From Beyonce to a designer pair of jeans, branding is everywhere. Branding comes into play through many avenues and has gone from something more taboo to something many organizations have learned to embrace. Sarah Durham, founder of Big Duck, offers insight into the concept of branding and how much you can (or can’t) control. She and Beth talk about maintaining communication in a multi-channel world, when the right time to do a rebranding is, and how to hone in your branding strategy overall. Branding, after all, is a strategy and can help achieve your mission, Sarah says.
Beth and Sarah discuss:
- What are the hard elements and soft elements of branding?
- What does being “practical creative” mean?
- Why do nonprofits needs to focus on branding?
- Where is the range to provide clarity and consistency in branding?
- What is the difference between “strategic planning” and “strategic branding”? Where is the overlap?
- How does branding for a nonprofit differ from corporate branding?
- How can you really figure out your positioning and how people think of you when they think of your organization
Resources:
- Email Sarah: Sarah@BigDuckNYC.com
- Big Duck
- “Brandraising: How Nonprofits Raise Visibility and Money Through Smart Communications” by Sarah Durham
- Cure SMA
- “Positioning: The Battle for Your Mind” by Al Ries and Jack Trout
- “The Rebrand Effect” e-book on Big Duck
- Stanford Social Innovation Review (SSIR)
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