Actions and Detail Panel
Brand: Analysis and Identity - a framework for NFP communicators
Tue. 6 December 2016, 12:00 pm – 2:00 pm AEDT
People don’t just want to give money any more, they want you to represent their motivations for change and their view of how the world could be. Attracting the right people is achieved by having a personality that they align with.
Identity is critical for NFP’s and creating identity cannot be left to chance. When it comes to building supporters the NFP/charity sector is competitive and the need to stand out is critical. Having a clear and cohesive identity is achieved by asking ‘Who are we?’
Brand Archetypes is a methodology for answering the question of identity creation. Understanding your archetype allows you to communicate with greater clarity and impact and increases your ability to build long term, committed donors who are interested in seeing your organisation succeed. In today’s world people want their brands to be something that contributes to their personal identity, understanding your brand archetype is essential to achieving this.
In this, our final session for 2016 we will introduce the concept of archetypes and guide you through the key characteristics of the 12 archetypes so that you can begin to assess your identity and if it accurately reflects you.
Presented by Michael McGann.
Michael brings 10 years experience working with small and medium sized business, NFPs, and social enterprises to answer questions about value propositions, customer/client value, how they differentiate themselves and why should anyone care.