Webinar Presentation – Building a Brand April 8, 2014

WilmerHale

What is a Brand? Brand isn’t… Just a logo

Brand is… A person’s gut feeling about a product, service or organization A relationship: Born out of experience Based on trust Built on consistency

“It’s not what you say it is.

It’s what they say it is.”

- Marty Neumeier

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Trademark Recap What is a trademark? Indicates the source or origin of goods or services Assures consumers of the quality of goods or services

bearing the mark Creates business goodwill and brand awareness Can be a word, logo, device slogan, design, etc.

What can brown do for you?

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Creating a Recognizable Brand Set your organization apart from the crowd Legally protect your brand: Trademark Choosing a descriptive or suggestive logo, slogan

– The more distinctive the mark, the greater its level of legal protect-ability.

– Ensure your branding is available (not protected by someone else)

A trademark is not available if: – Confusingly similar – It is generic or descriptive (without secondary meaning)

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Benefits of a Recognizable Brand Motivate donors and volunteers to increase their

commitment Attract and retain high-caliber employees and board

members Leverage global image into local impact

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Components of a Recognizable Brand Consistent messaging Visual identity

“A logo is the point of entry into the brand” – Milton Glaser

Clear, consistent, compelling… 6

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Components of a Recognizable Brand Consistent messaging Visual identity

“A logo is the point of entry into the brand” – Milton Glaser

Clear, consistent, compelling… 7

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An Example – Habitat for Humanity Founded in 1976 Logo from 1978-1989:

Logo from 1989 - 2005

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Habitat – A Global Organization As Habitat grew, local affiliates began to alter

branding – logo, tagline Much of Habitat’s branding was generated by

affiliates, not headquarters Little guidance from headquarters led to lowered

recognition, value of brand

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Habitat – Brand Redesign Habitat endeavored to undergo a redesign of its logo Started from scratch Conducted interviews Accepted suggestions from affiliates

Consensus: “refresh the logo” Goals of new logo

– Strong, simple unique – Contain element of partnership, shelter and joy – Retain “spirit” of existing logo – Be globally relevant

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The Final Three…

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The Winning Logo

Represents People working together in partnership to lift one

another up Strong dimensional shelter element Overall movement expressing solidarity and joy;

global colors, Christian heritage

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Guidelines and Guidance

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Guidelines and Guidance

Tools, templates and downloads

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Tangible Results

Habitat’s brand value is $3.1 billion 72% increase since 2001

Highly recognizable logo Brand value comparable to the American

Red Cross and the Salvation Army

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Another Example – City Year

Youth service organization

City Year is an organization that makes an impact by

helping kids stay in school.

?

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Another Example – City Year

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Know your audience

Recruitment target college bound, enrolled, or graduated, open to service, passionate

about education reform, and 17-24 years old

Development target current and prospective funders investing in ed reform

School target principals, districts, school boards turning around chronically low-

performing schools

Thought leaders policy makers, media, education-focused foundations, federal

agencies

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City Year: Redefining the brand

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City Year in 25 US Cities

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City Year: #makebetterhappen

Marketing campaign aimed at recruiting a diverse corps Our corps is at the heart of our brand

4:1 applicant acceptance ratio

59% of corps members are people of color

82% are college grads

1/3 are serving the the area where they are from

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City Year: #makebetterhappen

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City Year: #makebetterhappen

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City Year: #makebetterhappen

“Very powerful and representative of a corps member.” “I think these connect with the young idealist[s] and are exceptionally inspirational.” “These messages truly touched my heart.” “They represent the necessity for individuals to think outside the box in order to better help and serve our future generations.”

96% motivated to learn more about City Year

93% motivated to join

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Tangible Results

25% 46% FY12 FY13

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City Year: #makebetterhappen

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Tips for Branding Non-Profits

Keep consistent look and feel Same typeface, colors, elements

Provide affiliates with guidelines of acceptable variations

on logo, slogan

Permit locally relevant modification

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Tips for Branding Non-Profits

Trademark it, then use it consistently Utilize social media Bring stakeholders in early Provide tools, templates, downloads Make it easy, accessible and fun (free stuff)

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Common Pitfalls to Avoid Promoting a brand prior to ensuring your brand is

distinct from other brands – Research your brand name and design before using it to

avoid legal and other issues in the future

Failing to effectively use and protect your trademark Allowing affiliates or volunteers to dilute or fracture

uniform branding Lack of control over social media Straying too far from your core mission

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