Blackbaud, Inc. · NASDAQ:BLKB
Blackbaud — Defining Your Brand Strategy
23 slides from Blackbaud's investor presentation, May 2015
Slide 1: Defining Your Brand: Strategy
Defining Your Brand: Strategy Aga Siuda, Brand Designer Kelley Jarrett, Market Manager
Slide 2: Brand identity in a sector of 1.5 million organizations
In a sector where more than 1.5 million organizations compete for dwindling resources to carry out their missions, a solid brand identity helps tell an organization s story. It sets expectations, gains attention, fosters relationships and ultimately helps ensure long-term survival.
Slide 3: The Arc is more than an organization, it is a movement
The Arc is more than an organization, it is a movement. Peter Berns, CEO, The Arc of the United States
Slide 4: Name recognition gives us the opportunity to speak on behalf of the voiceless
Name recognition gives us the opportunity to speak on behalf of the voiceless and marginalized in our society as we continue to advocate, serve and convene on behalf of the poor.” Father Larry Snyder, President, Catholic Charities USA
Slide 5: Your Visual Identity
Your Visual Identity… Is your First Impression Supports and differentiates your brand (takes separate elements and unifies them into whole systems) Builds awareness and helps differentiate the emotional essence of the brand Engages supporters
Slide 6: Define Your Brand
DEFINE YOUR BRAND
Slide 7: Define Your Brand Elements
Define Your Brand Elements MISSION OVERVIEW – Your core (this is your brand essence, your “heart and soul”) – What should drive all communications HISTORY (if appropriate, share your history and brand evolution) – Helps with internal communication – Shows heritage and commitment – Demonstrates a nim
Slide 8: Define Your Brand Elements
Define Your Brand Elements MARKET POSITIONING – Clearly define your niche and brand promise – Understand how you fit into your competitive landscape BRAND ARCHITECTURE – Are you part of a group, consortium or national organization? Or does your brand exist alone? BRAND ASSETS – Brand colors, fonts,
Slide 9: Define Perception
DEFINE PERCEPTION
Slide 10: How To Create An Impactful Strategy
How To Create An Impactful Strategy LOOK BACK LOOK AROUND LOOK AHEAD
Slide 11: Look Back
Look Back REVIEW AND UNDERSTAND THE STATE OF YOUR BRAND – “In a sector where more than 1.5 million organizations compete for dwindling resources to carry out their missions, a solid brand identity helps tell an organization’s story. It sets expectations, gains attention, fosters relationships and ul
Slide 12: Look Around
Look Around UNDERSTAND BRAND PERCEPTION – Brand story, tone, visual design – Collateral – “Put everything on the table, does it match?” IDENTIFY YOUR AUDIENCE – Who are you communicating with? – What are the audience groups and segments? CONDUCT USER RESEARCH – What do your users think of your brand
Slide 13: Look Ahead
Look Ahead SET GOALS FOR FUTURE ANALYSIS – 1 Year, 3 Year, 5 Year, 10 Year SET REALISTIC BUDGET AND PLAN RESOURCES DOCUMENT ACTION PLAN – Every action should link directly to a goal – Every action should be measurable • Brand survey • Logo testing • Social monitoring WHAT DOES SUCCESS LOOK LIKE? EXE
Slide 14: Create Your Plan
CREATE YOUR PLAN
Slide 15: Branding Process
Branding Process <\p PLAN ANALYZE DESIGN eis 7 ) COMMUNICATE ip DOCUMENT GUIDEGEIE
Slide 16: Determine Your Need
Determine Your Need A FULL BRAND REDESIGN – New organization – Brand redesign: Your voice or tone needs changing • Y-MEàNetwork of Strength – Your brand lacks clarity – Your brand doesn’t support your strategic goals – Taking a new direction in your mission – Perception change
Slide 17: Determine Your Need
Determine Your Need MILESTONE BRANDING – Event – Anniversary – Campaign A LOGO REFRESH – Your Mission is not changing – Your tone is not changing – Your Voice is not changing – Something is not working – You need an update!
Slide 18: Set Up For Success
Set Up For Success SHHHHHH….LISTEN – How are people responding to you? – What makes people happy? – What inspires them to act? – What are your competitors doing? – Conduct brand awareness/perception surveys CHECK FOR CONSISTENCY – PUT THEM ALL ON THE TABLE – Print collateral – annual reports, letter
Slide 19: Plan Your Communication Strategy
Plan Your Communication Strategy INTERNAL Assign a Brand Owner Define and Document a Give them the tools for success Remind the Team! EXTERNAL Verbal Written Graphic Design Digital
Slide 20: Implement Tools
Implement Tools Surveys Social monitoring Pop quiz for prizes Consistency check across all channels 5 Second test – logo 1. What does this organization do? 2. What services does it provide? 3. What 3 personality traits do you associate with this organization?
Slide 21: Defining Your Brand: Strategy
Defining Your Brand: Strategy Define your brand Define perception Create your plan Test and refine
Slide 22: The Guide Series Continues
The Guide Series Continues… Living Your Brand: IMPLEMENTATION Tuesday, June 26th Communicating Your Brand: THE BRAND MANUAL Wednesday, June 27th Expanding Your Brand: MILESTONE LOGOS Thursday, June 28th www.guidecreative.com
Slide 23: Questions?
Questions? Aga Siuda – Brand Designer Aga.siuda@blackbaud.com Kelley Jarrett – Market Manager, Design Kelley.jarrett@guidecreative.com