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9. Collateral materials. How and where do you convey your message and information? Some forms of information conveyance Zimmerman noted were proposals, brochures, logo, byline, ads, banners, Web pages, stationery, etc. Branding is more than just an organization’s logo or slogan; It’s all of your collateral materials working together to convey your message.
10. Communications media. What channels will you use to relay your message? TV, radio, print ads, word-of-mouth, the Web, billboards, direct mail, etc. all are viable channels.
11. Strengthen. How will you create and sustain the brand? What will you communicate to whom? In what ways will you do so? When and how frequently? How will you legitimize the message? What do you expect the results to be?
Nonprofits can use the exercise to brand a new organization, do a brand audit and/or rebrand. According to Zimmerman, completing it can take anywhere from a half a day, to two days, to a few weeks or even months depending on the complexity of the organization and what it’s trying to accomplish.
Joel Zimmerman can be reached via www.cdrfg.com
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