“Mini”-Workshop
August 29, 2013
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What Your Brand Is NOT
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Logo symbol (brand mark)
Font
Color palette
Printed materials
Advertising
Mission statement
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What Your Brand Is
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How you answer the phone
How you greet and treat
people
Who you associate with
Your writing and communication skills
Your brand message (elevator pitch)
Your value proposition (what makes you different)
The promises that you keep and break
The principals that you and your organization live by
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What is a successful brand?
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“NFP Workshop” is a Successful Brand
Characteristics of a successful brand:
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Relevant
Purposeful
Dependable
Trustworthy
Meets needs
Instills loyalty
Brings people together
Lives by guiding principles
Makes us feel good
Often has a charismatic leader
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Successful or Rising Brands
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Declining or Failed Brands
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So branding is easy, right?
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Not so fast, Kimosabe
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Warning: Branding is not a licensed profession
• There is no certification
for branding
• Truth is, very few people
do it well
• Average tenure of a
Chief Branding Officer in
a Fortune 500 company
is 18 months
• Approach branding with
extreme caution and
humility
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The Branding Timeline
• It is NOT a 30-day promotion, 1-year
campaign, or a 5-year project…
• It usually takes a
decade to build a
strong, lasting brand
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• But in this case it only took 3 years!!!
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Your Brand Today
First:
It’s what your
employees, volunteers
and partners say your
brand is because they
are the ones who know
you the best
Second:
It’s what your donors,
beneficiaries and the
general public say your
brand is
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The Tactics (i.e. Tools) of Branding
• Traditional
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Broadcast
Print
Outdoor
Publicity
Direct Mail
Events
Sponsorships
Telemarketing
• Digital
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Direct Email
Profiling (list segmentation)
Websites
Social Media
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Things You Must Do to Achieve
Great Branding
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1. Completely rethink the role of
branding for your nonprofit
• Strategic use of branding will ensure
your organization’s survival
• It needs to be elevated from just being
used as a fundraising tool
• Drives your mission and maximizes
community engagement
• Strengthens internal identity
• Must be led by your executive team
and board of directors
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2. Make sure your brand is aligned with
your mission, vision and values
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These are idealized
statements about your
organization’s purpose,
where it is going, and what it
stands for
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Great branding narrows the gaps between who you
say you are (your brand promise) and who you really
are (i.e. the experiences you deliver)
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3. Everyone in your organization must
know and love your brand
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Do a survey of your employees to
determine how they see or define
your brand
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You may find out that there is a
huge variation in how your
employees see your brand
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Create an official description of your
brand in 25 words or less
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Everyone should be able to recite it
from memory
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Brand Description Examples
Metropolitan Ministries provides food, clothing,
shelter and life changing programs to poor and
homeless families giving them hope and
leading them to self-sufficiency.
BayCare provides exceptional health care
experiences to improve the health of all we
serve.
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4. Everyone must also live the brand
• Build a hospitality culture
• Answer the phone with a real person
• Warmly greet people; make them feel
at home
• Your employees must believe in your
brand and evangelize on its behalf
• Partner with brands that are stronger
than yours
• Keep all of your promises ESPECIALLY the little ones
• If you screw up admit it and implement service recovery
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5. Use storytelling to promote your brand
• Since ancient times we have
communicated through storytelling
• Promote your brand through
real stories
• Use real clients, volunteers
and donors
• Select stories that depict the
heart and sole of your brand
• Connect emotionally with your
target audience
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6. Get digital with your brand
• Assign unique phone numbers and
web addresses to track responses
• Upgrade to an intelligent
switchboard
• Track Likes, Shares and
engagement on Facebook
• Record emails opened and read
• Tally click-throughs to online ads
• Count videos viewed on YouTube
• Use Google analytics for your web
campaigns
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“Half the money I spend on
advertising is wasted; the
trouble is I don't know
which half”
John Wanamaker
Founder of Wanamaker Department Store
With digital technology we NOW know which half
is working.
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7. Build a website that is both interactive
and optimized for search
• Today’s websites must be interactive versus
static to engage visitors and include:
 How to get involved
 Online giving options
 Form submissions for
more information
 Event registration
 Directions/maps
• You must also optimize your websites for
search and mobile access
 Key word search - SEO (unpaid)/ SEM (paid)
 Responsive Web Design (RWD)
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Responsive Web Design
Your website’s layout automatically configures
to the user’s device.
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Why Responsive Web Design (RWD)
Is A Must Strategy For You
*Internet users in millions
Data from Morgan Stanley Research
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8. Embrace Social Media But Keep It Simple
• A Facebook page is a MUST
• YouTube is a great way to tell your
brand story and emotionally
connect using video
• Nonprofits are now using LinkedIn
to promote their brands
nonprofit.linkedin.com
• Get Facebook, YouTube and LinkedIn
right before you do anything else
• Be honest, sincere and personal
• Use it for a two-way dialogue not a
one-way sales pitch
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9. Great branding cannot occur in the
presence of poor quality – product,
service or intangible
• Poor quality is often nothing more
than a series of small compromises
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Cereal
Small appliances
Airline luggage and legroom
Phone answering
Valet parking
Directory assistance
Restaurant bussing
• As brand leaders, we must commit
ourselves to being obstacles to the
small compromises
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10. Understand the Value Equation to
maximize the value of your brand
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Brand Wisdom
“We are not in the coffee business serving people,
we are in the people business serving coffee.”
Howard Schultz
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Brand Wisdom
“Whenever you find yourself on the side of the
majority, it is time to pause and reflect.”
Mark Twain
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Brand Wisdom
“No one sells products any more;
we’re all selling services.”
Jack Welch
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Brand Wisdom
“Not all those who wander are lost.”
J. R. R. Tolkien
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Open Discussion
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