1.
BRANDING
for the
SMALL
NONPROFIT
Branding for the Small Nonprofit • @juliareich

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2Branding for the Small Nonprofit • @juliareich
Julia Reich
Stone soup creative
Introduction

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3Branding for the Small Nonprofit • @juliareich

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4Branding for the Small Nonprofit • @juliareich
Brand Awareness Quiz

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5Branding for the Small Nonprofit • @juliareich
Brand Awareness Quiz (1)
What is a brand?

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6Branding for the Small Nonprofit • @juliareich
Brand Awareness Quiz (2)
Have you determined
your nonprofit's brand values?
YES NO

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7Branding for the Small Nonprofit • @juliareich
Brand Awareness Quiz (3)
Are you clear on the personality
of your nonprofit's brand?
YES NO

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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

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9Branding for the Small Nonprofit • @juliareich
Brand Awareness Quiz (5)
Have you analyzed your
competitors' brands?
YES NO

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10Branding for the Small Nonprofit • @juliareich
Brand Awareness Quiz (6)
Do you know what differentiates
your brand from the competition?
YES NO

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11Branding for the Small Nonprofit • @juliareich
Brand Awareness Quiz (7)
Is your brand the leader
in its category?
YES NO

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12Branding for the Small Nonprofit • @juliareich
Brand Awareness Quiz (8)
Does your nonprofit have
an annual marketing budget?
YES NO

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13Branding for the Small Nonprofit • @juliareich
Brand Awareness Quiz (9)
Is your brand the first, or best,
in anything?
YES NO

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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

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15Branding for the Small Nonprofit • @juliareich
Brand Awareness Quiz (11)
Do you know the colors of your
competitors’ brand palette?
YES NO

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16Branding for the Small Nonprofit • @juliareich
Brand Awareness Quiz (12)
Do you know the colors of your
nonprofit's brand palette?
YES NO

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17Branding for the Small Nonprofit • @juliareich
Brand Awareness Quiz (13)
Are your internal
communications effective?
YES NO

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18Branding for the Small Nonprofit • @juliareich
Brand Awareness Quiz (14)
Have you ever surveyed your
employees?
YES NO

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19Branding for the Small Nonprofit • @juliareich
Brand Awareness Quiz (15)
Have you ever surveyed
your PSIs?
YES NO

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20Branding for the Small Nonprofit • @juliareich
Brand Awareness Quiz (16)
Is your logo consistent
on your signs, business cards
and other marketing?
YES NO

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21Branding for the Small Nonprofit • @juliareich
Brand Awareness Quiz (17)
Do people rave about
your nonprofit?
YES NO

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22Branding for the Small Nonprofit • @juliareich
Brand Awareness Quiz (18)
Do you know who your
PSIs are?
YES NO

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23Branding for the Small Nonprofit • @juliareich
Brand Awareness Quiz (19)
Does your entire staff know your
brand story?
YES NO

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24Branding for the Small Nonprofit • @juliareich
Brand Awareness Quiz (20)
Have you ever done an
internal brand audit?
YES NO

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25Branding for the Small Nonprofit • @juliareich
Brand Awareness Quiz (21)
Does your nonprofit have a graphic
standards manual?
YES NO

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26Branding for the Small Nonprofit • @juliareich
Brand Awareness Quiz (22)
Is your brand powerful enough
to attract partners?
YES NO

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27Branding for the Small Nonprofit • @juliareich
Brand Awareness Quiz (23)
Do your PSIs perceive your
brand as larger than it really is?
YES NO

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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

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29Branding for the Small Nonprofit • @juliareich
• Branding 101
• Branding exercises
• Pacific Crest's
branding journey

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30Branding for the Small Nonprofit • @juliareich
Be authentically YOU

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31Branding for the Small Nonprofit • @juliareich
Be authentically YOU
• Integrity
• Respect
• Excellence
• Innovation
• Generosity
• Passion

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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

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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

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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

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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

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36Branding for the Small Nonprofit • @juliareich
What makes branding work?

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37Branding for the Small Nonprofit • @juliareich
What makes branding work?

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38Branding for the Small Nonprofit • @juliareich
What makes branding work?

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39Branding for the Small Nonprofit • @juliareich
Logos get their power from the brand

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40Branding for the Small Nonprofit • @juliareich
Logos get their power from the brand
HONESTY
CARING
RESPECT
RESPONSIBILITY

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41Branding for the Small Nonprofit • @juliareich
Logos get their power from the brand

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42Branding for the Small Nonprofit • @juliareich
Brands get their power from values
BRand
VALUESarrow 1
arrow 2

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43Branding for the Small Nonprofit • @juliareich

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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:

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45Branding for the Small Nonprofit • @juliareich
Brand Recipe

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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

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47Branding for the Small Nonprofit • @juliareich
Linking business attributes with creative solutions

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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

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49Branding for the Small Nonprofit • @juliareich 49Branding for the Small Nonprofit • @juliareich

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50Branding for the Small Nonprofit • @juliareich 50Branding for the Small Nonprofit • @juliareich
Introduction video

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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

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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?

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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

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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?

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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!

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56Branding for the Small Nonprofit • @juliareich 56Branding for the Small Nonprofit • @juliareich
Pacific Crest is...

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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

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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…

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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.

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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.

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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.

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62Branding for the Small Nonprofit • @juliareich 62Branding for the Small Nonprofit • @juliareich
Facebook posts
Similarly motivated peers

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63Branding for the Small Nonprofit • @juliareich 63Branding for the Small Nonprofit • @juliareich
Facebook campaign
Superior quality

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64Branding for the Small Nonprofit • @juliareich 64Branding for the Small Nonprofit • @juliareich
Facebook campaign
Performance excellence
Second family

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65Branding for the Small Nonprofit • @juliareich 65Branding for the Small Nonprofit • @juliareich
https://youtu.be/i4L1Kry3kJQ Logo update

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66Branding for the Small Nonprofit • @juliareich 66Branding for the Small Nonprofit • @juliareich
Logo update
BEFORE AFTER

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67Branding for the Small Nonprofit • @juliareich 67Branding for the Small Nonprofit • @juliareich
Logo update

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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

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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

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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

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71Branding for the Small Nonprofit • @juliareich