Branding for the Small Nonprofit

BRANDING
for the
SMALL
NONPROFIT
Branding for the Small Nonprofit • @juliareich

2Branding for the Small Nonprofit • @juliareich
Julia Reich
Stone soup creative
Introduction

Brand Awareness Quiz

Brand Awareness Quiz (1)
What is a brand?

Have you determined
your nonprofit's brand values?
YES NO

Are you clear on the personality
of your nonprofit's brand?
YES NO

Have you ever asked your
PSIs about their perception of
your nonprofit's brand?
YES NO

Have you analyzed your
competitors' brands?
YES NO

Do you know what differentiates
your brand from the competition?
YES NO

Is your brand the leader
in its category?
YES NO

Does your nonprofit have
an annual marketing budget?
YES NO

Is your brand the first, or best,
in anything?
YES NO

Are you clear on the results
your customers get from the
value you provide?
YES NO

Do you know the colors of your
competitors’ brand palette?
YES NO

Do you know the colors of your
nonprofit's brand palette?
YES NO

Are your internal
communications effective?
YES NO

Have you ever surveyed your
employees?
YES NO

Have you ever surveyed
your PSIs?
YES NO

Is your logo consistent
on your signs, business cards
and other marketing?
YES NO

Do people rave about
your nonprofit?
YES NO

Do you know who your
PSIs are?
YES NO

Does your entire staff know your
brand story?
YES NO

Have you ever done an
internal brand audit?
YES NO

Does your nonprofit have a graphic
standards manual?
YES NO

Is your brand powerful enough
to attract partners?
YES NO

Do your PSIs perceive your
brand as larger than it really is?
YES NO

Brand Awareness Quiz - results!
Uh, starting with a clean slate?
You're in the right place!
Not bad...
Great! You know who you are!
0-5
6-11
12-17
18-23

• Branding 101
• Branding exercises
• Pacific Crest's
branding journey

Be authentically YOU

Be authentically YOU
• Integrity
• Respect
• Excellence
• Innovation
• Generosity
• Passion

You can't NOT brand...
You have a brand whether
you like it or not.
Really the only choice you
have is how actively you
want to shape and manage
that brand.
—Ingrid Srinath, Executive Director
Childline India

What is a brand?
. . . in the truest sense, the
synonym for brand is ‘reputation.’
It’s the power of a blend of ideas,
a sense of identity, and it helps
consumers make decisions in a
crowded marketplace.
— Robert Friedman,
fearlessbranding.com

For-profit vs. non-profit brands
For-profit
Focus is on consumers and
driving profits
Positioning is about gaining
a competitive advantage
Building a reputation means
tightly controlling the brand
Non-profit
Focus is on implementing
mission and creating trust
Positioning is about clarifying
the brand to build trust and
support collaboration
Building a reputation means
engagement and inviting
participation

Touchpoints
Logo
Exhibits
Radio Spot
Voicemail Message
Email Signature
Customer Service
Tradeshow Booth
Facility Appearance
Yard sign
Brochure
Ads
Area Around Building
PostersPostcard
Speeches
Blog
Social Media
Business Card
Promotional Fliers
Signage
Website
Brand

What makes branding work?

Logos get their power from the brand

HONESTY
CARING
RESPECT
RESPONSIBILITY

Brands get their power from values
BRand
VALUESarrow 1
arrow 2

• A strong conviction of the
organization’s mission
• An honest look at the
organization's values
• A commitment from decision
makers to get involved
• A willingness to throw out old
habits and start from scratch
Branding - what it takes:

Brand Recipe

Perception Balancing
1. Baseline Brainstorming 1A
2. Baseline Brainstorming 1B:
Current Perceptions
3. Baseline Brainstorming 1C:
Desired Perceptions
4. Linking Business Attributes w/ Creative Solutions

Linking business attributes with creative solutions

Perception Balancing - goals
• To be able to see the current
state of the organization’s
brand perception, and agree
on where you need to go
• To bridge the gap between the creative process and the
bottom line
• To help non-marketing people see the value of creative
solutions

49Branding for the Small Nonprofit • @juliareich 49Branding for the Small Nonprofit • @juliareich

Introduction video

Communicating our brand
Without any full-time staff:
1. Know their brand
2. Understand their business
model
3. Have developed a robust
volunteer workforce
4. Use technology
Stuart Pompel
pacific crest
@StuartPompel

Pacific Crest before 2013
What are we?
Are we a youth arts
organization?
Or are we just a
drum and
bugle corps?

Structure of a youth arts organization
PROGRAMS OPERATIONS
Drum and Bugle Corps
“Corps at the Crest”
Educational Camps
School Outreach
Golf Tournament
Sneak Preview
Direct Mail
Merchandise Sales

Questions posed...
What is Pacific Crest Youth Arts Organization?
• What is our character and personality?
• Exactly what do we do?
• What value do we provide our participants?
Where is PC headed?
• How are we perceived now, and how do we want to be perceived?
What is unique about PC?
• Who else is occupying the space? What are we competing for?

55Branding for the Small Nonprofit • @juliareich 5516NTC - The Little Brand That Could - #16NTClittlebrand
Pacific Crest is...
… a community, a second family for its members
… competitive
… an educational experience
… develops leadership
… a performing arts organization
… a structured program
… focused on youth
… fun!

Pacific Crest is...

Structure of a drum and bugle corps
Golf Tournament
Sneak Preview
Direct Mail
Merchandise Sales
“Corps at the Crest”
Educational Camps
School Outreach
Drum and
Bugle Corps

The bottom line (literally)
Knowing your brand
Create evangelists
Identify your program goals
Tell your story
Fundraising and outreach
Sustainability
enables you to clearly…
who help you…
that will…
which impacts your…
which improves your…

Brand message #1
Pacific Crest challenges committed young performers in a superior
quality performance ensemble with similarly motivated peers.

Brand message #2
Pacific Crest develops the technical and artistic performance skills of
our students though a highly intricate blend of music and movement
that’s performed for live audiences around the country.

Brand message #3
Pacific Crest changes students’ lives through a rigorous rehearsal
schedule, mentoring, and a summer performance tour that builds
character and develops maturity and leadership.

Facebook posts
Similarly motivated peers

Facebook campaign
Superior quality

Facebook campaign
Performance excellence
Second family

https://youtu.be/i4L1Kry3kJQ Logo update

Logo update
BEFORE AFTER

Logo update

Logo update PACIFIC CREST LOGO -
FILES
Vertical full color version
Vertical black white version
© 2013 Pacific Crest • Prepared by Julia Reich Design | juliareichdesign.com | 315.364.7190
Electronic Pacific Crest logo files are available in eps and jpgformats. The files are available on the provided CD.
Full Color Logo - Vertical version
Print: PacificCrestLogoVert.eps
Online: PacificCrestLogoVert.jpg
Full Color Logo - Horizontal version
Print: PacificCrestLogoHorz.eps
Online: PacificCrestLogoHorz.jpg
Two Color Logo - Vertical for black backgroundPrint: PacificCrestLogoforBlackBGVert.eps
Two Color Logo - Horizontal for black backgroundPrint: PacificCrestLogoforBlackBGHorz.eps
Black White Logo - Vertical versionPrint: PacificCrestLogoBlackVert.epsOnline: PacificCrestLogoVert.jpg
Black White Logo - Horizontal versionPrint: PacificCrestLogoBlackHorz.epsOnline: PacificCrestLogoBlackHorz.jpg
White Logo - Vertical version
Print: PacificCrestLogoWhiteHorz.eps
White Logo - Horizontal version
Print: PacificCrestLogoWhiteHorz.eps
Horizontal black white version
Horizontal white version
Vertical two color version -
for black background
Horizontal two color version -
for black background
Horizontal full color version
Vertical white version

Small nonprofit branding? Yes, you can!
Here's why it works:
• The brand reflects the organization's
strategy, mission and values
• Internally: decision-makers agree
• Externally: the brand is authentic
• Taking control puts you in charge

To sum it all up...
• Branding isn't mysterious
• You can’t not brand
• Taking control puts you in charge
• Uncovering your values and personality
will help to develop an authentic brand

Branding for the Small Nonprofit

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