A Systematic Process for Waking Up Your Brand
Red Rooster Group specializes in developing brands for nonprofits, as well as businesses. We follow a systematic process to create dynamic brands that represent the best interests of each organization and are enthusiastically embraced.
1. Discovery
First, we need to determine where your organization stands. What are its brand strengths and weaknesses — what are you communicating well, and what’s not getting through? We also want to know what your constituents and donors think about your organization. Are these perceptions accurate or have to change? And we want to know what similar organizations are doing and whether there is any confusion with your organization.
Services include:
- Brand Review of Organization’s Marketing and Fundraising Materials
- Interviews with Staff, Board and Donors and Others
- Surveys and Other Market Research
- Competitive Analysis Assessing Other Organizations and Marketplace Issues
- Brand Analysis and Recommendations
2. Message Development
How well does your organization distinguish itself from others? Is your mission easy to understand? Do donors understand the impact your organization has? These are the types of fundamental questions we address in this stage. The messages we develop provide the foundation for all of your marketing and fundraising efforts.
Services include:
- Organizational Brand Values, Attributes and Personality
- Brand Statement and Tagline
- Key Messages, Fundraising Theme
3. Visual Identity Development
In this stage, we develop your organization’s visual identity based on the core messages. We determine how to present your divisions and programs so they are part of your organization’s brand, design the appropriate logos and visual devices, and create a cohesive visual look that can be used for all marketing materials.
Services include:
- Determining the Brand Architecture for the Organization, Divisions, Programs, Partners, etc.
- Developing Organizational Identity / Logo, Social Media Icons, etc.
- Specifying Organizational Colors, Typefaces, Use of Images
- Developing Logo Formats for Print and Web Use
4. Brand Implementation
Now that you have a new logo, what do you do with it? We provide you with a Brand Manual showing how to use the logo, colors and typefaces. We can also design your stationery and templates, set up an online archive of your logos and provide staff training on how to access and use the files to maintain a consistent brand.
Services include:
- Design of Stationery Items (Letterhead, Business Cards, Envelopes, Email Signature, etc.)
- Design of Appropriate Templates
- Brand Manual & Usage Guidelines
- Brand Archive Containing Logo Files, and other Brand Assets
- Staff Training on How to Maintain the Brand
5. Brand Launch
Once your organization’s brand is updated, you’ll need a plan for launching it. Do you replace all your stationery and brochures immediately or phase in the new look when you reprint them. Do you announce your new brand proudly at an event or just start using it without fanfare? And who do you need to tell first so that you don’t upset any donors or partners? We provide the strategy and planning to roll out your brand successfully.
Services include:
- Brand Launch Strategy for Hard or Soft Launch
- Plan for Informing Key Constituents
- Plan for Announcing Brand to the Public
6. Marketing Materials & Outreach
At this stage, we’ll determine what is needed in order to communicate your message effectively. We’ll work with to implement your brand and provide the tools, such as email newsletter and publication templates, so that you can create consistent communications. We’ll assess your website to determine whether it can be updated or needs a complete redesign and provide expertise about how to accomplish it in the most expedient way. Our goal is to empower you to live your brand.
Services include:
- Adapting or Creating New Website
- Adapting or Creating Social Media Pages
- Capabilities and Fundraising Brochures
- Developing Email Newsletter Templates
- Organizational and Fundraising Brochures and Kits
- Other Communications & Promotion
> Interested in getting started? Contact us.
Red Rooster Group is a New York based graphic design firm that creates effective brands, websites, and marketing campaigns to increase your visibility, fundraising, and communications effectiveness. Contact us at info@redroostergroup.com.
Links
- See Nonprofit Brand Case Studies.
- Read articles on Nonprofit Branding.
- Contact Red Rooster Group for help with your brand.