strategies to stand out & build partnerships. by jocelyne daw
DESCRIPTION
Breakthrough nonprofit branding: seven principles to power extraordinary resultsTRANSCRIPT
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Strategies to
Stand out & Build Partnerships
Imagine Canada, Business-Community
Partnership Forum
JOCELYNE S. DAW
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Our Goal – Increase Effectiveness and Impact
• “Breakthrough Nonprofit Branding” book
– Extensive research,11 case studies including Canadian examples
– What does it take for a brand to power extraordinary results?
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What is a Brand?
“It is not the name, the tag line or pretty
colors…..a brand is the set of expectations
and beliefs the marketplace has about you.”
David Placek
CEO, Lexicon Branding
NatureBridge Board Member
Reputation Identity Goodwill
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Breakthrough Nonprofit Branding Principles
1. Discover authentic brand meaning
2. Integrate brand meaning across the
organization
3. Rally internal brand ambassadors
4. Develop 360 brand communications
5. Mobilize external community by
connecting to brand
6. Cultivate partners based on brand
alignment to extend reach & influence
7. Leverage brand for alternative revenue and
value
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UNICEF – Discovering Authentic Brand Meaning
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UNICEF’s External Cluttered Market
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Brand TransformationWhatever it Takes to Save a Child….
“We spent two years defining the meaning
of our brand and focus on childhood
survival. We used the new focus as an
energy force, as a guide to everything we
do.”
- Caryl Stern, President & CEO
U.S. Fund for UNICEF
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Discovering Your BRAND VALUE Proposition
CONVINCE THE HEAD
Rational
Focused and distinct
Relevant
TOUCH THE HEART
Emotional and personal
Serves a higher purpose & cause
ENGAGE THE HANDS
Actionable
Invites people in
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1. Discover and articulate org. leadership position
2. Elevate to cause and outcomes (solve issues)
3. Drive strategy- programs, communications, people
4. Rally communities to accelerate impact
Power of Research: Insights into Action
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A breakthrough brand has an Authentic brand
meaning
• Base: Demonstrates what your
ORGANIZATION does better than
anyone else that delivers value
• Build: Serves a CAUSE and has
tangible outcomes
• Breakthrough: Rallies internal &
external COMMUNITY
“If we’re serious about ending needless child deaths, it can’t be about us.”
- Jay Aldous, CMO of UNICEF
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F R A M E D
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A brand unifies and drives direction
• Brand unifies focus and purpose
• Drives strategy - do, say, act, interact
• Rallies communities
• Accelerates impact
“Our brand is not just a way to communicate; it’s what we do, how
we live and breathe within our organization and engage our
stakeholders at every touch point.” - Lisa Fielder, College Forward
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A brand is inspirational
“Be brave, bold and bigger than the whole organization
that’s what breakthrough brands do. It’s got to be an invitation to join a cause
and a movement.”
Jennifer Dorian, SVP Network Strategy & Brand,
TNT, U.S. Fund for UNICEF Volunteer
People get inspired when they are part
of something bigger than themselves
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“We didn’t give our brand much
thought. It seemed good enough at
first , but it didn’t take long to
realize that it was truly doing us a
disservice.”
“Our brand is not just a way to
communicate; it’s what we do, how
we live and breathe within our
organization and engage our
stakeholders at every touch point.”
- Lisa Fielder, Executive Director, College Forward
College Forward’s Brand Evolution
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The Value of Introspection
2010: $1.8 million2006: $200,000
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Integrate brand meaning
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Heart Disease
& Stroke
Sub-Brands Drive Brand Meaning
Heart Disease
& Stroke
Childhood
Obesity
Overarching
Issue
Cause
Focus
Cause
Sub-Brands
Women and
Heart Disease
Stroke in
Minorities
Master Brand
Overarching
Brand Platform Learn and Live
Heart Disease
StrokeAdults (35-54)
Physical Activity
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RALLY COMMUNITY INSIDE & OUTSIDE
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CULTIVATE A COMMUNITY (OF OWNERS)
CONNECT AND ENGAGE
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FOSTER AND GROW THE COMMUNITY
BASED ON THEIR NEEDS & INTERESTS, PASSIONS, VALUES
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Marketing at Connecting with
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•Focused, compelling, relevant
•Reframe, relevant issues
•Experience the brand
Build a community around
women and heart disease
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“Partnerships build and strengthen our brand, its reach
and credibility. We ensure careful alignment of passions,
goals, values, and target audiences. So, at the core of each
partnership is a win-win relationship.”
Ellen Rethore
VP, Marketing and Communications
Cultivate Breakthrough Partnerships
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Shared Brand Values…Mutual Benefit
“We have a strong belief in directly benefiting our
partners as well as our beneficiary audience.”
Kids’
Well-
Being
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Cataloguing Value-Add AssetsPreparing Internally
Asset Checklist
Brand reputation
Audience
Impact, reach and influence
Community connections
Media relationships
Communications
Social media presence
Volunteer opportunities
Event collaborations
Celebrity spokespeople
Issue expertise
Supporter networks
10,000 volunteers
100 trained counselors
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Identifying TargetsWith Overarching Strategies…
-
•
•
•
•
•
•
•
•
Moderate
Mission
Alignment
Low Mission Alignment
High
Mission
Alignment
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Partnership Analysis FrameworkPreparing Internally
Alignment: Is there strategic alignment
with brand meaning, audience, and
mission?
Structure: Internal support systems?
Financial: Is the potential revenue
greater than the costs involved?
Marketing & reach potential: Does it
build supporter base; heighten awareness
and engagement?
Reputation and risk fit:? Does the
potential partner enhance and strengthen
reputation?
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Developing Goals
Nonprofit Goals Shared Goals Partner Goals
• Generating revenue
• Extending reach to new
audiences
• Building on relationship
with existing audiences
• Creating awareness
• Achieving specific mission-
oriented goals
• Reaching similar audiences
• Building reputation
• Achieving social goals
• Innovation
• Awareness
• Program development and
implementation
• License to operate
• Employee
recruitment/retention
• Reputation lift
• Increased sales
• Access to new market, new
geographic areas
• New stimulus for
innovation
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Evolving PartnershipsKeys to Success
Leadership buy-in and involvement
Clearly define roles and responsibilities
Actively manage relationships, not just programs
Plan realistic expectations and deadlines
Evolve program elements
Communicate continuously
Provide expected and unexpected benefits and opportunities
Celebrate accomplishments
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TRADITIONAL BREAKTHROUGH
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BRAND SHIFT
Logo, look, language What stand for
Raising money Mission in action
Organization Community
Deliver programs Deliver outcomes
Send money Join us
Power of a few Voice of many
Donors Community of believers
Emotional reaction Shared values
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Brand as a living value proposition
• Creates a sense of purpose
• Drives direction and higher performance
• Attracts, motivates and retains best staff/volunteers
• Deepens relationships with supporters
• Generates new supporters and resources
• Fosters innovation & impact
• Changes perceptions, reputation
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• United around clear leadership
position
• Stand out as cause
• Articulate & demonstrate your value
• Foster loyal communities
• Accelerate social impact
Is your Brand Breaking Through?
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Jocelyne S. [email protected] |
Twitter:@jocelynedaw
Let’s Continue the Journey!
Breakthrough Nonprofit Brandingwww.breakthroughnonprofitbranding.com