A strong brand acts as a declaration of what you stand for, now and in the future. In the commercial world, a strong brand is a central platform for a clear market identity, a dynamic marketing strategy and a high performance culture. The typical non-profit brand is undervalued and underutilised. Many non-profits (with a few notable exceptions!) fail to successfully leverage the power of their brand to unite and promote their organisations.
Great brands ignite hearts, minds and markets. They build
team alignment with the vision and the mission, and create smarter, more
consistent communications. As more
non-profits turn to partnerships, mergers and social enterprises, (particularly
in the rapidly changing disability sector) the importance of an overarching
brand strategy is critical in order to avoid diluting your communications and
weakening your visibility.
This webinar takes us back to branding fundamentals. It offers
a new definition of marketing and reprioritises the role of the brand in an
increasingly competitive environment. It will include practical tips,
insights, some great stories and case studies.
Fran Connelley began her
career in the Australian toy industry as a buyer with Toyworld and Group
Product Manager with Hasbro Toys where she managed brands such as Cabbage Patch
Kids, Transformers and GI Joe. In this highly volatile market she learnt the
value of great branding and story-telling to unlock new markets and revenue.
As a non-profit branding specialist and Director of
FC Marketing she has worked with many organisations including Landcare
Australia, Coastcare, Scalabrini Village, Sylvanvale Foundation, Can Assist, the
Young Endeavour Youth Scheme, the Australian National Botanic Gardens and the
Royal Hospital for Women Foundation. She is passionate about the
power of branding to build internal cultures, create smarter communications and
connect new audiences to your mission.
