What’s Your Brand?: How Smart Communications Can Bring Long-Term Gains For Your Organization
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Transcript of What’s Your Brand?: How Smart Communications Can Bring Long-Term Gains For Your Organization
What’s Your Brand?How smart communications can bring long-term gains for your organization.
Christopher HornDirector of CommunicationsAmerican [email protected]: @jhawk10is
Mark DeSantisCommunity Partnerships Program ManagerNational Park [email protected]
What’s Your Brand?
What is a brand?
What’s Your Brand?Branding and Community Forestry
● Breaking up “community forestry”
● Your brand is the first introduction to your organization
● A well-defined brand can differentiate you from other forestry organizations
What’s Your Brand?Why Your Brand Is an Asset
● Reinforce mission statement
● Tell your story
● Build Capacity and Friend-raising
What’s Your Brand?Reinforce Your Mission Statement
● Who are you?
○ NGO vs. For-Profit vs. Government Agency○ Environmental, Beautification, Education, Service, etc.
● Mission achievement
○ Evaluation of your work○ An opportunity to avoid “mission creep”
What’s Your Brand?
What you can do● Gather information from constituents
● Brand workshops
● Testing with staff and board of directors
● Consultant evaluations (budget
contingent)
What’s Your Brand?Tell Your Story
● Define your audience
● Develop your identity
● Explore communications channels
○ Digital○ Physical
What’s Your Brand?
What you can do● Gather information from constituents
● Use data/analytics to drive content
strategy
● Implement slight alterations at little to
no cost
● Brand consultation (budget contingent)
What’s Your Brand?Build Capacity and Friend-Raising
● Break through the noise and reach donors
○ Find your donors [both current and future]
● Create not just a brand - but a personality
○ Brand equity and asset value
● Effective and consistent communication
What’s Your Brand?
What you can do● Evaluate your donor base
● Review solicitations to reflect the “new” brand
● Determine most effective and appropriate communications channels for your organization and focus your energy there
What’s Your Brand?
Questions?
Thank you!