Living Your Brand: Implementation Aga Siuda, Brand Designer Kelley Jarrett, Market Manager

“Behind strong nonprofit brands are strong leaders to ensure consistent brand

communication penetrates every aspect of the organization.”

Roxanne Spillett, President, Boys & Girls Clubs of America

“You must live the brand internally before you start to externalize it. Be aware that brand is more than your logo and color palette, it is in

every customer interaction and every message.

Jim Gibbons, President and CEO, Goodwill Industries International

THE PERCEPTION

The Perception SOCIAL MONITORING

–  How are people responding to you? –  What makes people happy?

–  What inspires them to act? –  What are your competitors doing? –  Conduct brand awareness/perception surveys

THE TOOLS –  Google Alerts: When the above keywords, phrases or your brand name is

mentioned, Google will send you an alert –  Socialmention: allows you to track and measure what people are saying

about your organization across the web’s social media landscape in real time. SocialMention monitors 100+ social media properties directly.

–  TweetDeck: see tweets (conversations, comments, feedback) regarding your brand and keyword/phrases in real time in dashboard format

The Perception CHECK FOR CONSISTENCY – PUT THEM ALL ON THE TABLE

–  Print collateral – annual reports, letterhead, business cards, marketing –  Website –  Social pages – twitter, Facebook, Pintrest, etc.

REVISIT YOUR VISUAL IDENTITY SYSTEM

–  Does your logo accurately represent your organization? –  Does the color palette communicate the appropriate message? –  Does the typography give the appropriate voice?

THE PROMISE

The Promise THE COMMITMENT YOU MAKE TO YOUR CONSTITUENTS

The American Heart Association has an extraordinary impact on your life by empowering you and your loved

ones to save lives, live healthier, and enjoy more peace of mind about cardiovascular health.

Your Promise is Communicated Through: YOUR BRAND STORY

–  Who do you serve, what do you do and how do you fulfill your mission?

VISUAL ELEMENTS

–  Logo, colors, styles, print, digital

PERSONAL CONTACT

–  Asks, meetings, culture, reception

THE VOICE

Personality IDENTIFY PERCEPTION

–  True –  Positive –  Committed –  Heroic

UPHOLD PERSONALITY TRAITS IN ALL COMMUNICATIONS

–  Phone –  In Person –  Email –  Direct Mail

http://www.socialmediaexaminer.com/4-free-tools-to-help-you-socially-monitor-your-brand/

Brand Message BENEFITS VS. FEATURES

–  This program is great because… VS.

–  The program will benefit you by…

CLEAR, CONCISE AND RESULTS-DRIVEN

–  Honesty –  Clarity –  Action-oriented

http://www.socialmediaexaminer.com/4-free-tools-to-help-you-socially-monitor-your-brand/

THE PEOPLE

Your People Are Your Brand HOLD REGULAR BRAND TRAININGS

HAVE A CLEAR POINT OF CONTACT

DEFINE AND DOCUMENT ALL ASPECTS OF YOUR BRAND

PROVIDE TOOLS FOR SUCCESS –  Email templates –  Letterhead –  Scripts/tone training

LET THEM TELL THEIR PERSONAL STORIES

TEST THEM AND MAKE IT FUN!

LIVING YOUR BRAND

Living Your Brand ASSIGN A “BRAND MANAGER”

–  Monitor and Guide Social Media –  Recruit brand ambassadors –  Share brand success stories with the staff

TOOLS FOR SUCCESS –  Email, blog, letterhead and collateral toolkit –  Conduct trainings at staff retreats

and NEOs –  Brand newsletter reminders

HAVE FUN! –  Brand Workshops –  Collage building Contest – Pintrest –  Contests

A Case Study: American Heart Association

THE PERCEPTION THE PROMISE THE PEOPLE LIVING THE BRAND

Living Your Brand: Implementation

The Guide Series Continues… Communicating Your Brand: THE BRAND MANUAL Wednesday, June 27th Expanding Your Brand: MILESTONE LOGOS Thursday, June 28th

www.guidecreative.com

Questions?

Kelley Jarrett – MARKET MANAGER, CREATIVE SERVICES Kelley.jarrett@guidecreative.com

@keljar

Aga Siuda – BRAND DESIGNER Aga.siuda@blackbaud.com