welcome

finding your brand voice

with

welcome

Cindy Dashnaw Director of Public Relations Services cdashnaw@bohlsengroup.com

Andrew Hayenga Director of Nonprofit Services

ahayenga@bohlsengroup.com

Stephanie Perry Account Executive sperry@bohlsengroup.com

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)

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Where/how else could you share your messaging to help your staff, board and volunteers learn?

owning the brand

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what are your questions for us about brand?

our wrap up

your homework

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