The document discusses key aspects of building a successful nonprofit brand, including that a brand is more than just a logo and must be grounded and responsive to its audience. It emphasizes the importance of differentiating your nonprofit's brand and building trust and connections with audiences. Other important aspects highlighted include focusing the brand, being transparent and authentic, and managing and living the brand by sharing control and knowing why the brand exists before deciding how to express it.

1. Successful Nonprofit
Brands

2. We think of brand as

3. Brand is
everything

4. More than logo

5. Build it & they will
come

6. Grounded & responsive
http://brand.actionforchildren.org.uk/content/232/Our-
brand

7. How does your brand show up?

8. Who’s your audience?

9. Differentiate

10. Differentiate

11. Differentiate

12. Trust & connection

14. Never done

15. Brand is
sacrifice

16. Focus

17. What your brand
can’t do

18. Transparent
& authentic,
or else

19. Managing & living
your brand

20. Share before control

21. Why before how

22. Know your audience

23. Seattle Works
Brand exercise

28. Brand Evaluation
! Where are
they
strongest?
! Where can
they
improve?

29. Robin Hood update
“When I teach CRAM now, I have made the M into
messenger as a way to discuss the increasing
importance of WHO is speaking for a cause. I
think the WHO is the power of social media.”
My four questions for testing CRAM, which I
developed post-book. You’ve got to answer for
your audience:
Why me? What for?
Why now? Who says?