Logo is to brand what cow is to herd

8/7/2019 Logo is to brand what cow is to herd

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Test Cell Integration and EngineDevelopment Tools

{DATE}

Test Cell Integration and EngineDevelopment Tools

Date

Wendy CorrellExecutive [email protected]

Logo is to Brand asCow is to Herd

A case study


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Experience Expert

DISCLAIMER


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IS THIS YOUR IDEA OF BRANDING?


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OR IS THIS YOUR IDEA OF BRANDING?


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HOW ABOUT THIS?


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HOW WE SOUGHT TO CONQUER BRANDING.

And why.


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A BRAND IS SOMETHING THEWHOLE ORGANIZATION MUSTLIVE, BREATHE AND

PROJECT.

WHAT IS A BRAND?


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IT IS OURCONNECTION

AND PROMISETO THECOMMUNITY.

WHAT IS BRANDING REALLY?


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FOUR STEP APPROACH.

discover define design deliverWhat thecommunitythinks of us,what we think ofourselves and

how we canmake a greaterimpact.

Where we arein the market,where we wantto be and howto get there.

Where are thedonors and howdoe we attractthem. How welook, speak and

act when we getthere.

Campaignlaunch andcontinualevaluation ofsuccess or

failures.

BRAND DEVELOPMENT PROCESS


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Review existingcommunications strategy plans

Interview board members

Interview current contributors

Interview non-believers

Conduct communications/competitive benchmark audit

Identify operational issues,

SWOTs, and objectives

BRAND DEVELOPMENT

DISCOVER


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How would we describe our bestcontributor:

Length of relationship?

Average donation?

Why did they become involved?

How will we segment our targets? Which are most valuable?

Which have the mostopportunity for growth?

What is the AAPSEF experience?

How do they become interestedin the cause?

What influences them todonate?

What will keep them engagedover time?

BRAND DEVELOPMENT

DISCOVER


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WE WANT TO

UNDERSTAND.

What are our current marketingplans and goals?

How are economic changes

affecting us?

Are there other external factorsimpacting our message?

What are we doing to capitalize onthese trends?

How and with what frequency dowe communicate with supporters?

BRAND DEVELOPMENT

DISCOVER


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What is the vision and long-termstrategic goals for AAPSEF?

Do we have internal consensus ofwho we are, why should you donate toAAPSEF over other non-profits?

What are your competitive strengths

and or weaknesses?

What is the ideal brand personality

for AAPSEF

What does the community think of us?

BRAND DEVELOPMENT

DISCOVER


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In-depth stakeholderinterviews.

Profile current contributorsusing a survey to learn whatmotivates behaviors and theinformation sources theirchoices.

Profile current non-contributors (or those whooppose our efforts) to learnwhat obstacles we face.

Conduct communicationsaudit and competitivebenchmark analysis.

BRAND DEVELOPMENT

DISCOVERY PHASE IMPLEMENTATION


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Establish, refine orunderstand brandplatform

Core values Position Personality

Essence

Define/identify targets(donors/clients)

Define key appeals andmessage strategies

Establish performancecriteria

Develop creative briefs

DEFINE

BRAND DEVELOPMENT


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BRANDPOSITIONING &

PROMISE.How are we better and different

from our competitors? Not justeducational foundations, but non-

profits, PTOs, booster clubs, etc.

Position elements define:

Core offer Core competition

Core target

Key appeals

BRAND DEVELOPMENT

DEFINE


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BRAND DEVELOPMENT

DEFINE


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BRAND DEVELOPMENT

Brand Essence

The quality that most clearlydefines what the brand

means to its most loyalcontributors.

One statement thatsummarizes who

we are and why we

are different. ThinkMission Statement.

DEFINE


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Brainstorm, thinkabout and identifywhat yourpersonality is. Thiswill inform allaspects of the

organizationinternally andexternally.

Brand personality:

passionate? quality? trusted?

Tone of voice:

confident? approachable?

sophisticated?

WE ARE NOT:

cold? cheap? boring?Spendthrifts?

BRAND DEVELOPMENT

DEFINE


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BRAND DEVELOPMENT

MISSIONVISION

TAG LINEGUIDING PRINCIPLE

LOGO


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Visual and verbalbrand language

Application to current

materialsCommunications/medi

a plan

DESIGN

BRAND DEVELOPMENT


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Design a distinct visualand verbal language todemonstrate the positionand personality of

AAPSEF.

Design elements of thebrand such as typography,colors and graphicsshould be considered.

BRAND DEVELOPMENT

DESIGN


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APPLICATION TOCURRENT

MATERIALS.

The design concepts are applied tothe various communicationelements.

Web site

Print Ad

Newsletter

PSA

Social Media

Radio

Billboard Invitations

Correspondence

Annual Report

BRAND DEVELOPMENT

DESIGN


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BRAND DEVELOPMENT

Work with a team of designersto establish the look/feel forthe organization.

Demonstrate applications tocurrent materials, web, radioPSA and print advertisementand e-newsletter.

Communications / media plan

development.

DESIGN


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CampaignLaunch hold aparty

Buzz press

releasesAdjustmentstweak asnecessary

DELIVER

BRAND DEVELOPMENT


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BRAND DEVELOPMENT

DELIVER


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BRAND DEVELOPOMENT

AAPSEF Preliminary FY2009 Advertising Budget AllocationSample Plan A

Print

Ann Arbor Observer - 6 issues $xxx

Jewish News - 6 issues $xxx

Ann Arbor Family 6 issues $xxxx

Business Review 6 issues $xxxx

High School Theater Programs $xxx

Its Not Just for Kids Season Program Michigan Theater $xxxx

University Musical Society Season Program $xxxx

Broadcast

WQKL 8 weeks $xxxxx

Interactive

Possibilities include: Mlive.com, annarbor.com,, annarborchronicle.com, arborweb.com: 4-6 months $XXX

Outdoor

To be determined based on what we are able to get NCdonated from local businesses who are currently

using the outdoor medium.

TOTAL $XXXXX

DELIVER


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BRAND DEVELOPMENT

DELIVER


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BRAND DEVELOPMENT

DELIVER


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BRAND DEVELOPMENT

DELIVER

BRAND DEVELOPMENT


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BRAND DEVELOPMENT

DELIVER

RESOURCES


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RESOURCES

Branding for Nonprofits. Developing Identity withIntegrity. DK Holland

Brandraising. How nonprofits raise visibility and money

through smart communications. Sarah Durham

Guerilla Marketing for Nonprofits. Jay Conrad Levinson,Frank Adkins and Chris Forbes

Nonprofit Tagline Database.http://gettingattention.org/nonprofit-taglines/database/

RESOURCES
http://gettingattention.org/nonprofit-taglines/database/http://gettingattention.org/nonprofit-taglines/database/http://gettingattention.org/nonprofit-taglines/database/http://gettingattention.org/nonprofit-taglines/database/


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RESOURCES

How to Develop a Brand for Your Nonprofit.http://www2.guidestar.org/rxa/news/articles/2011/how-to-develop-nonprofit-brand.aspx?hq_e=el&hq_m=904725&hq_l=4&hq_v=8281089040

What Does it Mean to Build a Nonprofit Brand (and WhyDoes It Matter). Database.http://gettingattention.org/nonprofit-taglines/database/

Beyond the Logo Breakthrough Nonprofit Branding.Jacelyne S. Daw, Carol Cone (have not read the book,only read a positive review)
http://www2.guidestar.org/rxa/news/articles/2011/how-to-develop-nonprofit-brand.aspx?hq_e=el&hq_m=904725&hq_l=4&hq_v=8281089040http://www2.guidestar.org/rxa/news/articles/2011/how-to-develop-nonprofit-brand.aspx?hq_e=el&hq_m=904725&hq_l=4&hq_v=8281089040http://www2.guidestar.org/rxa/news/articles/2011/how-to-develop-nonprofit-brand.aspx?hq_e=el&hq_m=904725&hq_l=4&hq_v=8281089040http://www2.guidestar.org/rxa/news/articles/2011/how-to-develop-nonprofit-brand.aspx?hq_e=el&hq_m=904725&hq_l=4&hq_v=8281089040http://gettingattention.org/nonprofit-taglines/database/http://gettingattention.org/nonprofit-taglines/database/http://gettingattention.org/nonprofit-taglines/database/http://gettingattention.org/nonprofit-taglines/database/http://www2.guidestar.org/rxa/news/articles/2011/how-to-develop-nonprofit-brand.aspx?hq_e=el&hq_m=904725&hq_l=4&hq_v=8281089040http://www2.guidestar.org/rxa/news/articles/2011/how-to-develop-nonprofit-brand.aspx?hq_e=el&hq_m=904725&hq_l=4&hq_v=8281089040http://www2.guidestar.org/rxa/news/articles/2011/how-to-develop-nonprofit-brand.aspx?hq_e=el&hq_m=904725&hq_l=4&hq_v=8281089040http://www2.guidestar.org/rxa/news/articles/2011/how-to-develop-nonprofit-brand.aspx?hq_e=el&hq_m=904725&hq_l=4&hq_v=8281089040http://www2.guidestar.org/rxa/news/articles/2011/how-to-develop-nonprofit-brand.aspx?hq_e=el&hq_m=904725&hq_l=4&hq_v=8281089040http://www2.guidestar.org/rxa/news/articles/2011/how-to-develop-nonprofit-brand.aspx?hq_e=el&hq_m=904725&hq_l=4&hq_v=8281089040http://www2.guidestar.org/rxa/news/articles/2011/how-to-develop-nonprofit-brand.aspx?hq_e=el&hq_m=904725&hq_l=4&hq_v=8281089040http://www2.guidestar.org/rxa/news/articles/2011/how-to-develop-nonprofit-brand.aspx?hq_e=el&hq_m=904725&hq_l=4&hq_v=8281089040http://www2.guidestar.org/rxa/news/articles/2011/how-to-develop-nonprofit-brand.aspx?hq_e=el&hq_m=904725&hq_l=4&hq_v=8281089040http://www2.guidestar.org/rxa/news/articles/2011/how-to-develop-nonprofit-brand.aspx?hq_e=el&hq_m=904725&hq_l=4&hq_v=8281089040

Logo is to brand what cow is to herd

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