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.

Business Technology

bigducknyc.com
Brandraising
#brandraising
Sarah Durham | Big Duck
September 26, 2013

bigducknyc.com
Sarah Durham
Founder & Principal, Big Duck
@BigDuckSarah
@BigDuck
#brandraising

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

bigducknyc.com
Takeaway
Consistency counts
Exercise
Layout your materials and review,
no agenda

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

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

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

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

bigducknyc.com
CASE STUDY
New York Peace Institute

bigducknyc.com
The New York Peace Institute

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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

2. bigducknyc.com

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

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21. bigducknyc.com Takeaway Consistency counts Exercise Layout your materials and review, no agenda

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

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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

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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.

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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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52. Photo credit: bigstockimages.com

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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

77. bigducknyc.com •  www.bigducknyc.com

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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

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GuideStar Webinar (09/26/13) - Brandraising: How Nonprofits Raise Visibility and Money Through Smart Communications

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