communicating our brand Without any full-time staff: 1. Know their brand 2. Understand their business model 3. Have developed a robust volunteer workforce 4. Use technology Stuart Pompel pacific crest @StuartPompel
  52. 52. 52Branding for the Small Nonprofit • @juliareich 52Branding for the Small Nonprofit • @juliareich Pacific Crest before 2013 What are we? Are we a youth arts organization? Or are we just a drum and bugle corps?
  53. 53. 53Branding for the Small Nonprofit • @juliareich 53Branding for the Small Nonprofit • @juliareich Structure of a youth arts organization PROGRAMS OPERATIONS Drum and Bugle Corps “Corps at the Crest” Educational Camps School Outreach Golf Tournament Sneak Preview Direct Mail Merchandise Sales
  54. 54. 54Branding for the Small Nonprofit • @juliareich 54Branding for the Small Nonprofit • @juliareich Questions posed... What is Pacific Crest Youth Arts Organization? • What is our character and personality? • Exactly what do we do? • What value do we provide our participants? Where is PC headed? • How are we perceived now, and how do we want to be perceived? What is unique about PC? • Who else is occupying the space? What are we competing for?
  55. 55. 55Branding for the Small Nonprofit • @juliareich 5516NTC - The Little Brand That Could - #16NTClittlebrand Pacific Crest is... … a community, a second family for its members … competitive … an educational experience … develops leadership … a performing arts organization … a structured program … focused on youth … fun!
  56. 56. 56Branding for the Small Nonprofit • @juliareich 56Branding for the Small Nonprofit • @juliareich Pacific Crest is...
  57. 57. 57Branding for the Small Nonprofit • @juliareich 57Branding for the Small Nonprofit • @juliareich Structure of a drum and bugle corps Golf Tournament Sneak Preview Direct Mail Merchandise Sales “Corps at the Crest” Educational Camps School Outreach Drum and Bugle Corps
  58. 58. 58Branding for the Small Nonprofit • @juliareich 58Branding for the Small Nonprofit • @juliareich The bottom line (literally) Knowing your brand Create evangelists Identify your program goals Tell your story Fundraising and outreach Sustainability enables you to clearly… who help you… that will… which impacts your… which improves your…
  59. 59. 59Branding for the Small Nonprofit • @juliareich 59Branding for the Small Nonprofit • @juliareich Brand message #1 Pacific Crest challenges committed young performers in a superior quality performance ensemble with similarly motivated peers.
  60. 60. 60Branding for the Small Nonprofit • @juliareich 60Branding for the Small Nonprofit • @juliareich Brand message #2 Pacific Crest develops the technical and artistic performance skills of our students though a highly intricate blend of music and movement that’s performed for live audiences around the country.
  61. 61. 61Branding for the Small Nonprofit • @juliareich 61Branding for the Small Nonprofit • @juliareich Brand message #3 Pacific Crest changes students’ lives through a rigorous rehearsal schedule, mentoring, and a summer performance tour that builds character and develops maturity and leadership.
  62. 62. 62Branding for the Small Nonprofit • @juliareich 62Branding for the Small Nonprofit • @juliareich Facebook posts Similarly motivated peers
  63. 63. 63Branding for the Small Nonprofit • @juliareich 63Branding for the Small Nonprofit • @juliareich Facebook campaign Superior quality
  64. 64. 64Branding for the Small Nonprofit • @juliareich 64Branding for the Small Nonprofit • @juliareich Facebook campaign Performance excellence Second family
  65. 65. 65Branding for the Small Nonprofit • @juliareich 65Branding for the Small Nonprofit • @juliareich https://youtu.be/i4L1Kry3kJQ Logo update
  66. 66. 66Branding for the Small Nonprofit • @juliareich 66Branding for the Small Nonprofit • @juliareich Logo update BEFORE AFTER
  67. 67. 67Branding for the Small Nonprofit • @juliareich 67Branding for the Small Nonprofit • @juliareich Logo update
  68. 68. 68Branding for the Small Nonprofit • @juliareich 68Branding for the Small Nonprofit • @juliareich Logo update PACIFIC CREST LOGO - FILES Vertical full color version Vertical black white version © 2013 Pacific Crest • Prepared by Julia Reich Design | juliareichdesign.com | 315.364.7190 Electronic Pacific Crest logo files are available in eps and jpgformats. The files are available on the provided CD. Full Color Logo - Vertical version Print: PacificCrestLogoVert.eps Online: PacificCrestLogoVert.jpg Full Color Logo - Horizontal version Print: PacificCrestLogoHorz.eps Online: PacificCrestLogoHorz.jpg Two Color Logo - Vertical for black backgroundPrint: PacificCrestLogoforBlackBGVert.eps Two Color Logo - Horizontal for black backgroundPrint: PacificCrestLogoforBlackBGHorz.eps Black White Logo - Vertical versionPrint: PacificCrestLogoBlackVert.epsOnline: PacificCrestLogoVert.jpg Black White Logo - Horizontal versionPrint: PacificCrestLogoBlackHorz.epsOnline: PacificCrestLogoBlackHorz.jpg White Logo - Vertical version Print: PacificCrestLogoWhiteHorz.eps White Logo - Horizontal version Print: PacificCrestLogoWhiteHorz.eps Horizontal black white version Horizontal white version Vertical two color version - for black background Horizontal two color version - for black background Horizontal full color version Vertical white version
  69. 69. 69Branding for the Small Nonprofit • @juliareich Small nonprofit branding? Yes, you can! Here's why it works: • The brand reflects the organization's strategy, mission and values • Internally: decision-makers agree • Externally: the brand is authentic • Taking control puts you in charge
  70. 70. 70Branding for the Small Nonprofit • @juliareich To sum it all up... • Branding isn't mysterious • You can’t not brand • Taking control puts you in charge • Uncovering your values and personality will help to develop an authentic brand
  71. 71. 71Branding for the Small Nonprofit • @juliareich

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