When we think of nonprofit branding, what generally comes to mind for nonprofit professionals is a process, often conducted by an outside agency to work on improving an organization’s brand. Many of the products that can come out of that creative process are a new logo, a competitive analysis, branding/style guide, a new website, all assets that can really generate a lot of excitement for your nonprofit and help align your mission, goals, and communication.

But what happens after the branding agency has been paid and you have a spiffy new website, logo, and some persuasive new messaging? How do we get our staff and directors on board with messaging and concepts that have emerged from this creative process? What can we do in the day-to-day of our work and routines as an organization to integrate that new brand into our work and ensure that it aligns and supports our values every day?

Below are five ways that you can keep your nonprofit brand alive and thriving from the inside and out.

Feedback

1Creative branding processes can be exciting and a bit controversial, causing apprehension on the side of some staff members and directors. Is it too different than what we had? Will it confuse program partners? Does it feel authentic? These are some of the questions that may arise along the way. That’s why it’s important to check in with them not only during the creative branding process but also afterward.

When the dust has settled and we’ve got our plans and new branding assets uploaded to the shared drive, how are they feeling about it now? Has anything changed now that we’re in the implementation stage?

You’ll have a better experience integrating your new messaging if your staff and directors are continually on board and feel confident moving forward with it. Does anyone feel uncomfortable proceeding and integrating any parts of the new branding or messaging? If so, why? Asking these questions is key to continual improvements on the living brand and also key to staff buy-in. It can also unearth a lot of useful information that can actually help you move forward.

Training

2There has to be more than the distribution of a style guide and messaging points to really get staff to learn how they can integrate the new branding into their daily work. Consider having a communications training on the new branding guidelines.

Discuss what parts of programmatic and donor messaging need to change and what areas don’t.

How do we integrate our new messaging in a way that feels authentic for everyone?

What parts of our boilerplate and core messaging has changed now and can we all agree to move forward in the way we speak about the organization, so there is consistency across all departments in the nonprofit?

Messaging Toolkit

3While you may have a new style guide, logo, and messaging, perhaps it’s time to revise or create an internal messaging toolkit that will make it much easier for staff members to access the new messages when staff members are writing a grant proposal or program update. Ask program staff how they think they’ll need help integrating the new messaging into their existing work. Ask your fundraising folks what they think will change when they meet with new donors now? Have them write out a few scenarios and include them in the toolkit. In this way, people feel armed, included in the process, and confident that they have a tool to help them move forward.

Accessibility

4I know this seems like a no-brainer, and for many, it will be, but can all staff members and directors access the new branding and toolkit easily? Is the shared drive a safe place for all or is it a messy, terrifying document vortex? I joke but in all seriousness, make sure your new branding assets aren’t located in a shared drive, in a communications folder within an agency folder, within a branding folder. At least for now, give it a prominent place, front and center, maybe even a colorful tag so that we all know where to go to find it.

Feedback

5I have “Feedback” on this list twice because once is never enough and I’ve found the internal continuous checking in of a nonprofit brand, is what makes the brand alive, hence a living brand. Like other alive things, it gets checked on periodically, we tweak as we go, we test, we ask questions if we feel something sounds clunky or isn’t getting the response we seek.

Have we asked our partners or trusted donors for feedback on the new brand yet – is it working for them? Outside checks with trusted partner organizations can lead to some great insights along the way.

Does it still feel core to who we are? If so, why? If not, why not?

Has your organization worked on “living the brand” and doing brand checkups periodically? If so, have you found value in it? Let me know in the comments!

The post 5 ways to create a living nonprofit brand appeared first on Socialbrite.

Why sharing your core beliefs matters to your organization

Target audience: Nonprofits, NGOs, cause organizations, social enterprises, brands, Web publishers, bloggers, individuals.

By Tamara Schweitzer
Socialbrite staff

Last week I attended the Social Venture Network‘s fall conference in Philadelphia, which is always an inspiring gathering of innovative business leaders and organizations working in the social change sector. One of the most valuable sessions during the conference was an interactive discussion on “Building Your Personal Brand,” facilitated by Andy Shallal, who is best known as the founder of Busboys and Poets and is a great example of someone who has mastered the art of personal expression and branding for the greater good of his business.

Other panelists who helped guide the discussion and offer their own experiences with personal branding were seasoned communications professional Josh Baran, social media expert Amber Rae of the Unreasonable Institute and public speaking consultant Marta Flynn.

No matter what your role is in the nonprofit sector — whether you are the director of an organization, a social media manager, or the fundraising guy or gal — personal branding plays a role in your job. However, there’s often confusion over the role that personal branding should play in the business world, because as a professional you represent the core values and beliefs of the organization you work for. While passion for your organization’s mission is key to engaging supporters, in the age of Internet connectivity, your own core passions are becoming an increasingly important part of the strength and visibility of your nonprofit.

Here are some key points I took away from the session that will help you build your personal brand and in effect grow your organization even more.

On becoming a personal brand

Amber Rae, who does communications and social media work with the Unreasonable Institute, says the key to personal branding is in being yourself and unlocking your personal story. Tap into the beliefs and convictions that you hold in addition to those of your organization. They are the foundation of your personal brand and the kind of information you should be sharing with your followers, through social networking, and even on a personal blog. She says people like to follow other people on Twitter more than they like to follow businesses. That’s because people are intrigued by what makes up your personality: They want to hear about other human experiences and challenges, the mistakes you’ve made and the advice you have. In sharing your own ideas and beliefs, you’ll not only be gaining street cred, but you will cultivate your role as a leader and thinker in the nonprofit space.

On separation

Many session attendees were concerned about the nitty gritty of how to separate their personal brand from their company brand and what the differentiators should be. Rae said separation between the two is the wrong thing to focus on. Rather, she encouraged us to focus on where we can find alignment between our organizations and ourselves. Ultimately, your personal brand is an extension of the nonprofit you work with.

In fact, panelist Marta Flynn, who is working on launching Speaking for Good, the first speakers agency for leaders bringing about social change, says that increasingly customers want to know the person behind the brand. By sharing your personal story and flare, you’re helping to enhance your organization’s brand and in turn gaining supporters for your personal brand as well.

When it comes to sharing your personal beliefs and interests online, here are some things to keep in mind:

• Draw your own line. Seasoned PR professional Josh Baran says “you have to make a decision about how far you want to go online, and what you’re comfortable sharing.” To that point, it’s all relative. There are lots of people who put very little boundaries on their online presence, while others might feel queasy about the idea of revealing aspects of their personal life.

• Stay relevant. Don’t use your personal Twitter account, Facebook Page or blog to discuss your favorite laundry detergent or the funny thing your cat did. Do use it as an expression of your relevant interests. For example, if you’re running a marathon to raise money for a cause, or you are passionate about a certain kind of coffee because you support the story behind their roasting process, those are the kind of personal details that will make you stand out as a personal brand. It also makes you someone interesting who others would want to follow.
• Content trumps outlet. Choose an online outlet that you are most comfortable expressing yourself through, and just start creating content. Rae says the technology doesn’t matter as much as what you’re saying. So for those who aren’t big Tweeters, or may not even have a personal Twitter account, you can still have an online presence through a personal website or blog. The panelists all reinforced that the impact of your personal brand doesn’t hinge upon your number of Twitter followers or how often you update your Twitter account.
• When in doubt, adjust privacy settings. If you want to let loose on your personal Facebook Page sometimes but are really concerned about who might see your party pictures, try experimenting with privacy settings. You can create lists of your friends in Facebook and set stricter privacy controls on people in your professional circles. Others find it easier to maintain two Facebook accounts — one that they use to represent themselves professionally (separate from a company page), and one that they maintain solely for personal interactions with close friends and family.

On the importance of substance

There are so many opportunities for people to get their message out now, but it’s just as important to express yourself effectively than it is to put it out there, says Baran. With so many competing messages, it’s definitely challenging to be completely unique, and that’s why Baran emphasizes that the more concrete and direct you can be, the better. There are thousands of blogs out there, and lots of noise on Twitter and Facebook, but just because you’re communicating through those outlets doesn’t mean anything. He says too many blogs are poorly written and don’t say much, and the same goes for posting messages on Twitter and Facebook. Before you say anything representing your personal brand, you need to think more deeply about what you want to communicate, then write tightly and simply, and always write something of real substance.

On finding balance

When all else fails, take a technology Sabbath! Sometimes it’s much easier to get clarity and feel revived about your brand when you allow yourself to step away and shut down for 24 hours, or even just an evening. Remember, sharing your core beliefs and your passions shouldn’t be overwhelming, so do what feels right to you and stick to it!

What are some of the tips you have found useful in building your personal brand? Please share in the comments.

The post The role of personal branding for nonprofit professionals appeared first on Socialbrite.