Branding for Wildlife: Blackbaud Conference 2009

Today I presented at  Blackbaud’s Conference for Nonprofits about how NWF tackles branding in the online world.

Here are just a few of my personal tips when it comes to branding anything online especially for nonprofits.

  • Empower your staff to be brand ambassadors. Teach them the branding “ropes”. When an issue arises they can decide based on the organization’s priorities whether it’s worth it to defend the brand or leave alone.
  • Consistency is key. Communicate key message points internally so that they translate well externally. NWF emails and uses yammer to share news and talking points so we can be as consistent as possible when we communicate.  We try to add the personal touch wherever possible but we try to remain consistent too.
  • Focus on what’s important: Your mission. Are people using your logos/materials in ways that align with your mission? Then, maybe think twice about scolding them if they don’t match branding guidelines. Are there ways your brand can be flexible while also being effective? Think of how.
  • Always listen way more than you talk. I’m definitely going to go over ways to listen (while tying in the wildlife theme) so for now we’ll just say that there are many many great ways to listen!

Kelley Jarrett also wrote up a few tips from branding the session that are great to check out! It was a pleasure presenting with her. While I’m no branding expert– I’ve attached the slide from today’s presentation. One thing I will say is— “We’re nothing unless someone thinks we are something.” — and I truly believe it!

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