WHAT A BRAND IS NOT
wannapixel.com/rebranding
"Marketing is a set of tools and processes for promoting your business...
"A LOGO IS A BRAND"
While logos are an important tool to visually identify your brand, a logo is not a brand in itself.
Branding is complex, involving promises that your organization makes to your constituents, how you deliver on those promises, and how those constituents perceive the value that you deliver.
misconception
Branding is the culture itself, the message that permeates and rules the entire process of your business."
"BRANDING NEEDS TO BE EXPLICIT, ESPECIALLY FOR SMALL OR UNKNOWN ORGS"
misconception
"The way a brand makes you feel communicates much more strongly than what the brand name says"
WHICH IS STRONGER?
California Computers for Hippies
explicit
Apple
WHICH IS MORE MEMORABLE?
California Computers for Hippies
explicit
Apple
WHAT FEELING DO THEY EVOKE?
California Computers for Hippies
explicit
Apple
"YOU ARE THE ULTIMATE AUTHORITY ON YOUR BRAND"
misconception
"While you set the tone and get the ball rolling, ultimately it is your constituents who define your brand...
"Their perception of your brand is what sticks with the people they influence."
"THERE IS A FORMULA FOR SUCCESS WHEN CREATING A BRAND"
misconception
"There is no formula. Every brand is and always will be a customized experience...
"The good news is that a brands success can be effectively measured."
CREATING A SUCCESSFUL BRAND
ESTABLISH YOUR PURPOSE
1
Why did you build (join) this organization?
Why do you want to help this specific group of people?
Why does it matter to you that these specific things get done?
IDENTIFY YOUR AUDIENCE
2
Who do you hope to attract to your brand?
What message are you hoping to communicate?
CHOOSE YOUR PERSONALITY
AND
VOICE
3
What kind of voice do you want to use for your brand?
How do you want to be perceived?
Approachable and casual?
Corporate and Formal?
Will you be able to stay true to this identity throughout the existence of your brand?
OUTLINE YOUR VALUES
4
Who are you?
Why do you exist?
What are you unwilling to compromise on?
Zappos Family Core Values
- Deliver WOW Through Service
- Embrace and Drive Change
- Create Fun and A Little Weirdness
- Be Adventurous, Creative, and Open-Minded
- Pursue Growth and Learning
- Build Open and Honest Relationships With Communication
- Build a Positive Team and Family Spirit
- Do More With Less
- Be Passionate and Determined
- Be Humble
HEALTHCARE RELATED BRANDS
EFFECTIVE NONPROFIT BRAND NAMES
- charity: water
- DoSomething.org
- Feeding America
- No Kid Hungry
- Girl Effect
- Girls Who Code
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By Nathan Porter
