Tag: 常熟桑拿

3 vital ways to build your nonprofit brand from a maestro of branding

3 vital ways to build your nonprofit brand from a maestro of branding

first_imgI was very fortunate to hear the brand guru Allen Olivo speak at PayPal’s Insight event last week. Allen has led brand marketing at Apple, Amazon and Yahoo!, and he now heads the team tending to PayPal’s brand. For me, this was a bit like the local cello teacher (me) getting a lesson from Yo-Yo Ma (him). It was an experience to remember. I want to share his wisdom here, because I believe building great brands is one of our sector’s greatest weaknesses. We tend to equate branding with logo and color palette. But a brand is not what you convey; it’s what people believe to be true about you. It doesn’t exist in your collateral — that’s just one manifestation. It lives in your audience’s hearts and minds. When it comes to building brands, it seems as if ours should be an easy job. We are striving to make the world a better place, so why shouldn’t our identity and purpose be firmly lodged in the deepest depths of our audience’s hearts and minds? Can’t we just state our mission and walk away? No. Because that’s not enough. We can’t just tell people to care. We have to show them why they should. And then, in all our work and every piece of outreach, we have to consistently and continuously make clear how we make a difference that matters.Here are three tips from Allen on how to do that with brand.1. Focus on the “why” of your work. Allen says great brands solve customer problems. It’s not about the “what” of your product (other people do “what” you do) as much as the “how” the product uniquely solves a pain point or fulfills an aspiration. You are solving the pain points of society. You are helping us be our greater selves. Don’t just talk about what you do. Focus on what you change for the good in people’s lives.2. Get all your staff on board. Branding is not your job alone. As Allen puts it, “Your brand is in the hands of everyone.” Each time someone writes, emails, calls, visits or attends an event and you respond, he or she is forming an opinion of you. Each person who receives your services is experiencing your brand. So do all you can to have everyone exude the essence of your work and why it’s worthwhile.3. Know that brand is not a checkbox. You have to continuously think about how to build an enduring experience and lasting impact over time. Constantly consider how to provide a fulfilling experience for donors. That is what makes a brand. It’s not a campaign — it’s a way of working. As Allen put it so well, “You are selling experience, not just stuff.”Thanks Allen for sharing your wisdom with the causes here!last_img read more