Branding and Marketing
What is your brand?
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Image
Public Perception
Aligned with overall MISSION
Plans, people, products, services
Branding is
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Figuring out who we are and whom we serve
Deciding who we want to be
Determining what unique assets we possess
that communicate who we are
Planning how to communicate a consistent
message
Steps
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Define your brand
Determine the goal for your brand
Create the overall plan for creating the brand
Use the brand throughout the organization
“Branding for Nonprofits”, 2006
Branding Criteria
How should others describe the organization?
 How will we know when we are successful?
 How will we know when the description by others
aligns with our mission statement?
 What will our success mean to the organization?
 How will we use our time and what is the desired
completion date?
www.pgresources.com
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Examples
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Nike
Pampers
Apple
PUPS
MoMA
Things to consider….
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Name and acronym
Design
Email
Consistency