eNewsletter 4 - October 2005

The term branding is ubiquitous but many people are unsure of exactly what it means and why it is vitally important to their organization. Designers are a critical part of the branding process, but their work happens at the end. KTDC decided to ask Mary Robinson, President of Capacity Partners, Inc., a Maryland-based strategic consulting and planning firm, to explain the importance of investing in good communications and some key issues to consider in developing strong organizational brands. KTDC: What is the importance of an organization fine-tuning its message to speak to broad audiences? MR: Organizations (especially nonprofits) depend on the interest and commitment of their supporters for the organization's very lifeblood. If an organization fails to communicate effectively with its constituents, it risks losing donations, sponsorships, members – in short, its entire raison d'etre, not to mention its revenue stream. Consider that the message of a nonprofit organization appeals to the heart. Nonprofits usually don't promise to make their own constituents' lives better. They offer an opportunity to help someone else – families suffering from the effects of Hurricane Katrina, researchers working to find a cure for cancer, low-income youth growing up in crowded cities, scientists saving the oceans. Because the message of a nonprofit implies an investment in a cause rather than a benefit for oneself, the message needs to be extraordinarily clear and persuasive. Remember, too, that audiences of every sort mix up messages; the larger the audience, the more likely the possibility that individuals will interpret the message different ways. Thus, if your nonprofit wishes to increase the chances that your message will be received the way you want, fine-tuning the message is critical. KTDC: An organization wants to raise its visibility, increase public awareness, and drive fund-raising campaigns, but first the organization needs to go through a strategic planning phase. Can you define strategic planning and speak to the importance of this effort? MR: Strategic planning is the process of defining where your organization is going and how your organization will get there (e.g., vision, goals, and strategies). Developing a shared vision is the province of true leadership and by far the most important part of the strategic planning process. Without a vision and clear sense of where one is going, there is no strategic plan, only an operational plan that helps one do things better. A strategic plan brings direction to your organization, and, in so doing, brings clarity to the essence of your communication plan. Here, at a very high level, are the questions that a strategic plan addresses:

KTDC: Good communications are a good investment only if the organization has done its homework first; why is that? MR: Good communications are the tools that transmit an organization's message. If the organization has defined its message well – that is, if the message advances its vision, goals, and strategies and appeals to the right constituents in a way that is in sync with the organization's values and uniqueness, the communications vehicles will be effective. Branding is the act of translating who your organization is and its distinctiveness into a distinct visual image. This image can then be used to communicate specific messages in a quick and powerful manner (such as “donate to this campaign” or “join in this 10K race”). But beware – poor communications brand as powerfully as strong ones. That image becomes who you are in the donors' minds and it is very difficult to change. So it is important to take the time to conduct strategic planning, know what you want from your communications, and hire talent that can translate your intent into powerful and attractive art. KTDC: Brand identity is critical. So what are some critical steps an organization can take in the process of self-identification: Hire you? Hire other types of consultants? Use a checklist, maybe, for the self-identity process? MR: Branding is part of a marketing plan that comes toward the end of the strategic planning process. The time has to be right for your organization to get started on strategic planning. Here are some considerations:

Some organizations conduct strategic planning effectively with a consultant but most benefit from expert help. To read the entire article, and to find out whether hiring a consultant is right for your organization, go to www.katetallentdesign.com/resources/index.html and click on “Start the branding process with your organization.” For more information contact Mary Robinson at www.capacitypartners.com or call 240-462-5151.

Providing easy global exposure to KTDC, Jesús Navarro Saracibar provides web and media development services as part of the KTDC Virtual Studio of consultants. A marketing graduate of Tecnológico de Monterrey – Mexico City Campus, since 1999 Jesús has been simultaneously producing multimedia applications and serving as a consultant in new media development and design. He has produced more than a dozen websites, digital video projects, and interactive CD-ROMs for national and international clients. His list of clients includes: the Mexico City Chamber of Commerce, the Mexican Academy of Cinematography, London Sport Magazine, Solar Dreams Productions, the Chamber of Arbitrage of Mexico City, and KTDC. Currently Jesus is collaborating with KTDC on the National Latina Health website. From 2000 to 2002, Jesús served as Marketing Manager for Intélite and was in charge of redesigning the institutional image; the inauguration of the television channel, InteliTV; the inauguration of a platform for Internet services; and new media projects for clients such as Telmex, Telefonica, and Nafin. Additionally, as a consultant he developed new communications strategies for the Mexican Academy of Cinematography (www.academiamexicana.com). Through the Academy he was also involved in the production and organization of the last six Ariel Ceremonies, the most important award in the Mexican Film industry. In 2002, Jesús earned first place in the National Web Design Contest for the Mexican Football (Soccer) Federation. From 2002 to 2003, he worked as a freelance multimedia producer in London. He participated in the production of new media with the Mexican Embassy in the U.K., principally for the Mexican Art Festival in London (www.mexart.co.uk). He also worked with the University of Oxford to produce the web page for their Mexican Studies Department (www.mexico.ox.ac.uk). Currently, Jesús is an independent multimedia producer and is producing an interactive CD-ROM for the Mexico City Museum of Popular Art that will open in December. KTDC is proud to have Jesús as part of the Virtual Studio and looks forward to future collaborations.

Wednesday, 26 October — 18th Annual Fundraising Day Washington – A one-day conference at the Marriott Wardman Park, 2660 Woodley Road, NW, Washington, DC 20008. 7:30 am to 4:00 pm. Stop by and say hello at the KTDC booth #18. Thursday, 27 October — Tuesday 8 November – KTDC offices will be CLOSED. Monday, 5 December — KTDC presents, Are You Getting the Message Out? Gauging Your Organization's Communications Session at the Affinity Lab conference room, second floor, 2451 18th Street, NW, Washington, DC. 7:00 pm to 9:00 pm. Every organization is different—but each can make the best use of technology to get their message in front of the audiences they hope to reach. The information session KTDC offers to the nonprofit sector discusses how to track the effectiveness of your communications as they raises the visibility of your organization, increase public awareness about the issues you are represent and drive fund-raising campaigns. FREE! Seating is limited; please e-mail kate@katetallentdesign.com to reserve a seat or for more information. Wednesday, 14 December — Derek Smith presents, Leadership in Paper and the Environment, hosted by RIS Paper in Upper Marlboro, MD. Smith, a 35-year veteran of the paper industry, explores the dramatic impact of environmental reform on the paper and print industry. 11:00 am to 12:30 pm. This FREE session is only open to KTDC clients and includes lunch. Seating is limited; please e-mail kate@katetallentdesign.com to reserve a seat or for directions.

The folks who bring you this edition of the KTDC e-newsletter are among the trusted people with whom I collaborate on design and communications projects. Read more about KTDC's virtual studio partners at: http://www.katetallentdesign.com/about/virtualstudio.html