May 4, 2016

A to Z of Branding: U is for USP

Filed under: Branding — lidia @ 10:00 am

A to Z of Branding: U is for USP

U is for USP

Your USP, or unique selling point, is what makes you different from (or better than) the rest. It’s the reason why someone chooses your organization over another. Without a clearly defined USP, an organization will have trouble branding and marketing themselves because the playing field will be too wide. With a clear USP, your organization can more easily brand themselves to attract the right audience.

Follow along with the A to Z of Branding daily blog series here or on twitter at #AtoZBranding

 

May 3, 2016

A to Z of Branding: T is for touchpoint

Filed under: Branding — lidia @ 10:00 am

A TO Z of Branding: T is for touchpoint

Branding involves multiple touchpoints: these are the different ways your brand reaches or engages with people. It’s important to maintain a clear and consistent brand throughout all of your touchpoints, as this can create strong brand recognition and loyalty.

Here are some typical brand touchpoints:

  • Online
    • Website
    • Social media pages
    • Email newsletters
  • In-person
    • Print marketing (brochures, publications)
    • Phone and email correspondence/support
    • Special events

It’s a good idea to do an occasional touchpoint “audit:” print out samples of (or jot notes about) the touchpoints listed abvove. Is it cohesive? Does it effectively express your organization?

Follow along with the A to Z of Branding daily blog series here or on twitter at #AtoZBranding

April 30, 2016

A to Z of Branding: S is for social

Filed under: Branding — lidia @ 10:00 am

A to Z of Branding: S is for social

Social media branding is how your organization is perceived on social media. This encompasses both the visual (logo, imagery) and verbal (writing, voice). Having well-designed and consistent social media branding will allow people to easily find—and engage with—your organization on social media.

I notice that sometimes social media branding is an afterthought: “I’ll just drop my logo onto my Facebook page.” But it should be carefully considered during every step of the branding process, as social media is sometimes the first touchpoint a person has with your organization. When I work with my clients, I carefully consider how their print, online and social media branding will work collaboratively.

Follow along with the A to Z of Branding daily blog series here or on twitter at #AtoZBranding

April 29, 2016

A to Z of Branding: R is for relationship

Filed under: Branding — lidia @ 10:00 am

A to Z of Branding: R is for relationship

Relationships are important in branding. The way you treat and interact with your audience is a key part of your branding: Are you an advisor or more of a friend? Do you offer assistance or support? Do you appreciate and value your audience? Do you allow them to get to know you? Are you an important part of their life?

People fall in love with brands when they feel like they know them, like they have become a friend. Is your organization a “friend” to your audience?

Follow along with the A to Z of Branding daily blog series here or on twitter at #AtoZBranding

April 28, 2016

A to Z of Branding: Q is for quip

Filed under: Branding — lidia @ 10:00 am

A-to-Z-Branding_QUIP

Q is for quip

I recently sent a new client (who happens to be my cousin) my typical project questionnaire that I use for research at the beginning of a branding and marketing design project. He responded to the question “Who are you?” with the answer “your cousin.”

This, and his other witty remarks to my “serious” questions, made me laugh—and also realize that branding doesn’t have to be serious all the time. Of course, I take my clients’ work very seriously, but sometimes it’s OK to lighten the mood.

Follow along with the A to Z of Branding daily blog series here or on twitter at #AtoZBranding

April 27, 2016

A to Z of Branding: P is for POD

Filed under: Branding — lidia @ 10:00 am

A to Z of Branding: P is for POD

P is for POD (point of difference)

When I do branding consultations with clients, one of the most important—and enlightening—questions I ask is: What makes you different?

Your point of difference (POD) is the service, product or value that your organization offers that sets you apart from your competition. It’s not enough to say “We do it better.” You need to have a specific reason people should choose YOU over someone else.

Business Branding Tune-Up: What is your point of difference? [worksheet]Knowing your point of difference is one of the first steps in developing your branding. It also makes your marketing efforts more effective (and easier) because you always have a reference point.

Need help determining your point of difference? Download and fill out my “Point of Difference” worksheet. I’m happy to chat with you about it via email afterward.

Follow along with the A to Z of Branding daily blog series here or on twitter at #AtoZBranding

April 26, 2016

A to Z of Branding: O is for open rate

Filed under: Branding — lidia @ 4:41 pm

A to Z of branding: O is for open rate

Effective branding can help to increase your organization’s email open rates. Branding isn’t just your logo and graphics. In email marketing, your writing voice or tone—especially the subject line—is also part of your branding. A concisely-written, on-brand subject line is your first step to better open rates.

A great way to improve your own email open rates to is to study emails that are working. Take a look at the last email you received that you actually opened: what characteristics did it have that made you open it? Most likely you knew exactly who it was from (because of its good branding!) and it was something you needed at that particular time (i.e. information, an event, an opportunity).

Follow along with the A to Z of Branding daily blog series here or on twitter at #AtoZBranding

April 21, 2016

A to Z of Branding: N is for nonprofit

Filed under: Branding — lidia @ 3:06 pm

A-to-Z-Branding_NONPROFIT

N is for nonprofit

Branding has traditionally been used in the world of goods or services. However, it’s just as important (if not more?) for nonprofits to embrace the value of having a strong brand.

There are many organizations vying for people’s attention nowadays—not to mention the rise of crowdfunding. Branding helps differentiate an organization from the others, giving people a clear reason to support their cause. Branding helps nonprofits tell their story, create connections and attract like-minded people. It creates loyalty, trust and credibility. Strong branding helps nonprofits acquire members, supporters and funders—and strengthens relationships with existing ones.

Branding also makes marketing your organization easier. Once a clear purpose and strategy are defined, you can develop your marketing materials around it. And with many nonprofits operating with a small staff, this can save time and resources.

Follow along with the A to Z of Branding daily blog series here or on twitter at #AtoZBranding

 

A to Z of Branding: M is for mission

Filed under: Branding — lidia @ 10:00 am

A to Z of Branding: M is for mission

M is for mission

A mission statement is a statement that describes why your organization exists. It should be well-thought out, concise and meaningful, as it will drive all of your organization’s branding and marketing efforts.

You can write a mission statement using this simple format:

  1. Who do you serve?
  2. What problem do you solve?
  3. Why do you want to make this change?

Example: Heifer International: To work with communities [who] to end hunger and poverty [what] and care for the Earth [why].

Need inspiration to write your mission statement? Here are 50 examples of nonprofit mission statements.

Follow along with the A to Z of Branding daily blog series here or on twitter at #AtoZBranding

April 20, 2016

A to Z of Branding: L is for logo

Filed under: Branding — lidia @ 9:35 pm

A to Z of branding: L is for logo

L is for logo

A logo is the graphic or visual representation of your organization—and a crucial part of your branding. A well-designed logo is meaningful and memorable and helps tell the story of your organization.

Logo definitions

A logo that are purely typographic are called a logotype. Some logos incorporate both a graphic element and a logotype that can be used together and individually. Generally, once a logo is designed, several variations are created for usage in print, web and social media. It’s also a good idea to have full-color, one-color and black-and-white versions of your logo—as well as vertical and horizontal versions. A logo “lockup” refers to a logo that is always used with a tagline, address, URL or other descriptive information.

Follow along with the A to Z of Branding daily blog series here or on twitter at #AtoZBranding

Older Posts »