Brandraising

transcript

#brandraising @bigducksarah @bigduck

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Takeaway Consistency counts

Exercise Layout your materials and review, no agenda

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Blue slide: be clear about what you want to say as an organization, and how you want to say it.

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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

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Visual Identities Contain Logo Colors Typography Use of imagery / graphics

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Messaging Platforms Contain Name, abbreviation Tagline External vision, mission, values statements Key messages Elevator pitch Lexicon

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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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Caption

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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

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CASE STUDY New York Peace Institute

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The New York Peace Institute

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CASE STUDY

Masa Israel Journey

Resources and Overview

Big Duck Resources •  Big Duck website

www.bigducknyc.com •  Duck Call blog

www.bigducknyc.com/blog •  Duck Pond e-news

www.bigducknyc.com/DuckPondE-news

Upcoming Workshops •  9/27 Big Duck webinar: Writing for

the Web (TODAY at 2pm) •  10/24: Bagels at Big Duck:

Brandraising, Phase II: The Creative Process

Thanks!

Brandraising

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