Branding Your NGO with PR Mary Schnack Washington
Branding Your NGO with PR Mary Schnack Washington DC mary@maryschnac k. com
v. Branding WHAT is a brand ? Your most valuable asset. Emotional connection between you and your audience.
Branding Size of Non-Profit Doesn’t Matter BRAND your UNIQUENESS
Basic Branding Principles Brand Name Narrow Your Focus Build Your Brand with PR
Visual and Verbal • Visual (logo) • Verbal (short message/tag line) – Description – Benefits
v. Branding is Visual and Verbal How do you want the public to think of you? What differentiates you from your competitors? How can I position myself to reflect these unique characteristics? How can you build customer loyalty? And how do you communicate that? Do your logo and tagline act effectively in building brand awareness?
Creating a Brand v Decide v Describe v Publicize
Decide v. Who are you? v. What do you want to be?
Describe: Brand Positioning Statement Brand positioning will allow you to communicate effectively why you are the best solution for your customers.
Publicize v Third Party Endorsement v Be the “Expert” v Speeches, Publicity
TELL YOUR STORY!
Tout Your Success Let others know!
Promote Your Strengths ALWAYS remind them why you’re SPECIAL
Put Your Brand EVERYWHERE v Letterhead, Business Cards v Website and E-Mail v Advertising v Give-aways
Social Media for Personal Branding v “Blow your horn” or “Communicate your Passion” v Create an Awareness for your Expertise v Point to your blog v Share openly and pay it forward v Help people=receive recommendation v Doesn’t replace face-to-face
Online Branding v Well-designed professional website v Carefully consider photos/videos on Facebook, You. Tube, Connected-Women, etc v Google yourself!
The Branding Promise CONSISTENCY
Drivers of Brand AWARENESS v Advertising v Media Presence v Word of Mouth
Drivers of Brand LOYALTY v Relationships v Customer Satisfaction v Perceived Value
v www. connectedwomen. com. Mary. Schnack. com v PR Works e-book. Only $10 v Skype: Comm. Bridges v mary@maryschnack. com
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