Brandraising
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20-Oct-2014 -
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Transcript of Brandraising
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#brandraising @bigducksarah @bigduck
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Photo by Tax Credit
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bigducknyc.com
Takeaway Consistency counts
Exercise Layout your materials and review, no agenda
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bigducknyc.com
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Blue slide: be clear about what you want to say as an organization, and how you want to say it.
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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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bigducknyc.com
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bigducknyc.com
Visual Identities Contain Logo Colors Typography Use of imagery / graphics
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bigducknyc.com
Messaging Platforms Contain Name, abbreviation Tagline External vision, mission, values statements Key messages Elevator pitch Lexicon
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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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bigducknyc.com
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Photo credit: bigstockimages.com
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Caption
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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
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bigducknyc.com
CASE STUDY New York Peace Institute
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bigducknyc.com
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bigducknyc.com
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bigducknyc.com
The New York Peace Institute
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bigducknyc.com
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bigducknyc.com
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bigducknyc.com
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bigducknyc.com
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bigducknyc.com
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bigducknyc.com
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bigducknyc.com
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bigducknyc.com
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bigducknyc.com
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bigducknyc.com
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bigducknyc.com
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bigducknyc.com
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bigducknyc.com
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bigducknyc.com
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bigducknyc.com
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bigducknyc.com
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CASE STUDY
Masa Israel Journey
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Resources and Overview
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Big Duck Resources • Big Duck website
www.bigducknyc.com • Duck Call blog
www.bigducknyc.com/blog • Duck Pond e-news
www.bigducknyc.com/DuckPondE-news
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Upcoming Workshops • 9/27 Big Duck webinar: Writing for
the Web (TODAY at 2pm) • 10/24: Bagels at Big Duck:
Brandraising, Phase II: The Creative Process
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Thanks!
© Jeremy Crow