All organizations and social enterprises have a brand that they have to manage and promote…or create. They might also have a brand they have to refine, or maybe even repair. Branding is about much more than logos and taglines (although those are important). It’s about an organization’s identity, and about earning the ‘reputation’ you need in order to fulfill your mission.
This module will explore:
- The difference between brand strength and brand awareness
- How to conduct a brand audit
- Why branding is more than a logo – learning about your brand’s genetic code
- Earning & maintaining an organizational reputation
- Why all staff are brand ambassadors
Sean Kelly has spent more than 20 years working and volunteering with non-profit groups and on social marketing campaigns. He has extensive experience in communications, writing, film & radio production, public relations and social marketing. He has worked for groups including Cuso, the Lester Pearson Institute and the Community Sector Council of Nova Scotia, and is currently the Communications Specialist for Clean Foundation. Sean has also assisted many non-profit groups such as HeartWood Youth Centre, Cuso and New Dawn Enterprises on organizational re-branding.
Key Learning Objectives:
- Why organizational branding is about more than logos and slogans – it’s about earning the reputation you need to fulfil your purpose
- Why organizational branding is critically important to non-profit groups and social enterprises
- What the difference is between brand strength and brand awareness
- Why everyone involved in your organization or business is a brand ambassador
- How to conduct a reputation audit
- What makes up the 4 key steps to brand promotions success
- How some of the main brand delivery tools can help
By completing/passing this course, you will attain the certificate Course Completion Badge
Last Updated: February 15, 2019
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