GuideStar Webinar (09/26/13) - Brandraising: How Nonprofits Raise Visibility and Money Through Smart Communications
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This document discusses the concept of "brandraising" and how to effectively communicate an organization's brand and messaging. It recommends defining the brand's positioning, personality, visual identity, and key messages in a style guide. User research is advised to understand audiences and communicate on their terms. A case study describes how a peace institute strengthened its brand by aligning all materials with its mission through consistent branding. The document concludes by promoting upcoming brandraising training sessions.
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GuideStar Webinar (09/26/13) - Brandraising: How Nonprofits Raise Visibility and Money Through Smart Communications
- 1. bigducknyc.com Brandraising #brandraising Sarah Durham | Big Duck September 26, 2013
- 3. bigducknyc.com Sarah Durham Founder & Principal, Big Duck @BigDuckSarah @BigDuck #brandraising
- 4. bigducknyc.com What we’ll explore • Why it’s harder to communicate now • Why we remember some brands and not others • What ‘brandraising’ includes • How to communicate on your audiences’ terms • A case study • Resources
- 10. Photo by Tax Credit
- 21. bigducknyc.com Takeaway Consistency counts Exercise Layout your materials and review, no agenda
- 26. Blue slide: be clear about what you want to say as an organization, and how you want to say it.
- 44. bigducknyc.com Takeaway Positioning and personality can drive your communications and connect it all back to your mission Exercise Define your positioning and personality as a team and then assess your materials against them
- 45. bigducknyc.com
- 46. bigducknyc.com Visual Identities Contain Logo Colors Typography Use of imagery / graphics
- 47. bigducknyc.com Messaging Platforms Contain Name, abbreviation Tagline External vision, mission, values statements Key messages Elevator pitch Lexicon
- 48. bigducknyc.com My organization has a brand guide.
- 50. bigducknyc.com Takeaway Your brand is visuals + messaging, institutionalized through a style guide and trainings Exercise Articulate them all using positioning and personality, then define in style guide
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- 53. Caption
- 58. bigducknyc.com Takeaway Research can tell you more about them so you can communicate on their terms, not yours Exercise Create user personas, then test your materials against them
- 59. bigducknyc.com CASE STUDY New York Peace Institute
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- 62. bigducknyc.com The New York Peace Institute
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- 79. bigducknyc.com Upcoming Big Duck Trainings 10/16 Bagels at Big Duck: Is it Time to Rethink Your Website? 10/30 Webinar: Campaigns as an Experience of Your Brand http://www.bigducknyc.com/workshops