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Branding Your NGO with PR Mary Schnack Washington DC mary@maryschnack.com

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Branding Your NGO with PR Mary Schnack Washington DC mary_at_maryschnack.com Your most valuable asset. Emotional connection between you and your audience. – PowerPoint PPT presentation

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Title: Branding Your NGO with PR Mary Schnack Washington DC mary@maryschnack.com


1
Branding Your NGO with PRMary
SchnackWashington DCmary_at_maryschnack.com
2
  • Branding
  • WHAT is a brand ?
  • Your most valuable asset.
  • Emotional connection between you and your
    audience.

3
Branding
  • Size of Non-Profit Doesnt Matter
  • BRAND your
  • UNIQUENESS

4
Basic Branding Principles
  • Brand Name
  • Narrow Your Focus
  • Build Your Brand with PR

5
Visual and Verbal
  • Visual (logo)
  • Verbal (short message/tag line)
  • Description
  • Benefits

6
  • Branding is
  • Visual and Verbal
  • How do you want the public to think of you?
  • What differentiates you from your competitors?
  • How can I position myself to reflect these unique
    characteristics?
  • How can you build customer loyalty? And how do
    you communicate that?
  • Do your logo and tagline act effectively in
    building brand awareness?

7
Creating a Brand
  • Decide
  • Describe
  • Publicize

8
Decide
  • Who are you?
  • What do you want to be?

9
DescribeBrand Positioning Statement
  • Brand positioning will allow you to communicate
    effectively why you are the best solution for
    your customers.

10
Publicize
  • Third Party Endorsement
  • Be the Expert
  • Speeches, Publicity

11
TELL YOUR STORY!
12
Tout Your Success
  • Let others know!

13
Promote Your Strengths
ALWAYS remind them why youre SPECIAL
14
Put Your Brand EVERYWHERE
  • Letterhead, Business Cards
  • Website and E-Mail
  • Advertising
  • Give-aways

15
Social Media for Personal Branding
  • Blow your horn or Communicate your Passion
  • Create an Awareness for your Expertise
  • Point to your blog
  • Share openly and pay it forward
  • Help peoplereceive recommendation
  • Doesnt replace face-to-face

16
Online Branding
  • Well-designed professional website
  • Carefully consider photos/videos on Facebook,
    YouTube, Connected-Women, etc
  • Google yourself!

17
The Branding Promise
CONSISTENCY
18
Drivers of Brand AWARENESS
  • Advertising
  • Media Presence
  • Word of Mouth

19
Drivers of Brand LOYALTY
  • Relationships
  • Customer Satisfaction
  • Perceived Value

20
  • www.MarySchnack.com
  • PR Works e-book. Only 10
  • SkypeCommBridges
  • mary_at_maryschnack.com
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