TOGETHER WE ARE STRONGER2008

TOGETHER, WE ARE STRONGER!

TOGETHER WE ARE STRONGER2008

Branding in the MGFA

• Session objectives:– Understand concepts and value of branding– Apply these concepts to MGFA– Develop strategies to promote and protect the

MGFA brand

TOGETHER WE ARE STRONGER2008

Who Do You Know?

TOGETHER WE ARE STRONGER2008

Concepts of Branding

• What is a Brand?– More than a logo

• Face to the world– Who we are– What we do– Who we serve and represent

• Brand impressions– Good, bad, neutral, ambiguous– Rational and irrational

TOGETHER WE ARE STRONGER2008

Who Do You Know?• Big Brown: “What Can Brown Do for You?”• Red and White Can: “Mmm-mm Good”• “Babies are our business—our only business”• “Just Do It”• “We Try Harder”• “57 Varieties”• “When it really has to get there overnight”• “They keep going and going and going”

TOGETHER WE ARE STRONGER2008

Influencing the Brand

• Set and implement priorities• Do and say things that help public see the

strengths of an organization clearly– Products– Communication strategies– Clarity of purpose– Consistent look and messaging

TOGETHER WE ARE STRONGER2008

What Do Think?• Autos:

– Volvo– Cadillac– Dodge Ram– Corvette

• Fashion– Christian Dior– Lane Bryant– L.L. Bean– Victoria’s Secret

• Cigarettes– Marlboro– Virginia Slim– Corona Cuban Cigar

• Hotels– Ritz Carlton– Holiday Inn

• Shopping– Nordstrom’s– Sears– K-Mart

TOGETHER WE ARE STRONGER2008

What’s Wrong with This Picture?

TOGETHER WE ARE STRONGER2008

Embracing the Brand

• Everyone within the organization understands and believes in what the brand represents

• Everyone with the organization works to ensure brand consistency

TOGETHER WE ARE STRONGER2008

What Do These Have in Common?

• Firestone Tires• ValuJet• Arthur Andersen• Martha Stewart Living • American Red Cross• Johnson & Johnson• United Way • Jack in the Box

TOGETHER WE ARE STRONGER2008

Protecting the Brand

• Everyone lives by the values of the organization• The brand is used only within the parameters

and guidelines of the organization• Everyone in the organization understands the

potential consequences of putting the brand at risk

• No one tolerates impropriety

TOGETHER WE ARE STRONGER2008

Branding in Non-profits

• Why is it important?– Enhance recognition and credibility with constituencies– Attract valuable partners and collaborators– Define and communicate a clear, compelling identity in an

increasingly competitive environment– Increase the reputation, image, perceived value of the

organization and the cause– Increase influence and enhance advocacy – Raise more money– Accomplish mission and goals

TOGETHER WE ARE STRONGER2008

To Stay or Stray

• Organizations DO change brands when necessary

• Not a task for the faint of heart or wallet• Better have a compelling reason• Don’t do it often• ROI needs to be clear• Not about personal preferences

TOGETHER WE ARE STRONGER2008

Brand Evolution

TOGETHER WE ARE STRONGER2008

What Does This Mean to MGFA?

TOGETHER WE ARE STRONGER2008

Growing Our Brand

• One organization, one voice– Same mission– Same constituencies– Same messages– Same interconnected web presence– Same logo

• Maximize the value of our tools– Our name, our logo, our mission, our case statement, our values– The talents and hard work of those who care

TOGETHER WE ARE STRONGER2008

Key is Individual Responsibility

• Every one of us is responsible for ensuring– The mission of MGFA is embodied in every

effort– Constituents are well-served– MGFA has visibility– The organization is not put at risk– Others understand, embrace and protect our

brand

TOGETHER WE ARE STRONGER2008

What Next?

• Organization wide commitment to branding– Visuals and messaging developed, honed and

disseminated– Web standards established– Standards and templates for all communications– Workshops at the local level to help bring everyone to

the same place

TOGETHER WE ARE STRONGER2008

TOGETHER, WE ARE STRONGER!

TOGETHER WE ARE STRONGER2008