Brand Force: A Nonprofit's Guide For Building A by Donald Argento

Brand Force: A Nonprofit's Guide For Building Aby Donald ArgentoA brand is not a logo. It is not a typeface, a snappy slogan, a colour scheme, or a well-crafted mission statement. Donald Argento begins by clearing away everything a brand isn't, then builds — chapter by chapter — what one actually is, and why a nonprofit needs it more than most.The book works through foundation and personality, choosing a great name, brand promise and tagline, ethics, transparency and niche. It moves on to communication, identity and brand standards, then to public relations, partners, ambassadors, and the loyalty and retention that decide whether supporters stay. It closes with the Brand Force Ladder and a set of brand personality attributes you can apply directly.Drawn from many years across corporate, nonprofit and higher-education settings, and illustrated throughout with the stories of real organisations, this is a working handbook for anyone trying to make a mission-driven organisation magnetic rather than merely worthy.eBook (EPUB) · ISBN 9781622490240