Branding for Nonprofits by DK Holland

Author:DK Holland
Format: epub, pdf
Publisher: Allworth Press / Skyhorse Publishing, Inc. (Perseus)

Eight

The Devil’s in the Details: From Inspiration to Implementation

Once your new brand identity has been approved, you’ll want to unveil it to your stakeholders (staff, board, and important volunteers). Take a moment to celebrate. But be aware that this is not a time to sit back and relax; the next stage of the process can be a minefield.

Your brand presentation should show your new identity in application—that is, applied to letterhead, brochures, Web pages, and so on—so that stakeholders don’t focus too much on the logo, which is only one (albeit important) aspect of your brand. As you present the various elements of your new identity, be sure to repeat the keywords that informed the development of the brand; talk about the process. Reinforce the role the community played in developing the new look. Share any feedback that led you to a solution to a particular problem. Make it clear that the process was inclusive, not unilateral. It’s important to get as many people as possible on board with the new identity. And nothing encourages buy-in like giving credit where credit is due: Target the people who can aid in the successful implementation of the brand (or bring it crashing to the floor) and speak to them one-on-one. Remember, each person has the potential to be your ally—or your nemesis.

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