Design for Non profit Organization

Branding by Designing

by Andrea Naddaff

Design for Non Commercial Organization

Branding is an essential tool for the non profit organization

An equation of both the physical ( name, tagline, logo, color) and mental (attributes, personality) brandingmust extend across all customer and audience touch points

Branding is the “Visual” “the feeling” and “the remembrance” of an organization that are important

Logo“Logo are often the most visual, most used

and most recognized from of branding, followed by a company’s tagline”

Naddaff, A. (2004). Branding by Design. Communication World, 21(5), 18-21. http://search.ebscohost.com

What do you visualize when you think about breast cancer ?

American Red Cross

Design and seriousness in missionstatement

Mission Statement – Habitat for Humanity InternationalHabitat for Humanity works in partnership with God and people everywhere, from all walks of life, to develop communities with people in need by building and renovating houses so that there are decent houses in decent communities in which every person can experience God’s love and can live and grow into all that God intends. http://www.habitat.org/how/mission_statement.aspx

What is this organization name ?

Nonprofit organizations require a much softer sales touch than their business world counterparts, and finding that right approach can make branding difficult. When pulling together any branding campaign, whether for profit or nonprofit purposes, there are five Ps to keep in mind


BRANDING FOR NONPROFITS: THE FIVE P's

Position PromisePermissionPersonalityPermanence

PositionAn organization's position refers to what

is unique about it. What does your specific charity offer that is different?


http://www.tomsshoes.com/default.aspTom’s shoes

http://www.tomsshoes.com/default.asp

PromiseCommunicate the benefits and true

attributes of an organization.


http://www.redcross.org/?cm_sp=THD_Marketing-_-Weather_Hurricane-_-Recovering-_-RedCross





PermissionPermission refers to the do's and don'ts of

an organization. (For instance, a hospital's brand should not have a harsh or aggressive tone. Instead, it should display warmth, sympathy and hospitality.)


http://www.tg.stjude.org/

PersonalityWhat is the voice and attitude of the

organization? If your charity provides food and shelter for children, your branding should nurture and reflect warmth.


http://www.unicef.org/

http://search.ebscohost.com/

PermanencePermanence speaks to the enduring

qualities of the brand.


GAMEhttp://www.sporcle.com/games/corplogos.

php

https://acts.northwestu.edu/exchweb/bin/redir.asp?URL=http://www.sporcle.com/games/corplogos.php

https://acts.northwestu.edu/exchweb/bin/redir.asp?URL=http://www.sporcle.com/games/corplogos.php

Design for Non profit Organization

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