nami standards of excellence communications: nami identity and branding 2010 katrina gay, director...
TRANSCRIPT
NAMI Standards of Excellence Communications:
NAMI Identity and Branding 2010
Katrina Gay, Director of Communications
Courtney Reyers, Publications Manager
Standards of Excellence: Communications
All NAMIs shall adhere to the NAMI identity guidelines—both in design/branding and in editorial style—in all publications and communications, whether in print or electronic media. These guidelines will be found at www.nami.org/identity
Branding and Identity
• Branding is the messaging work an organization does to encourage people to feel a certain way about their product, in NAMI’s case, what we do.
• Branding is not about getting your target market to choose you over the competition, but it is about getting your prospects to see you as the only one that provides a solution to their problem.
Branding and Identity (continued)• Branding is the look, feel, sound, and
experience• Identity is the outward expression of the brand,
including its name and visual appearance. • The brand's identity is its fundamental means of
recognition
To become a household name, people have to recognize us, know us, trust us.
NAMI Identity Guide: Tools and Templates
• Three audiences: States & Affiliates, National, & Professional Designers
• Logo• Templates• Colors• Fonts• Web and screen projects• Specialty Graphics
New! NAMI Identity Guide Checklist
NAMI Style Guide
• Use of language, syntax and punctuation for people who produce NAMI publications in print and online
• Examples –– HelpLine, not Helpline– E-mail, not email, and othe hyphenations– Grading the States, not Grades the States– NAMI Massachusetts, not NAMI Mass, NAMI-MA, etc– Editorial style
SUGGESTIONS• Update NAMI Ohio logo to
be consistent with other NAMI State and Affiliate logos
• Change most prominent colors to be consistent with NAMI colors (blue and yellow)
• Revise language to follow the NAMI Editorial Style Guide
Identity Guide: Language and Messages
COMING SOON• NAMI is…• Mental Illness is….• NAMI members are…• How do we talk about mental illness, what
we do, and why we are of value to our communities?
• What template additions to the Identity Guide would you like to see?
