Brand the change : [the branding guide for social entrepreneurs, disruptors, not-for-profits and corporate troublemakers

"In a perfect world, great changemaking ventures would grow purely based on their own merit. In the real world, we have to be creative and strategic about how we brand our initiatives and get the support we need to help them grow into effective, sustainable organisations. Creating a strong brand is crucial to increasing your impact and getting the audience you deserve. Brand the Change unpacks the brand building process in practical steps. Whether you are building an innovative new product, creating a service for good, spreading a new idea, or positioning yourself as leader in your field, thinking like a brand strategist will help you to create a clear, compelling offer, develop unique brand experiences and ultimately attract and convert the right audiences. The book offers the tools and exercises to build your own brand and offers a rich array of tips from trademarking to digital marketing, and inspires with case studies of successful change making brands. The content is developed based on years of experience in building brands, conversations with dozens of changemakers and understanding what their branding challenges and need for knowledge and skills are and extensive content testing with hundreds of workshop participants. It contains 23 tools and exercises, 14 case studies from change making organisations across the world and 7 guest essays from experts." --Descripción del editor In a perfect world, great changemaking ventures would grow purely based on their own merit. In the real world, we have to be creative and strategic about how we brand our initiatives and get the support we need to help them grow into effective, sustainable organisations. Creating a strong brand is crucial to increasing your impact and getting the audience you deserve. This toolkit opens up the methods of Anne Miltenburg for everyone looking to build or strengthen their brand for change: social entrepreneurs, activists, NGOs, creatives and disruptive businesses. With over twelve years of experience as a brand developer, Anne Miltenburg has worked with organisations and people as diverse as tech companies, artisans, women's rights activists and bankers, from Zambia to Tunisia and from the USA to Saudi Arabia. To help her clients and workshop participants think like brand strategists, Anne developed tools and exercises to make the branding process easy to comprehend and apply. INCLUDES BRANDING 101 The anatomy of a strong brand The branding process step by step How to budget for brand building Trademarking your brand & more... GUEST ESSAYS Roshan Paul on storytelling Marleen Splinter on protecting your brand Stella van Himbergen on marketing sustainability Simon Buckby on getting PR Ben Matthews on digital marketing Suzanne van Gompel on brand architecture Grant Tudor on base of the pyramid marketing 23 TOOLS AND EXERCISES TO BUILD YOUR OWN BRAND Develop a blueprint for your brand Position your initiative in the market Define your mission and vision Map out your audiences and how to reach them Change your reputation, write a manifesto & more... 14 CASE STUDIES OF SUCCESSFUL CHANGEMAKER BRANDS SOKO - TONY'S CHOCOLONELY - SANERGY DR AYANA JOHNSON - THE FINANCE BAR THNK - MACMILLAN CANCER SUPPORT HEADSPACE - THE SCHOOL OF LIFE - YONI SUPERBETTER - BRCK - MAKEY MAKEY - SUGRU In a perfect world, great changemaking ventures would grow purely based on their own merit. In the real world, we have to be creative and strategic about how we brand our initiatives and get the support we need to help them grow into effective, sustainable organisations. Creating a strong brand is crucial to getting the audience you deserve and, ultimately, increasing your impact. With over twelve years of experience as a brand developer, Anne Miltenburg has worked with organisations and people as diverse as tech companies, scientists, women's rights activists and bankers, from Zambia to Ireland and from the USA to Saudi Arabia. To help her clients comprehend the branding process and think more like brand strategists, Anne developed tools and exercises which became the foundation for a training format used in over 15 countries to support starting and scaling social enterprises. This book opens up the method for everyone looking to build or strengthen their brand for change Whether you are building an innovative new product, creating a service for good, spreading a new idea, or positioning yourself as a leader in your field, thinking like a brand strategist will help you to create a clear, compelling offer, develop unique brand experiences and ultimately attract and convert the right audiences. This book challenges you to put your head above the clouds to formulate a compelling big vision, while having your feet in the mud: to understand how to realize that vision by selling yourself well and all the practical branding challenges that come with it. The book unpacks the brand building process in practical steps, offers you the tools and exercises to build your own brand, offers a rich array of tips from trademarking to digital marketing, and inspires with case studies of successful change making brands. It contains 23 tools and exercises, 14 case studies from change making organisations across the world and 7 guest essays from experts