branding secrets for non profits 2011
DESCRIPTION
The brand is not a logo, design package, advertising tag line or public relations campaign, rather it is the perception which your constituents hold of you. This presentation provides informative suggestions as to how non-profits can successfully establish and maintain their brand.TRANSCRIPT
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Branding Secrets for Non-Profits
Ron Gossen, APR, [email protected]
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Is a brand…
1. A logo?2. A jingle?3. A tagline?4. A product?5. A positioning?6. None of the above?
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The answer is…
6. None of the above.
Logo, jingle, tagline, products and positioning are “how the brand is represented” NOT the brand.
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A brand is…
…all the promises and perceptions that the organization wants its constituents to feel about the organization and what it does.
It’s identifying sustainable competitive advantage, and creating and managing a reputation to enable it.
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Why brand? Because you need people to do “something.” Volunteer Help manage Contribute Be served - outreach Support – talk about, write about.
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Persuasive Model
COGNITIVE
Cognitive – know who you are, knowledge.
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Persuasive Model
COGNITIVE
No.
Too limited
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Persuasive Model
COGNITIVE AFFECTIVE
Affective – Feelings and attitudes.
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Persuasive Model
COGNITIVE AFFECTIVE
Better.
But still too limited.
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Persuasive Model
COGNITIVE AFFECTIVE CONATIVE
Conative – behavior: volunteer, contribute, support.
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“The 4 Secrets of Branding”
1. “You’re branded.”2. “Find the sweet spot.”3. “Make moonshine.”4. “The ‘anytime, anywhere, anyhow’
imperative.”
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BRANDING – your competitive advantage! Brand identity – your culture. Brand meaning – drawn from your
constituencies and the environment
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BRANDING SECRET #1: You’re branded. Every organization is branded. Like it or not!
The question is not whether “to brand” or “not to brand.”
If you don’t manage your brand, your competition or circumstances will manage it for you!
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Strong Brand Criteria
LEGITIMACY. A promise that you can deliver.
DISTINCTIVENESS. Cut through the clutter.
RELEVANCY. Meaningful to your key audiences – don’t speak to yourself!
CONSISTENCY. Live up to your brand, anytime, anywhere and anyhow.
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Brand essence modelYour Strengths Constituents’ Needs
Competitions’ Weaknesses
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BRANDING SECRET #2: Find the “sweet spot.”
It’s a strength of your organization. It’s a want or need of your
constituencies. It’s something that your competition
can’t offer.
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Brand essence modelYour Strengths Constituents Needs
Competitions’ Weaknesses
SECRET #2
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SWOT yourself, hard!
Strengths & Weaknesses (internal) Opportunities & Threats (external)
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Discover and uncover
Study your “competition.” SWOT them by reviewing secondary sources and interviewing their constituents with focus groups, executive interviews or objective research.
Study your constituents with focus groups, executive interviews or objective research.
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BRANDING SECRET #3: Make moonshine (distill yourself).
C – B – V – P – E Define your characteristics. Isolate the constituents’ benefits. Determine your values. Personify yourself. Distill from this your brand
“essence.”
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Find the “sweet spot.”Your Strengths Constituents Needs
Competitions’ Weaknesses
Sweet spot
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Branding Secret #4: The “anytime, anywhere, anyhow” imperative.Live the brand essence. Act on it
“anytime, anywhere, anyhow.” Compare all strategic decisions to the
brand essence, i.e.,”does this create well-being and productivity and contribute to meaningful lives?” It’s a change-agent.
Apply an advertising version (unique selling proposition) to everything.
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Branding Process Deliverables Identification of sustainable organizational
competitive advantage. Targeted constituents, publics and
stakeholders WITH individualized message parameters.
Strategic, objective-oriented, communications plan: internal communications, donor relations, program outreach, recipient communications, media relations, other stakeholder communications.
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Branding Process Results
Organizational focus, direction and renewed purpose.
Board/trustee productivity and unity. Targeted messaging for development. Facilitated volunteer & staff recruitment. Employee satisfaction, longevity, reduced
turn-over and reduced training costs. Efficient program delivery. And others…
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“Questions to answers. Answers to results.”
StratCommStrategic Communications
Group
Ron Gossen, M.B.A., A.P.R.