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Branding Through Websites Using features, content, and graphic design to help constituents and funde

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Title: Branding Through Websites Using features, content, and graphic design to help constituents and funde


1
Branding Through WebsitesUsing features,
content, and graphic design to help constituents
and funders see you as you would like to be seen
N-TEN WebinarNovember 15th, 2005
2
What Well Cover
  • What is a Brand?
  • Influencing Your Brand
  • Influencing Brand Through Your Website
  • Speed Branding Exercise
  • Branding Through
  • Statements
  • Information and Functionality
  • Prioritization
  • Graphic Design
  • Speed Branding Part Two

3
The Logistics
  • Well try to make this webinar as interactive as
    possible.
  • There are two ways for you to ask a question
  • Typing your question into the chat box
  • Raising your hand
  • But for now please mute your phone by pressing
    6
  • Un-mute it again by pressing 7
  • I can also mute or un-mute you

4
Introductions
  • Lets introduce ourselves.
  • What organization are you with? What do you hope
    to get out of this session?

5
What is a Brand?
6
What is a Brand?
  • A brand is a persons gut feeling about an
    organization

The impression we share of these organizations is
their brand
7
What is a Brand?
  • Brands are influenced by all sorts of different
    things, both rational and not so much

They sent those stupid stickers that got stuck
all over the dog
That woman was so nice on the phone
Theyre always on the news with important things
to say
They won the Nonprofit of the Year award from
that foundation
They have such an informative website
Their name sounds so technical
8
What is a Brand?
Brands often speak to the gut rather than to the
head
Care for some salad dressing?
9
What is a Brand?
  • A brand is not what you say it is.

Its what they say it is
10
Influencing Your Brand
11
Influencing Your Brand
You have a brand its what your constituents
think of you
Theyre extraordinarily knowledgeable, but that
means theyre hard to talk to
They only work with old people
Theyre caring people, but not great with money
They look so good, they must be expensive
They dont quite have their act together yet
The idea is to change what you do and say so that
people see your strengths clearly
12
Influencing Your Brand
  • This isnt deceptive. Its about clearly
    informing people what youre about and then
    practicing what you preach

These companies have largely branded themselves
through quality and service
13
The One Minute Brand Definition Guide
  • Consider (honestly) how you are perceived
  • Brainstorm how you would like to be perceived.
    Try the mad-lib approach
  • XYZ Organization is so (adjective)
  • Theyre great at (noun)
  • Theyre different because (reason)
  • Define concise and compelling answers for
  • What do you do?
  • Why does it matter?
  • What makes you different?

14
For Instance
  • Red Cross
  • Provides disaster relief care internationally
  • Helps people prevent and prepare for emergencies
  • Red Cross saves lives
  • Neutral, international, caring, extremely
    professional, politically savvy, logistically
    sophisticated
  • Wave Hill
  • A public garden dedicated to aesthetic
    horticulture and the arts
  • A world renowned horticultural destination
  • Not a botanical garden, not a historic estate
    your own country house
  • A uniquely tasteful, serendipitous, beautiful
    place which must be visited in person

15
Branding Through Websites
While uniqueness is important, there are some
things that nonprofits frequently would like to
communicate
Expert
Responsive
Professional
Eager for your involvement
Trustworthy
Caring
Friendly
Financially sound
These arent sufficient, but theyre a good start
16
For More Information
This topic could (and does!) fill books
  • Marty Neumeier, The Brand Gap
  • Alina Wheeler, Designing Brand Identity
  • Al Ries, Jack Trout, Positioning The Battle for
    Your Mind
  • Community Wealth Ventures, Branding White Paper
    http//www.pavingpathways.org/tools/Branding_White
    _Paper.pdf
  • DK Holland, Whats That Branding Buzz I Hear?
    http//www.fdncenter.org/pnd/npodesign/npodesign.j
    html?id37800053

17
Influencing Your BrandThrough Your Website
18
Branding Through Websites
A website is only one of many ways to influence
your brand
Logos
Naming and signage
Services
Public Relations
Print materials and letters
Websites
Phone interactions
Etc.
but a powerful one that can influence many
audiences
19
Branding Through Websites
Many distinct aspects of your website influence
your brand
Statements
Graphic Design
Overall Site Feel
Prioritization
Information Functionality
20
For instance.
www.redcross.org
Were an expert international relief organization
doing tangible, important work on the ground.
21
For instance
www.wavehill.org
Its an amazingly beautiful place. We care a
whole lot about plants.
22
For instance.
www.826NYC.com
Were a fun kind of tutoring. For kids.
Different. Possibly somewhat insane.
23
For instance
GIVE US MONEY! Cmon, dont you trust us?
24
Speed Branding Part One
  • Were about to look at a real organizations
    homepage
  • Take a look, and think through three questions
  • What does this organization do?
  • What would you say theyre really good at?
  • What makes them different than other similar
    orgs?
  • If you can, enter your thoughts into the chat
    screen
  • Ill give you a couple minutes, and then well
    discuss

25
  • What do they do?
  • What would you say they are really good at?
  • What makes them different?

26
Influencing Your BrandThrough Your Website
27
Branding Through Websites
And now to delve deeper into the website aspects
that influence your brand.
Statements
Graphic Design
Overall Site Feel
Prioritization
Information Functionality
28
Branding Through Statements
29
Statements
Simple, concise statements can be a very
effective way to communicate your message
www.groundspring.org
www.heifer.org
30
Statements
Taglines the most useful thing that youre
(likely) not using
A tagline can gracefully appear on every page
31
Statements
Its best not to take statements too far, however

Statements of more than simple facts can appear
insincere and sales-y
32
Statements
The tone and voice of the text throughout your
site also affects how people perceive you
Got a question, query, or comment for Truth? Or
maybe you just want to tell us how super awesome
you think we are? Or aren't. Or whatever. Lay
it on us.
The Cancer Journal is devoted to experimental,
epidemiological and social investigations. The
editor gives priority to didactic publications
on biology for clinicians.
Instructional text on Contact Us page
www.thetruth.com
Text about how to submit an article
www.tribunes.com/tribune/cancer-j.htm
33
Branding Through Information Functionality
34
Information Functionality
Providing actual services on your website gives
evidence of your value in the most genuine of
ways
www.scorecard.org

Make sure your website contains useful
information and functionality
35
For example
A clearinghouse of news and resources in your
field shows you as central in your field
www.positiveyouth.org
36
For example
Whitepapers are tangible proof of your expertise
www.nrdc.org
37
For example
Articles about your own services show the human
side and the breadth of what you do
www.redcross.org
38
For example
Pictures and videos are worth a thousand words
www.wavehill.org
39
For example
Searchable databases show the depth of your
knowledge and your commitment to making it
accessible
www.nyhumanities.org
40
For example
Community tools blogs, message boards, etc
show the strength of your community and your
passion to get people involved
www.techsoup.org
41
For example
Games or interactive pieces can communicate
sophisticated ideas in a fun and interesting way
www.tryscience.org
42
Information Functionality
The sky is the limit
Wikis/ document sharing
Chat functionality
Interactive maps
Sell products
Online training
Financial calculators
Glossary of Terms
Guides to services
The idea is to offer value rather than just talk
about it
43
Branding Through Prioritization
44
Prioritization
There is invariably a lot of information in a
website
Prioritize to draw your visitors to the key pieces
45
Prioritization
Choose only a few things to highlight on your
homepage
www.heifer.org
If everything is featured, nothing is emphasized
46
Prioritization
The elements in your navigation summarize your
site and your priorities as an organization
Make sure they say what you want them to say
47
Prioritization
  • Use clear teasers to direct visitors to key
    parts of your site

www.peta.org
www.givingglobal.org
48
Prioritization
  • Carefully balance branding elements against links
    to desired actions (like donating) to ensure that
    both are noticeable

www.splcenter.org
49
Branding Through Website Graphic Design
50
Graphic Design
There are two key things that your graphic design
must do
51
Graphic Design
Establish that you are professional and credible

Were low budget and unsophisticated
We know what were doing
52
Graphic Design
And reassure your audience that the site is
intended for them
www.thetruth.com
53
Graphic Design
An inappropriate graphic design can dramatically
impact your message
Not CESPs actual site
54
Graphic Design
Graphic design themes can effectively reinforce
your message, but can look heavy-handed.
America
The environment
55
Graphic Design
The colors, fonts, shapes, and overall image
projected by your graphic design strongly
influence your message
Choose your design and your designer carefully
56
Putting It All TogetherOverall Site Feel
57
Overall Feel
All the elements of your site in combination send
cues about your organization.
Were artsy
Were detailed and practical
58
Overall Feel
The key is to combine all the elements to present
a cohesive statement about your organization
Were a friendly, caring child care center in
your neighborhood.
We present innovative, cutting edge art.
59
Overall Feel
Each piece sends a message make sure you know
what message it is
We want you to be able to serve yourself.
Were easy to reach.
Go away - dont bother us.
60
Overall Feel
Your website should feel unique and highlight the
uniqueness of your organization
Your Website Here
61
Speed Branding Part Two
  • Back to the Voices.org website!
  • Were going to look at what theyre trying to
    accomplish
  • And then were going to split up and each
    consider a specific branding area for this site

Remember this one?
62
Speed Branding Part Two
  • What is Voices.orgs intent for their website?
  • Voices for Americas Children is a nonpartisan,
    national organization committed to speaking out
    for the well-being of children at the federal,
    state and local levels of government. Since 1984,
    Voices has supported child advocates nationwide
    who have achieved public policy victories for
    children.
  • The goals of the website are to
  • Engage people in child issues
  • Encourage people to take action for instance,
    to contact their representatives
  • Get media attention for child issues

63
Speed Branding Part Two
  • What should people say when looking at the site?
  • Wow, this organization is so important
  • They look like they're really good at getting
    Congress to do whats right for kids
  • This organization is really different because
    they make these issues more understandable and
    interesting

64
Speed Branding Part Two
  • With those goals in mind, lets consider the
    homepage
  • Well each take on one of the four components of
    website branding weve just discussed
  • For your area, consider
  • whats working well?
  • what you would do differently (if anything is
    possible)?
  • Enter some thoughts into the chat box if you can
  • Ill give you a couple of minutes

65
www.voices.org
  • For your area
  • What are they doing well?
  • What else could they do that would help?

66
Questions?
67
Contact
  • Laura S. Quinn
  • laura_at_alderconsulting.com
  • www.alderconsulting.com/resources.html
  • 718-208-8172

68
In Summary
  • Your brand is what people think about you
  • Use your website to influence it
  • Your website should show the uniqueness and
    importance of your organization

Statements
Graphic Design
Overall Site Feel
Prioritization
Information Functionality
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