Nonprofit Performance 360 Issue 13

4. Brand language (the words that differentiate your brand): • The hallmark, better known as the logo: is it simple and memorable? • Brand emotion (what is clearly different about your outcome vs. competition). • Position vs. competitive offerings or current solution: architecture of your brand language. • Existing perceptions of the product category by target market segments. • Existing structure and infrastructure in this product category. • Competition for the same dollar from other product categories: how does your language define the difference? • Positions currently occupied by you and your competitors in the collective minds of target market segments.

• Relation of a particular brand with other brands from the same company: line extensions, brand adaptations, co-offerings, etc. 5. Brand pricing/value ratios: • What is clearly different about your outcome vs. competition and does it have a clearly higher value to justify price? • Is there an entrée strategy/offering that allows the consumer to “get a bite of the apple/taste your brand”? A few additional comments: • Some simple guidelines for hallmarks: The rule with hallmarks and names is simplicity and memorability. Examples: Apple, Starbuck’s, and Google. What do the names mean? What do their logos stand for? They are

memorable, simple, and they are now among the most recognized. • As my good friend and colleague Dr. David Gruder says, brands must answer the following questions: – – Why should I care? – – Why should I believe you? – – Why would I select you over alternatives? • You should also prepare the answers for what objections/stumbling blocks might exist in the minds of your consumers. Ed Bogle is a Strategic Planning Consultant working with and mentoring entrepreneurs in developing innovative solutions in market seizing strategy, implementation, brand execution, and capital sourcing. His work encompasses firms ranging from start-ups and emerging entities to the Global 50 enterprises with a passion for entrepreneurship and nonprofits or social- driven enterprises.

34 I Nonprofit Performance Magazine

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