How do you make the most of your organization's marketing outputs, from different sites and staff members, conveyed via a range of media? Create a strong organizational brand and make sure it's used consistently across departments, site and marketing outputs, both print and online.

The challenge, of course, is how to create that high-impact brand and make sure that it is applied according to defined standards in print and online marketing materials to diverse audiences, by all marketing material creators without inhibiting the power of personal voices. The solution goes much beyond a traditional style guide (which is usually focused on writing style and grammar) to encompass these four steps:

1. Make sure that there's agreement, within leadership and key departmental staff, on what your brand is. The brand portfolio includes:

• Positioning statement.

• Key messages for your company and for each of your programs or services.

• Design guidelines on use of logo and company colors.

Many nonprofit staff members perceive the notion of brand as being far too "commercial" to be put to use in their organizations. Beware of this attitude! It is your greatest barrier to marketing success.



Brand is simply the core marketing elements (both graphic and narrative) that, when used consistently, ensure that your nonprofit is quickly recognized and understood by your key audiences. Every nonprofit needs a strong brand.

2. Discuss the communications creation process with your colleagues and, with input from representative staff departments, create a process for creation and review of marketing materials. Ask yourself this question. Do all communications come through one person? What happens before and after that person?

3. Design and implement additional tools to make it easier for your colleagues to develop or generate communications that do convey the brand.

• Select a standard style guide (Chicago Manual of Style, Words Into Type or AP Stylebook) and dictionary as your standards.

• Create a company style guide on grammar conventions (whether to use serial commas or periods within acronyms), as well as specifics on writing about your organization (when to use the acronym, if at all) and its work.

• Create templates (in Word or the word processing program used by your staff) for the most common communications materials. These may include a one-page flyer, tri-panel brochure on services, and a press relea
  Rare Postage Stamps
  Postage stamps are extensively used in the US. They are used on mails, envelopes and packages and help post offices ascertain where they are to be delivered. Stamps are made in the U.S. every day but the manufacturers of some stamps have been prevented from doing so. This is the reason that the stamps manufactured by such companies have become rare.The first postage stamp issued in the world was in 1840. This stamp was introduced by the British and was named One Penny Black. These stamps were imperforated and had t
  th print and online.

  The challenge, of course, is how to create that high-impact brand and make sure that it is applied according to defined standards in print and online marketing materials to diverse audiences, by all marketing material creators without inhibiting the power of personal voices. The solution goes much beyond a traditional style guide (which is usually focused on writing style and grammar) to encompass these four steps:

  1. Make sure that there's agreement, within leadership and key departmental staff, on what your brand is. The brand portfolio includes:

  • Positioning statement.
  • Key messages for your company and for each of your programs or services.
  • Design guidelines on use of logo and company colors.
  Remember you may need to implement audience research to develop a brand that resonates with all of its key audiences. Brand management (reviewing materials, ensuring consistency, brand application) has to be added to an employee's job. That's the only way to bring it to life.



  Many nonprofit staff members perceive the notion of brand as being far too "commercial" to be put to use in their organizations. Beware of this attitude! It is your greatest barrier to marketing success.



  Brand is simply the core marketing elements (both graphic and narrative) that, when used consistently, ensure that your nonprofit is quickly recognized and understood by your key audiences. Every nonprofit needs a strong brand.

  2. Discuss the communications creation process with your colleagues and, with input from representative staff departments, create a process for creation and review of marketing materials. Ask yourself this question. Do all communications come through one person? What happens before and after that person?

  3. Design and implement additional tools to make it easier for your colleagues to develop or generate communications that do convey the brand.

  • Select a standard style guide (Chicago Manual of Style, Words Into Type or AP Stylebook) and dictionary as your standards.
  • Create a company style guide on grammar conventions (whether to use serial commas or periods within acronyms), as well as specifics on writing about your organization (when to use the acronym, if at all) and its work.
  • Create templates (in Word or the word processing program used by your staff) for the most common communications materials. These may include a one-page flyer, tri-panel brochure on services, and a press rele
    ISO 9000 Solutions
    Businesses that have undergone the process of registering, training and certifying as ISO 9000 compliant will tell you that it is nothing short of tiresome. From attempting to decipher the complex language of the manuals to the actual implementation of the ISO 9000 standards, the entire process can be overwhelming to unsuspecting managers.Over 300 software solutions are available for guidance on the process. These programs generally assist in the creation, implementation and management of the quality control system
    ages for your company and for each of your programs or services.
  • Design guidelines on use of logo and company colors.
  Remember you may need to implement audience research to develop a brand that resonates with all of its key audiences. Brand management (reviewing materials, ensuring consistency, brand application) has to be added to an employee's job. That's the only way to bring it to life.



  Many nonprofit staff members perceive the notion of brand as being far too "commercial" to be put to use in their organizations. Beware of this attitude! It is your greatest barrier to marketing success.



  Brand is simply the core marketing elements (both graphic and narrative) that, when used consistently, ensure that your nonprofit is quickly recognized and understood by your key audiences. Every nonprofit needs a strong brand.

  2. Discuss the communications creation process with your colleagues and, with input from representative staff departments, create a process for creation and review of marketing materials. Ask yourself this question. Do all communications come through one person? What happens before and after that person?

  3. Design and implement additional tools to make it easier for your colleagues to develop or generate communications that do convey the brand.

  • Select a standard style guide (Chicago Manual of Style, Words Into Type or AP Stylebook) and dictionary as your standards.
  • Create a company style guide on grammar conventions (whether to use serial commas or periods within acronyms), as well as specifics on writing about your organization (when to use the acronym, if at all) and its work.
  • Create templates (in Word or the word processing program used by your staff) for the most common communications materials. These may include a one-page flyer, tri-panel brochure on services, and a press rele
    Finding Balance In A Tilted World
    THE STRUGGLE -- I was recently talking with one of my entrepreneur friends. He has started three businesses in the last several years—a budding entrepreneur. He was relating some of the joys he has experienced in those enterprises: a sense of freedom from the corporate world, pursuing his dreams and passions, setting his own schedule, controlling his destiny and a large potential for financial rewards.However, he did mention a few downsides: little to no outside accountability, lack of consistent capital, feelings
    ;


    Brand is simply the core marketing elements (both graphic and narrative) that, when used consistently, ensure that your nonprofit is quickly recognized and understood by your key audiences. Every nonprofit needs a strong brand.

    2. Discuss the communications creation process with your colleagues and, with input from representative staff departments, create a process for creation and review of marketing materials. Ask yourself this question. Do all communications come through one person? What happens before and after that person?

    3. Design and implement additional tools to make it easier for your colleagues to develop or generate communications that do convey the brand.

    • Select a standard style guide (Chicago Manual of Style, Words Into Type or AP Stylebook) and dictionary as your standards.
    • Create a company style guide on grammar conventions (whether to use serial commas or periods within acronyms), as well as specifics on writing about your organization (when to use the acronym, if at all) and its work.
    • Create templates (in Word or the word processing program used by your staff) for the most common communications materials. These may include a one-page flyer, tri-panel brochure on services, and a press rele
      How CEO's Can Use Axiology To Improve The Bottom Line Part I
      In today's fast-paced business world, CEO's are trying to keep up with change and adapt to the global marketplace, constantly searching the horizon for an edge over the competition.One thing they overlook is very close to home. In fact it is just down the hall from them.It's their very own employees.By learning how to unlock the hidden potential of your employees and executives you can create multiple leverage points for your business that your competition cannot duplicate because it's unique to you.
      or generate communications that do convey the brand.
      • Select a standard style guide (Chicago Manual of Style, Words Into Type or AP Stylebook) and dictionary as your standards.
      • Create a company style guide on grammar conventions (whether to use serial commas or periods within acronyms), as well as specifics on writing about your organization (when to use the acronym, if at all) and its work.
      • Create templates (in Word or the word processing program used by your staff) for the most common communications materials. These may include a one-page flyer, tri-panel brochure on services, and a press release.
      Make these available for download so that your colleagues have a quick-and-dirty way of creating ASAP communications that are aligned with your brand.

      4. Hold a training session, in which you explain what the brand is (messages, design standards, style guide, processes, and templates) and why it's important to be consistent in using it.

      Include scenarios to illustrate how the communications creations process works, rather than just distributing the guide.

      Most importantly, make sure you convey that individual insights and voices are prized, but that they have to complement core messaging that's crafted to enable your organization to meet its organizational goals.

      Implementing the above approach will work for your nonprofit but there are no five-minute solutions or shortcuts with brand. Once you do invest the time in this process, you will see the payoffs immediately in terms of response to its marketing initiatives.