In this 1 hour webinar hosted by CharityNet USA, we discuss branding and how it is essential to the success of your nonprofit organization. For more information on nonprofit marketing, please visit: http://www.charitynetusa.com/nonprofit_marketing.php

1. Key Speaker
Ryan Peach
Nonprofit Consultant
CharityNet USA
Administrator
Nicole Roach
Marketing Coordinator
HBIF Meeting 12-09
CharityNet USA

2. • CharityNet USA: A “One-stop” resource
center for non profit organizations
nationwide!
• Key Speaker: Ryan Peach
• Questions
• Recorded Webinar Available at:
– http://vimeo.com/channels/nonprofitwebinarseries

3. I. What is Branding & Why is it Important
II. 3 Simple Branding Concepts
III.Graphic Design and your Organization
– Branding, Provoking and Enticing
Attention through your image.
IV.Branding Guidelines

4. What Comes to Mind When You
Think of Branding?

5. • The American Marketing Association
(AMA) defines a brand as:
A "name, term, sign, symbol or
design, or a combination of them
intended to identify the goods and
services of one seller or group of
sellers and to differentiate them
from those of other sellers.

6. • Making the Donor Choose you Over
your Competitors…

7. • The Elevator Pitch
– It is your brand in
:30-:60!
– Yes, nonprofits must
have an elevator
pitch.

8. • If possible, use a tag line yet avoid sounding cheesy
– your elevator pitch isn’t a sales pitch.
• Stick to hard facts and numbers! Share the
information about your cause that is most important.
• Make the pitch easy to understand; avoid acronyms
or any jargon that your intended audience won’t
comprehend.
• Focus on how donating or joining your cause is going
to benefit the potential donor or constituent.

9. • A commitment you
make to prospects…
• "If I engage in a
relationship with you or
your cause, what can I
expect?"

10. • All the unique ways you deliver your brand
promise.
• Common attributes might include your
unique versions of:
– Communication
– Relationships
– Innovation
– Flexibility.

11. • The human characteristics people
experience when they encounter your
brand.
• Strongest influence on the emotional
connection people feel toward your brand.
• Common brand personalities include:
– Ruggedness
– Sadness
– Excitement
– Sincerity

12. • The safest cars in the world -
• Frequent, low cost flights -
• Everyday low prices -
• A unique coffee experience -
• Refreshment -

14. • Inevitably, graphic design will play a huge role in
your organization’s image and branding.
• Unlike words that require a paragraph to sometimes
convey a message; a logo, picture, advertisement
or website design can trigger a memorable emotion
immediately after viewing.
• Take your idea and develop creative and exciting
designs on logos, brochures, donation products and
more.

16. • 6 Rules to Keep in Mind:
• Remember age makes a difference
• Remember cultural differences that may apply to
your audience
• Draw in the audiences attention by highlighting
points of interest
• Thoroughly check spelling, grammar and
consistency
• Image quality is important
• Use warm colors to suggest warmth & cool colors
to suggest coolness

17. •You just have to know what ideas, beliefs
and messages you want to express.
•What messages, emotions and behaviors do
you want to provoke?
• Edgy • Dominance
• Innocence • Worth
• Professional • Satisfaction
• Urgency • Confidence
• Sadness • Funky

18. • Depending on your organization, your
intended message may not always be clear
cut or the same.
• The following examples show how different
logo’s, taglines and emphasis can change
over time to keep up with their target market
or a change of message/platform.

19. •The NBC Peacock was created
I. The NBC Peacock in 1956 and designed to
showcase NBC programming in
(then a new medium) color TV.
• The Peacock is a multi-media
icon for one of the most
recognizable brands in the
world, NBC. The Peacock's
longevity in television and as a
corporate logo for NBC has
lasted for over 50 years.

20. II. Animal Planet – • They eliminated the globe and
New vs. Old Logo the elephant, replacing them with
Old Logo an "animalistic boldness“. A new
"jungle-like" design.
• The intention of the makeover
was to attract more adult viewers
with television shows that
New Logo
emphasize animals’ feral nature –
a theme that blends in with the
Channel's animal orientation.

21. III. Google – Changing with the season with ‘google-doodles’
• Known as the top search engine
online!
• Every once in a while, the
company uses various features of
the logo which compliment & refer
to birthdays of infamous people,
holidays and specific events.

23. • Top Reasons Why You Need a Brand
Manual:
• To properly enhance donations and
corporate sponsorships
• To avoid distortions and inconsistencies
• To remind the organization there are
people that need their help

24. • Common Elements of a Branding Manual:
1. A full brand description and what it stands for.
2. A list of situations that the brand and its symbols
can be used and cannot be used.
3. Tone and use of words relating to the brand.
4. Specific colors, dimensions, lines, accents, inclusion
of trademark, brand signature, image styles
5. Typographical elements
6. Reproduction guidelines (for advertising agencies
and printers).

25. • However you choose to brand your organization,
it will leave a permanent impression on your
audience – Good or Bad!
• Conquer the elevator pitch – This is your brand in
30-60 Seconds!
• So remember, be patient and don’t rush it. Your
end results will benefit from a sound, thought out
process!