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Branding

(And how does it connect to your website?)

Elements of a strong nonprofit brand:

  1. Organizational: vision mission, values, objectives, audiences
  2. Conceptual: personality, positioning statement — internal only
  3. Visual: logo, colors, fonts, imagery
  4. Written: name, tagline, mission statement, key messages, boilerplate
  5. Spoken: elevator pitch
  6. Experiential: programs spaces, website, social media, print, phones

Determine Your Audience’s Needs

  • Google Analytics
  • Surveys
  • Create user persona(s)
    • write up story about who your users are
    • what’s their age, comfort level with the web, etc.
  • User testing
    • sit next to someone and do a website scavenger hunt
    • ex: if you wanted to donate to our org, where would you go?

Case Studies

CrossCultural Solutions

  1. Invest in CMS
  2. Incorporate years of volunteer survey comments
  3. Incorporate staff feedback
  4. Develop user personas
  5. Design multiple wireframes (>6 by site launch)
  6. Relate site to CCS community
  7. Planned site map with SEO/SEM
  8. Use brand manual and style guides
  9. Learned from Google Analytics, HeatMapping!

Lessons Learned

  • Keep brand manual, style guide, project brief on hand throughout design and implementation
  • Commit to ongoing brand development. Launch, revise, launch, etc. (keep in mind phase 2 and 3 of website!)
  • More user testing by stakeholders before launch (allow more than a few days!)

How to Get Started

  • Look at your qualitative and quantitative data
  • Listen to buzz, and embrace the positive brand love
  • Learn from your peers and other key players you feel are in a non-competing position