Logo is to Brand as

Cow is to Herd
A case study

Test Cell Integration and Engine

Development Tools
Date
{DATE}

Wendy Correll
Executive Director
wcorrell@aapsef.org
DISCLAIMER

Experience ≠ Expert
IS THIS YOUR IDEA OF BRANDING?
OR IS THIS YOUR IDEA OF BRANDING?
HOW ABOUT THIS?
HOW WE SOUGHT TO CONQUER BRANDING.

And why.
WHAT IS A BRAND?

A BRAND IS SOMETHING THE

WHOLE ORGANIZATION MUST
LIVE, BREATHE AND
PROJECT.
WHAT IS BRANDING REALLY?

IT IS OUR
CONNECTION
AND PROMISE
TO THE
COMMUNITY.
WHY BRAND?

- ACCELERATED
GROWTH,

- ABILITY TO
DISTINGUISE
OURSELVES FROM
THE COMPETITION,

- ATTRACT DONORS
FOR LIFE.
BRAND DEVELOPMENT PROCESS

FOUR STEP APPROACH.

discover define design deliver

What the Where we are Where are the Campaign
community in the market, donors and how launch and
thinks of us, where we want doe we attract continual
what we think of to be and how them. How we evaluation of
ourselves and to get there. look, speak and success or
how we can act when we get failures.
make a greater there.
impact.
BRAND DEVELOPMENT

DISCOVER

Review existing
communications 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

How would we describe our best

contributor:
– Length of relationship?
– Average donation?
– Why did they become involved?
How will we segment our targets?
– Which are most valuable?
– Which have the most
opportunity for growth?
What is the AAPSEF experience?
– How do they become interested
in the cause?
– What influences them to
donate?
– What will keep them engaged
over time?
BRAND DEVELOPMENT

WE WANT TO
DISCOVER
UNDERSTAND.
What are our current marketing
plans and goals?

How are economic changes

affecting us?

Are there other external factors

impacting our message?

What are we doing to capitalize on

these trends?

How and with what frequency do

we communicate with supporters?
BRAND DEVELOPMENT

DISCOVER

What is the vision and long-term

strategic goals for AAPSEF?

Do we have internal consensus of

who we are, why should you donate to
AAPSEF 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

DISCOVERY PHASE IMPLEMENTATION

• In-depth stakeholder
interviews.
• Profile current contributors
using a survey to learn what
motivates behaviors and the
information sources their
choices.
• Profile current non-
contributors (or those who
oppose our efforts) to learn
what obstacles we face.
• Conduct communications
audit and competitive
benchmark analysis.
BRAND DEVELOPMENT

DEFINE
Establish, refine or
understand brand
platform

– Core values
– Position
– Personality
– Essence

Define/identify targets
(donors/clients)

Define key appeals and

message strategies

Establish performance
criteria

Develop creative briefs

BRAND DEVELOPMENT

BRANDPOSITIONING
DEFINE &
PROMISE.
How are we better and different
from our competitors? Not just
educational foundations, but non-
profits, PTO’s, booster clubs, etc.

Position elements define:

– Core offer
– Core competition
– Core target
– Key appeals
BRAND DEVELOPMENT

DEFINE
BRAND DEVELOPMENT

DEFINE

One statement that

summarizes who
Brand Essence we are and why we
The quality that most clearly are different. Think
defines what the “brand”
means to its most loyal
Mission Statement.
contributors.
BRAND DEVELOPMENT

DEFINE

Brainstorm, think Brand personality:

about and identify passionate? • quality? • trusted?

what your Tone of voice:

personality is. This confident? • approachable? •
will inform all sophisticated?

aspects of the WE ARE NOT:

organization cold? • cheap? • boring?

Spendthrifts?
internally and
externally.
BRAND DEVELOPMENT

MISSION
VISION
TAG LINE
GUIDING PRINCIPLE
LOGO
BRAND DEVELOPMENT

DESIGN

Visual and verbal

brand language
Application to current
materials
Communications/medi
a plan
BRAND DEVELOPMENT

DESIGN

Design a distinct visual

and verbal language to
demonstrate the position
and personality of
AAPSEF.

Design elements of the

brand such as typography,
colors and graphics
should be considered.
BRAND DEVELOPMENT
APPLICATION TO
DESIGN
CURRENT
MATERIALS.
The design concepts are applied to
the various communication
elements.
– Web site
– Print Ad
– Newsletter
– PSA
– Social Media
– Radio
– Billboard
– Invitations
– Correspondence
– Annual Report
BRAND DEVELOPMENT

DESIGN

• Work with a team of designers

to establish the look/feel for
the organization.

• Demonstrate applications to
current materials, web, radio
PSA and print advertisement
and e-newsletter.

• Communications / media plan

development.
BRAND DEVELOPMENT

DELIVER

Campaign
Launch – hold a
party
Buzz – press
releases
Adjustments –
tweak as
necessary
BRAND DEVELOPMENT

DELIVER
BRAND DEVELOPOMENT

DELIVER
AAPSEF Preliminary FY2009 Advertising Budget Allocation
Sample 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
It’s 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 NC
donated from local businesses who are currently
using the outdoor medium.

TOTAL $XXXXX
BRAND DEVELOPMENT

DELIVER
BRAND DEVELOPMENT

DELIVER
BRAND DEVELOPMENT

DELIVER
BRAND DEVELOPMENT

DELIVER
RESOURCES

Branding for Nonprofits. Developing Identity with

Integrity. 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

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=828
1089040

What Does it Mean to Build a Nonprofit Brand (and Why

Does 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)