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Marketing and Branding for Fund Raising – Executive Summary |
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One of the critical issues facing organizations today is increasing awareness of your agency’s brand and mission. This is a key to maximizing values. Living your brand means your brand is understood and visible. In this branding section are case examples and histories of effective brand development, implementation strategies, techniques and tools. It is important that your brand and message are meeting your organizational objectives and supporting your strategic plan. What is a brand? * A set of intrinsic properties and identities (not commonly associated with the generic community) * A way of performing and communicating * A system of codes * A group to belong to * Share enduring perceptions, an assurance of quality What is a brand strategy? A plan for systematic development and expression of our market position. It proclaims and explains our vision, values and differential advantage in the market. It should influence the total operation of a business to ensure consistent brand behavior and experiences. Brand positioning Refers to both how a brand is presented to and how it is perceived by its audiences. Positioning a brand in a market requires special attributes with a promise that differentiates it from other similar offerings. The brands positioning is manifested in market in three forms: * Performance (consistent with the promise) * Communications that articulate the promise and explain its appeal * Name and codes recognizable short forms Branding Structure Refers to the various units or services within an organization or related to one another in terms of names and visual identity, propositions, and promises. That is, are they all of the same brand? Are some or all individual and unique brands? Are some or all individual brands that somehow relate to a master brand? Are they co-brands? Answering these questions depends upon how similar or dissimilar each unit market(s), propositions, and promises are? That is, are the units helped or hurt (or neutral) by their perceived relationship to one another and their overarching organization? Betsy Vander Velde President & CEO The Family Conservancy Kansas City KS |
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(c) 2005 - Alliance for Children and Families: www.alliance1.org |