finding your brand voice
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welcome
finding your brand voice
with
welcome
Cindy Dashnaw Director of Public Relations Services [email protected]
Andrew Hayenga Director of Nonprofit Services
Stephanie Perry Account Executive [email protected]
today’s menu
defining brand
merriam webster says:
a trademark or distinctive name identifying a product or a manufacturer. a product line so identified.
defining brand
american marketing association says:
a name, term, design, symbol or any other feature that identifies one seller's goods or service as distinct from those of other sellers.
defining brand
so who is right?
Merriam-Webster AMA
defining brand
neither, really...
but the AMA gets closer “or any other feature” is the key
defining brand
bohlsen group says:
a group of six interdependent features that feed off one another to foster the desired public perception of your organization’s work.
identifying your brand
1. Communication goals – What actions do you want to encourage?
2. Target publics –
Who do you need to reach to accomplish your goals?
identifying your brand 3. Keywords/terms - What do you want to say?
4. Tone/voice - What’s your organization personality?
5. Logo/visual elements - What do you look like? 6. Value/substance - What makes you stand out?
living your brand
how does an organization incorporate their brand across multiple communication platforms?
living your brand
living your brand
living your brand
living your brand
owning the brand
nonprofits are all about
authenticity
so … your board, staff and volunteers must reflect your brand to make your messages ring true.
owning the brand
however you say it:
• singing from the same songbook • repeating the mantra • knowing the script
whose associated with your NFP must be able to verbalize your brand
owning the brand
minimum knowledge base decide how much you need every staff, board member and volunteer to be able to articulate.
• mission statement? • core audiences? • program focus? • URL, social media handles? • how to give?
owning the brand
it’s one thing to remember … it’s another to comprehend.
only those who comprehend can then carry your message for you.
owning the brand
how much is too much? • Thomas Smith: 20 times • Rule of 7 • Takes 3 for simple awareness “Made to Stick” Heath brothers: No such number the key: repeat with variety
owning the brand
be creative! ² BRIEF mission at the top of board, committee and
staff agendas ² elevator speech on cards to hang in offices and
cubicles
² tagline on business cards
owning the brand
² messaging in the employee handbook, social media policy, staff evaluations
² verbiage used in president’s reports, letters from the president (newsletters, annual reports)
?
Where/how else could you share your messaging to help your staff, board and volunteers learn?
owning the brand
?
what are your questions for us about brand?
our wrap up
your homework
Go to bohlsengroup.com Apply to our pro bono program Win PR free services