Design for Non profit Organization
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Transcript of Design for Non profit Organization
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Branding by Designing
by Andrea Naddaff
Design for Non Commercial Organization
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Branding is an essential tool for the non profit organization
An equation of both the physical ( name, tagline, logo, color) and mental (attributes, personality) brandingmust extend across all customer and audience touch points
Branding is the “Visual” “the feeling” and “the remembrance” of an organization that are important
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Logo“Logo are often the most visual, most used
and most recognized from of branding, followed by a company’s tagline”
Naddaff, A. (2004). Branding by Design. Communication World, 21(5), 18-21. http://search.ebscohost.com
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What do you visualize when you think about breast cancer ?
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American Red Cross
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Design and seriousness in missionstatement
Mission Statement – Habitat for Humanity InternationalHabitat for Humanity works in partnership with God and people everywhere, from all walks of life, to develop communities with people in need by building and renovating houses so that there are decent houses in decent communities in which every person can experience God’s love and can live and grow into all that God intends. http://www.habitat.org/how/mission_statement.aspx
What is this organization name ?
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Nonprofit organizations require a much softer sales touch than their business world counterparts, and finding that right approach can make branding difficult. When pulling together any branding campaign, whether for profit or nonprofit purposes, there are five Ps to keep in mind
Naddaff, A. (2004). Branding by Design. Communication World, 21(5), 18-21. http://search.ebscohost.com
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BRANDING FOR NONPROFITS: THE FIVE P's
Position PromisePermissionPersonalityPermanence
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PositionAn organization's position refers to what
is unique about it. What does your specific charity offer that is different?
Naddaff, A. (2004). Branding by Design. Communication World, 21(5), 18-21. http://search.ebscohost.com
http://www.tomsshoes.com/default.aspTom’s shoes
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PromiseCommunicate the benefits and true
attributes of an organization.
Naddaff, A. (2004). Branding by Design. Communication World, 21(5), 18-21. http://search.ebscohost.com
http://www.redcross.org/?cm_sp=THD_Marketing-_-Weather_Hurricane-_-Recovering-_-RedCross
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PermissionPermission refers to the do's and don'ts of
an organization. (For instance, a hospital's brand should not have a harsh or aggressive tone. Instead, it should display warmth, sympathy and hospitality.)
Naddaff, A. (2004). Branding by Design. Communication World, 21(5), 18-21. http://search.ebscohost.com
http://www.tg.stjude.org/
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PersonalityWhat is the voice and attitude of the
organization? If your charity provides food and shelter for children, your branding should nurture and reflect warmth.
Naddaff, A. (2004). Branding by Design. Communication World, 21(5), 18-21. http://search.ebscohost.com
http://www.unicef.org/
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PermanencePermanence speaks to the enduring
qualities of the brand.
Naddaff, A. (2004). Branding by Design. Communication World, 21(5), 18-21. http://search.ebscohost.com
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GAMEhttp://www.sporcle.com/games/corplogos.
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