Branding Secrets for Non Profits 2011

Branding Secrets for Non-Profits Ron Gossen, APR, PMP [email_address]

Is a brand… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

The answer is… ,[object Object],[object Object]

A brand is… ,[object Object],[object Object]

Why brand? Because you need people to do “something.” ,[object Object],[object Object],[object Object],[object Object],[object Object]

Persuasive Model COGNITIVE Cognitive – know who you are, knowledge.

Persuasive Model COGNITIVE No. Too limited

Persuasive Model COGNITIVE AFFECTIVE Affective – Feelings and attitudes.

Persuasive Model COGNITIVE AFFECTIVE Better. But still too limited.

Persuasive Model COGNITIVE AFFECTIVE CONATIVE Conative – behavior: volunteer, contribute, support.

“The 4 Secrets of Branding” ,[object Object],[object Object],[object Object],[object Object]

BRANDING – your competitive advantage! ,[object Object],[object Object]

BRANDING SECRET #1: You’re branded. Every organization is branded. Like it or not! ,[object Object],[object Object]

Strong Brand Criteria ,[object Object],[object Object],[object Object],[object Object]

Brand essence model Your Strengths Constituents’ Needs Competitions’ Weaknesses

BRANDING SECRET #2: Find the “sweet spot.” ,[object Object],[object Object],[object Object]

Brand essence model Your Strengths Constituents Needs Competitions’ Weaknesses SECRET #2

SWOT yourself, hard! ,[object Object],[object Object]

Discover and uncover ,[object Object],[object Object]

BRANDING SECRET #3: Make moonshine (distill yourself). ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Find the “sweet spot.” Your Strengths Constituents Needs Competitions’ Weaknesses Sweet spot

Branding Secret #4: The “anytime, anywhere, anyhow” imperative. ,[object Object],[object Object],[object Object]

Branding Process Deliverables ,[object Object],[object Object],[object Object]

Branding Process Results ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

“ Questions to answers. Answers to results.” StratComm Strategic Communications Group [email_address] Ron Gossen, M.B.A., A.P.R.

Branding Secrets for Non Profits 2011

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