Branding for NonprofitsPresented by Matt Scelza

Director, Incite Los AngelesAugust 27, 2014

Entertainment and marketing expertise to connect people, brands, and causes.

Offices in New York, Los Angeles, Austin, Indianapolis and St. Louis.

Incite

My Background

A partnership between a for-profit and a non-profit for mutual benefit

Today’s Agenda

1. What is a brand?2. How do I create or enhance my organization's brand?3. What is the voice of our brand? How do we build it?4. What are the visual identifiers of a brand and how to

develop them--logo, colors, etc?5. What is our tagline and what are some best practices?6. Creating brand guidelines for the organization.7. Promoting our brand online and through social media.

Your Brand

15,256 books on Amazon

Your Brand

691,564 presentations on SlideShare

YouTube videoThree Minutes on Branding

Brand Definition

People’s perceptions about you.

What Is A Brand?

Do you feel the same aboutthese twocompanies?

What Is A Brand?

What Is A Brand?

What do you think of when you see these brands?

What Is A Brand?

Agenda Item #2

1. What is a brand?2. How do I create or enhance my organization's brand?3. What is the voice of our brand? How do we build it?4. What are the visual identifiers of a brand and how to

develop them--logo, colors, etc?5. What is our tagline and what are some best practices?6. Creating brand guidelines for the organization.7. Promoting our brand online and through social media.

The Big Idea

People connect with your personality, content, and ideas.

Not your mission.

In other words….

Empathy, not Sympathy

Can Your Organization Answer This Question?

Who are you trying to reach

with your brand?

Your Audience

Worksheet #1

8 minutes in pairs

The S.E.E. Method of Branding

Service (Head)Emotion (Heart)Experience (Hands)

Head-Heart-Hands from Breakthrough Nonprofit Branding by Cone/Daw

The S.E.E. Method of Branding

What service do you provide?

The S.E.E. Method of Branding

What experience do you offer your donors and volunteers?

American Cancer Society Case Study

97% Awareness But (Mostly)Negative Feelings

American Cancer Society Case Study

What to do?

Own “birthdays”

Re-Branding a National Nonprofit

Re-Branding a National Nonprofit

Re-Branding a Local Nonprofit

Re-Branding a Local Nonprofit

BREAK: 5 MINUTES

Agenda Item #3

1. What is a brand?2. How do I create or enhance my organization's brand?3. What is the voice of our brand? How do we build it?4. What are the visual identifiers of a brand and how to

develop them--logo, colors, etc?5. What is our tagline and what are some best practices?6. Creating brand guidelines for the organization.7. Promoting our brand online and through social media.

What is the voice of these nonprofits?

What is the voice of these nonprofits?

What is the voice of these nonprofits?

What is your organizational voice?

Be conversational, personal, and authentic.

Worksheet #2

Agenda Item #4

1. What is a brand?2. How do I create or enhance my organization's brand?3. What is the voice of our brand? How do we build it?4. What are the visual identifiers of a brand and how to

develop them--logo, colors, etc?5. What is our tagline and what are some best practices?6. Creating brand guidelines for the organization.7. Promoting our brand online and through social media.

Visual is only a part of Branding

What organization has this logo?

Visual is the least important part of Branding

Agenda Item #5

1. What is a brand?2. How do I create or enhance my organization's brand?3. What is the voice of our brand? How do we build it?4. What are the visual identifiers of a brand and how to

develop them--logo, colors, etc?5. What is our tagline and what are some best practices?6. Creating brand guidelines for the organization.7. Promoting our brand online and through social media.

A shortcut to a brand overhaul…A new tagline

Getting Attention blogger Nancy SchwartzAnnual "Nonprofit Taglines Awards" competition.

2009 Winner: Homeboy Industries 

Nothing Stops A Bullet Like A Job “Homeboy Industries’ tagline is a mini-masterpiece, telling a memorable story in just six words. It stops you in your tracks, makes you want to learn more and sticks with you afterwards. That’s the kind of potent nonprofit messaging every organization desires.”

Best Practices for Taglines

DOs1. Be consistent. Are the words already in your name and key messages?

2. Action verbs.

3. Make it easy. You want people to share your tagline.

Quick Check: Can you add “We believe…” to the beginning of your tagline?

Worksheet #3

Agenda Item #6

1. What is a brand?2. How do I create or enhance my organization's brand?3. What is the voice of our brand? How do we build it?4. What are the visual identifiers of a brand and how to

develop them--logo, colors, etc?5. What is our tagline and what are some best practices?6. Creating brand guidelines for the organization.7. Promoting our brand online and through social media.

Options for Your Brand Guidelines

Three Key Elements for Your Brand Guidelines

1. LogoWays to use it

2. ColorWhat PMS are you?

3. TypographyPick a font, not just any font

Options for Your Brand Guidelines

1. Centralize control• Everything is controlled by 1 or 2 decision-makers• Advantages/Disadvantages?

2. Widen the organizational authority• Train multiple people (everyone?) within the

organization to be brand advocate

3. Be Well-Owned and Well-Known• Share the brand guidelines and let anyone be a

brand advocate

Example of Sharing Your Brand Guidelines

Agenda Item #7

1. What is a brand?2. How do I create or enhance my organization's brand?3. What is the voice of our brand? How do we build it?4. What are the visual identifiers of a brand and how to

develop them--logo, colors, etc?5. What is our tagline and what are some best practices?6. Creating brand guidelines for the organization.7. Promoting our brand online and through social media.

Website Promotion

Social Media Promotion

Website Promotion

Social Media Promotion

One Tip on Social Media: Branded Profiles

1. Branded Picture and Bio

2. Clear username @ValfromAHA@MariaHomeboy @826Richard

A few recommendations

1. Seth Godin’s books, especially Tribes

2. Breakthrough Nonprofit Branding by Carol Cone and Jocelyn Daw

3. The BRAND Idea by Nathalie Laidler-Kylander and Julia Shepard Stenzel

4. Brand Against The Machine by John Morgan

Thank You

A partnership between a for-profit and a non-profit for mutual benefit

Matt ScelzaDirector, Incite Los Angeles818.238.6646@CausesLAmscelza@inciteimpact.com