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Branding
&    for non-profits
     A short talk by Sergio Gutiérrez for the
     Northwestern University/Supplies For Dreams
     non-profit leadership conference.

     Kellogg School of Management Auditorium,




design...
     Evanston, February 16th, 2013
61 slides in 45 minutes.
      Hold on tight
Brands    Design   Marketing
    Building         Selling
Creating   Capturing
value      value
through    through
design.    your
           brand.
Brand?
Why do
I need a
brand?
rg .                                        g .              .
    O                                 rg . O       r          O   rg
                rg .                O                    .
            O                   .                   O rg
 rg .                   O    rg
O
         . O      g .                       rg .              .
    O rg         r             .           O              Org
                        O   rg                                         .
                                                                  O rg
             .                      rg .              .
        O rg                   O               O   rg
Because you
are in a
market and
haveOther non-profits are also aspiring
    to a finite pool of resources:




competitors.
    funding, talent, partners, media attention...
rg .                                        g .              .
    O                                 rg . O       r          O   rg
                rg .                O                    .
            O                   .                   O rg
 rg .                   O    rg
O
         . O      g .                       rg .              .
    O rg         r             .           O              Org
                        O   rg                                         .
                                                                  O rg
             .                      rg .              .
        O rg                   O               O   rg
A brand is the by-product
of a relationship between
your organization
and people.                    Brand




                rg .
              O
               Relationship.
A brand is a portfolio
of meanings.

A gut reaction...
Branding & design for non-profits
Branding & design for non-profits
Branding & design for non-profits
Branding & design for non-profits
Branding & design for non-profits
Brand management is the way that organizations have to
 own a set of meanings in people's minds – positioning.
Brand management is the way that organizations have to
 own a set of meanings in people's minds – positioning.

                 Organic?
Barack   Mitt
Barack                                            Mitt


  Depending on the observer   the gut reaction can be different.
Br   Authentic
     Mean what you say.
     Can you deliver on your value
     proposition?

     Simple to identify              qu
an                                   alit
     and understand.
     Clear signs, clear value
     proposition.

     Engaging for your audiences –
     the “cool factor.”

     Multidimensional: stories,
     partnership, messages,




d                                    ies
     visuals, actions...

     Consistent.

     A story. Easy to remember,
     easy to re-tell.
Brand
                                                                            communications


The brand                                  Verbal identity
                                                               PR stories
                                                                                                Partnerships




is built                                        Programs
                                                                                                 Visual identity

                                                                                              Advertising


across all                                         Speaking
                                                                                              Website

                                                                                                Volunteers

touchpoints                                      engagements

                                                    Sponsors
                                                                                              Employees



and over time.                                        Social
                                                      media
                                                                                        Leadership




The different manifestations of your organization
have to be consistent and "on-brand".
“My life is my message.”
                 Mahatma Gandhi
Building a brand
is more about
                   Saying "We are sustainable" vs.
                               being sustainable.



“behaving”
                       Your brand values should
                          inform your behavior.



than “saying.”
Brand strategy
aims at creating
the desired brand
associations in the minds
and hearts of
your target audiences.
Making it



happen.
            (a simple framework for you to use)
Branding framework.



 1.                          2.                                     3.                             4.
 Research                    Target definition.                      Brand Platform                 Activation
                                                                    definition                      across
 Your market, competitors,   Who you want to connect to?
 targets, user context.      "Paint a rich picture" of your users                                  touchpoints.
                                                                    Based on your research define
                             and stakeholders: who are they
                                                                    a brand platform that is
 What's your brand's         and what do they want?                                                Bringing the brand to life.
                                                                    compelling and relevant for
 opportunity space?
                                                                    your core targets.
                                                                                                   BRAND DESIGN.
                             USERS
                                                                    MISSION.                       MARKETING MATERIALS.
                             SPONSORS
                                                                    VISION.                        COMMUNICATION&PR PLAN.
                             MEDIA
                                                                    VALUES.                        FUNDRAISING CAMPAIGNS.
                             EMPLOYEES
                                                                    VALUE PROPOSITION.             VOLUNTEER CAMPAIGNS.
                             VOLUNTEERS
                                                                    (for each target)              ETC.
                             ETC.




                                                                                                   4b.
                                                                                                   Building.
                                                                                                   Consistency over time.
                                                                                                   Innovation to keep the brand
                                                                                                   alive and people listening.
A brand
with impact.
“Every dollar we invest in
high-quality early education
 can save more than seven
     dollars later on…”
                           President Obama,
            State of the Union address, 2013
He created
James Heckman is an
                        the Heckman Equation
 American economist
                        to share his and others'
  and Nobel laureate.
                        findings on early childhood
                        education investment.
The Heckman equation empowered citizens, through marketing materials
and other brand touchpoints, to spread the word AND lobby their representatives.
Design?
Design       Design       Design
Thinking      Methods      Outputs
The mindset    The tools   The products
Design       Design       Design
Thinking      Methods      Outputs
The mindset    The tools   The products
Design
Thinking
The mindset
Design
is
user-
centric.
Design is
getting to the
logic of things
through the
"logic"
of people.
De Design is planning how




si
   organizations, services, processes,
   ideas interact with people.

   Everything is designed (hopefully
   well designed) to serve a purpose,
   to solve a problem, to tap into an




gn...
   opportunity.
De Design is an approach, thinking that




si
   there’s always a better solution, an
   iterative process of refinement,
   collaborative.

   Design uses visual tools to align and
   communicate across teams.




gn...
   Design aims at creating systems-
   based solutions. Design is, ultimately,
   about changing behaviors, getting
   people to do something.
You can be
a “non-profit
designer”The trick is to look at problems
         from the user’s perspective
         and build solutions based on
         deep user understanding.
You can be
a “non-profit
designer”
           Stefan Moritz, 2005
Some
examples.
A scalable
system for
providing
vision exams
and eyeglasses
in poor, remote
communities
in India.
Designing
better training
for farmers
in Kenya.
Branding & design for non-profits
The goal
Relevant, compelling & usable solutions
  for your users that solve a problem.
“We want to help
 them but they
 won't let us.”
              Basic rules for effective design.

                  Do you *know* your users?
                  Have you developed real empathy?

                  Do you really understand what
                  the underlying problem is?

                  Have you created a solution that is
                  easy to adopt for your users?
Problems live in a   Think
system. They're      obesity,
connected to other   gang violence,
problems.            teen pregnancy,
                     think pollution...

                     Think 5 whys.
Don’t make too many assumptions
based on past experiences or
successes.

The same problem can take a
different shape depending on the
user group and its surrounding
factors (culture, economics, etc.)
Design       Design       Design
Thinking      Methods      Outputs
The mindset    The tools   The products
Design
Methods
 The tools
Making it



happen.
            (a simple framework for you to use)
Non-profit design framework.



 1.                           2.                           3.                              4.
 Research                     Synthesize                   Ideate solutions                Prototype
 to gain insight.             insights.                    based on those                  solutions.
                                                           insights.
 Spend time with the users    Use Collaboration-friendly                                   And test them with users,
 and the problem.Don't make   format so everybody can                                      see if they meet the
                                                           Collaborate with teams, users   requirements and are
 early judgments.             contribute and frame the
                                                           and other stakeholders.         effective.
                              right problem(s).
 Learning time!
                                                           Workshopping time, again!
                              Workshopping time!

                                                                                           4b.
                                                                                           Iterate, Measure
                                                                                           & Refine
                                                                                           Gather user feedback and
                                                                                           user it to iterate and refine
                                                                                           the prototype. Keep learning!



                                                                                           5.
                                                                                           Launch (small)
Non-profit design framework.



 1.
 Research
 to gain insight.
                               (Spending time with users.)
 Spend time with the users
 and the problem. Don't make
 early judgments.

 Learning time!


 Ethnography.
  Contextualized
  interviews.
  Observation.
  Shadowing.
Non-profit design framework.



 1.
 Research
 to gain insight.
 Spend time with the users
 and the problem. Don't make
 early judgments.

 Learning time!




 Self-
 documentation.
  Crowdsourcing.
  cultural probes.
Non-profit design framework.



 1.
 Research
 to gain insight.
 Spend time with the users
 and the problem. Don't make
 early judgments.

 Learning time!


 Secondary research –
 i.e. literature review.
Non-profit design framework.



 2.
 Synthesize insights.
 Use Collaboration-friendly format so
 everybody can contribute and frame the
 right problem(s).

 Workshopping time!




 Affinity diagram.
Non-profit design framework.



 2.
 Synthesize insights.
 Use Collaboration-friendly format so
 everybody can contribute and frame the
 right problem(s).

 Workshopping time!




 Empathy map.
Non-profit design framework.



 2.
 Synthesize insights.
 Use Collaboration-friendly format so
 everybody can contribute and frame the
 right problem(s).

 Workshopping time!




 Stakeholder map.




                                          Source: organ-donation-master-thesis.blogspot.com
Non-profit design framework.



 2.
 Synthesize insights.
 Use Collaboration-friendly format so
 everybody can contribute and frame the
 right problem(s).

 Workshopping time!




 User journey.
Non-profit design framework.



 3.
 Ideate solutions based
 on those insights.
 Co-create: collaborate with teams, users
 and other stakeholders.

 Workshopping time, again!
Non-profit design framework.



 4.
 Prototype solutions.
 And test them with users,
 see if they meet the requirements and are
 effective.

 Gather user feedback and use it to iterate
 and refine the prototype.

 Keep learning!



 User journey.
 Role playing.
 Wireframes.
 Life-size experiences.
Non-profit design framework.



 4b.                                     5.
 Iterate, Measure &                      Launch (small)
 Refine
 Gather user feedback and user it to
 iterate and refine the prototype. Keep
                                         Pilot.
 learning!
Good reads
Thanks
for
watching.
Talk
soon.
Twitter
@sergiogm_
Branding & design for non-profits
Branding & design for non-profits
Branding & design for non-profits

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Branding & design for non-profits

  • 1. Branding & for non-profits A short talk by Sergio Gutiérrez for the Northwestern University/Supplies For Dreams non-profit leadership conference. Kellogg School of Management Auditorium, design... Evanston, February 16th, 2013
  • 2. 61 slides in 45 minutes. Hold on tight
  • 3. Brands Design Marketing Building Selling
  • 4. Creating Capturing value value through through design. your brand.
  • 6. Why do I need a brand?
  • 7. rg . g . . O rg . O r O rg rg . O . O . O rg rg . O rg O . O g . rg . . O rg r . O Org O rg . O rg . rg . . O rg O O rg
  • 8. Because you are in a market and haveOther non-profits are also aspiring to a finite pool of resources: competitors. funding, talent, partners, media attention...
  • 9. rg . g . . O rg . O r O rg rg . O . O . O rg rg . O rg O . O g . rg . . O rg r . O Org O rg . O rg . rg . . O rg O O rg
  • 10. A brand is the by-product of a relationship between your organization and people. Brand rg . O Relationship.
  • 11. A brand is a portfolio of meanings. A gut reaction...
  • 17. Brand management is the way that organizations have to own a set of meanings in people's minds – positioning.
  • 18. Brand management is the way that organizations have to own a set of meanings in people's minds – positioning. Organic?
  • 19. Barack Mitt
  • 20. Barack Mitt Depending on the observer the gut reaction can be different.
  • 21. Br Authentic Mean what you say. Can you deliver on your value proposition? Simple to identify qu an alit and understand. Clear signs, clear value proposition. Engaging for your audiences – the “cool factor.” Multidimensional: stories, partnership, messages, d ies visuals, actions... Consistent. A story. Easy to remember, easy to re-tell.
  • 22. Brand communications The brand Verbal identity PR stories Partnerships is built Programs Visual identity Advertising across all Speaking Website Volunteers touchpoints engagements Sponsors Employees and over time. Social media Leadership The different manifestations of your organization have to be consistent and "on-brand".
  • 23. “My life is my message.” Mahatma Gandhi
  • 24. Building a brand is more about Saying "We are sustainable" vs. being sustainable. “behaving” Your brand values should inform your behavior. than “saying.”
  • 25. Brand strategy aims at creating the desired brand associations in the minds and hearts of your target audiences.
  • 26. Making it happen. (a simple framework for you to use)
  • 27. Branding framework. 1. 2. 3. 4. Research Target definition. Brand Platform Activation definition across Your market, competitors, Who you want to connect to? targets, user context. "Paint a rich picture" of your users touchpoints. Based on your research define and stakeholders: who are they a brand platform that is What's your brand's and what do they want? Bringing the brand to life. compelling and relevant for opportunity space? your core targets. BRAND DESIGN. USERS MISSION. MARKETING MATERIALS. SPONSORS VISION. COMMUNICATION&PR PLAN. MEDIA VALUES. FUNDRAISING CAMPAIGNS. EMPLOYEES VALUE PROPOSITION. VOLUNTEER CAMPAIGNS. VOLUNTEERS (for each target) ETC. ETC. 4b. Building. Consistency over time. Innovation to keep the brand alive and people listening.
  • 29. “Every dollar we invest in high-quality early education can save more than seven dollars later on…” President Obama, State of the Union address, 2013
  • 30. He created James Heckman is an the Heckman Equation American economist to share his and others' and Nobel laureate. findings on early childhood education investment.
  • 31. The Heckman equation empowered citizens, through marketing materials and other brand touchpoints, to spread the word AND lobby their representatives.
  • 33. Design Design Design Thinking Methods Outputs The mindset The tools The products
  • 34. Design Design Design Thinking Methods Outputs The mindset The tools The products
  • 37. Design is getting to the logic of things through the "logic" of people.
  • 38. De Design is planning how si organizations, services, processes, ideas interact with people. Everything is designed (hopefully well designed) to serve a purpose, to solve a problem, to tap into an gn... opportunity.
  • 39. De Design is an approach, thinking that si there’s always a better solution, an iterative process of refinement, collaborative. Design uses visual tools to align and communicate across teams. gn... Design aims at creating systems- based solutions. Design is, ultimately, about changing behaviors, getting people to do something.
  • 40. You can be a “non-profit designer”The trick is to look at problems from the user’s perspective and build solutions based on deep user understanding.
  • 41. You can be a “non-profit designer” Stefan Moritz, 2005
  • 43. A scalable system for providing vision exams and eyeglasses in poor, remote communities in India.
  • 46. The goal Relevant, compelling & usable solutions for your users that solve a problem.
  • 47. “We want to help them but they won't let us.” Basic rules for effective design. Do you *know* your users? Have you developed real empathy? Do you really understand what the underlying problem is? Have you created a solution that is easy to adopt for your users?
  • 48. Problems live in a Think system. They're obesity, connected to other gang violence, problems. teen pregnancy, think pollution... Think 5 whys.
  • 49. Don’t make too many assumptions based on past experiences or successes. The same problem can take a different shape depending on the user group and its surrounding factors (culture, economics, etc.)
  • 50. Design Design Design Thinking Methods Outputs The mindset The tools The products
  • 52. Making it happen. (a simple framework for you to use)
  • 53. Non-profit design framework. 1. 2. 3. 4. Research Synthesize Ideate solutions Prototype to gain insight. insights. based on those solutions. insights. Spend time with the users Use Collaboration-friendly And test them with users, and the problem.Don't make format so everybody can see if they meet the Collaborate with teams, users requirements and are early judgments. contribute and frame the and other stakeholders. effective. right problem(s). Learning time! Workshopping time, again! Workshopping time! 4b. Iterate, Measure & Refine Gather user feedback and user it to iterate and refine the prototype. Keep learning! 5. Launch (small)
  • 54. Non-profit design framework. 1. Research to gain insight. (Spending time with users.) Spend time with the users and the problem. Don't make early judgments. Learning time! Ethnography. Contextualized interviews. Observation. Shadowing.
  • 55. Non-profit design framework. 1. Research to gain insight. Spend time with the users and the problem. Don't make early judgments. Learning time! Self- documentation. Crowdsourcing. cultural probes.
  • 56. Non-profit design framework. 1. Research to gain insight. Spend time with the users and the problem. Don't make early judgments. Learning time! Secondary research – i.e. literature review.
  • 57. Non-profit design framework. 2. Synthesize insights. Use Collaboration-friendly format so everybody can contribute and frame the right problem(s). Workshopping time! Affinity diagram.
  • 58. Non-profit design framework. 2. Synthesize insights. Use Collaboration-friendly format so everybody can contribute and frame the right problem(s). Workshopping time! Empathy map.
  • 59. Non-profit design framework. 2. Synthesize insights. Use Collaboration-friendly format so everybody can contribute and frame the right problem(s). Workshopping time! Stakeholder map. Source: organ-donation-master-thesis.blogspot.com
  • 60. Non-profit design framework. 2. Synthesize insights. Use Collaboration-friendly format so everybody can contribute and frame the right problem(s). Workshopping time! User journey.
  • 61. Non-profit design framework. 3. Ideate solutions based on those insights. Co-create: collaborate with teams, users and other stakeholders. Workshopping time, again!
  • 62. Non-profit design framework. 4. Prototype solutions. And test them with users, see if they meet the requirements and are effective. Gather user feedback and use it to iterate and refine the prototype. Keep learning! User journey. Role playing. Wireframes. Life-size experiences.
  • 63. Non-profit design framework. 4b. 5. Iterate, Measure & Launch (small) Refine Gather user feedback and user it to iterate and refine the prototype. Keep Pilot. learning!