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“Brand is the sum total of how someone perceives a particular organization. Branding is about shaping that perception,” says Ashley Friedlein, Founder and CEO of Guild. In today’s world of fake news and misinformation, branding goes beyond establishing a good reputation.

Practical tips

The Branding Process

Brought to you by Rina Albala, Marketing Director

   

Before

Whether creating a new brand or refreshing an existing one it is essential to survey stakeholders, staff, and different audience segments that interact with your organization. Not only does this step provide important feedback before beginning the work, it offers people an opportunity to engage with your org from behind the scenes. Having fresh perspectives matters.

During

Be flexible and don't get hung up on one element of the brand or one person's opinion. Test out logos, color selection, and fonts with different contrasts, with and without taglines, in small and large formats, in different media. Remember that graphic elements have no context without clear brand development - strategy is key when embarking on a branding adventure!

After

Continue educating staff, board members, and volunteers about the value of communicating your brand in a consistent manner. They will be the ones radiating your organization's brand and rolling out the strategy through their different interactions with stakeholders. Provide comprehensive brand guidelines, develop an easy to use toolkit of the important assets that have been developed, and don’t forget to evaluate the success of the launch.

   
Trends and insights
   

Why You Should Care About Your Branding Process

Branding is one of the most important aspects of any organization, yet it is often one of the most overlooked. A strong brand can make a big impact on how effective you can be at your mission, so it's important to take the time to create a branding strategy that works. Here are a few things to keep in mind as you consider the branding process for your nonprofit.

   
It's happening now

Webinars

     

Attracting and retaining nonprofit talent during the Great Reshuffle

Watch this recorded webinar (start listening at the 15 minute mark) and get some great tips for solving one of the biggest problems nonprofits have been facing these past few years. "We are doing essential work - we need to rethink how we frame the nonprofit sector," S. Ellis, CEO of GLAAD. It's a great conversation to listen to while grabbing lunch.

   

Building impact together:
myths, opportunities, and digital engagement in the nonprofit sector

Gain insight from Twilio's 2022 State of Nonprofit Digital Engagement Report. Learn about trends in technology and social impact, how to create a more inclusive tech ecosystem, and how to build programs for long term innovation and impact. Wed,  June 22 2022 - 9AM

Event

     

100 Women Who Care

Vancouver Meeting - All self-identified women are welcome to become members and connect with local charities. Meet new people and make an immediate, direct, and positive impact in the community. Confirm your presence by registering here.  Mon, 20 June 2022 6:00 PM – 8:00 PM PDT

   
This is how we do it

Nonprofit branding expertise for a strong organizational identity

Strategy, positioning, visual image, and messaging must creatively come together to develop memorable brands. Engaging a multi-segmented audience in meaningful conversations about your cause means getting the groundwork done to create the impactful outcome you want to achieve.

Phil provides more than guidance on the branding process. We can help with:

  • Stakeholder surveys
  • Staff interviews
  • Audience segmentation
  • Competitive analysis

  • Brand identity development
  • Art direction
  • Visual asset creation
  • Rollout strategy

  • Web content & translation 
  • Tagline & messaging 
  • Post-launch evaluation 
  • Social media management

   

Achieve greater organizational impact with Phil.

   

Take a look at our portfolio to see how we took rebranding beyond a new logo for our client CPIVAS. Aim higher, Phil will fuel your journey!

   
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