1. BRAND ((messaging))
TOOL KIT
non-profit

2. “The idea of brand extends much further than a
logo, website or color scheme. A brand is a
psychological construct held in the minds of all
those aware of the branded product, person,
organization, or movement.”

3. What is
messaging?
Developing a solid identity to lead visual
brand development, enhance organizational
culture and build brand equity
Articulating an organizational profile:
vision, mission, values, objectives, position,
and personality.

4. ((this is messaging))
GENERAL PROCESS

5. here’s another way to look at it:
messaging
strategy
deployment

6. VISION:
the idea that originally
sparked the creation of the
organization + the notion of a
better world that might be
achieved
Vision requires courage.
Big ideas, enterprises, products, and services are
sustained by organizations who have the ability to
imagine what others cannot see and the tenacity to
deliver what they believe is possible.

7. Vision Examples:
Our vision is to be earth's most customer
centric company; to build a place where
people can come to find and discover anything
they might want to buy online.
Our vision is a world in which every person
enjoys all of the human rights enshrined in the
Universal Declaration of Human Rights and
other international human rights instruments.
Global diversity and inclusion is an integral and
inherent part of our culture, fueling our
business growth while allowing us to attract,
develop, and retain this best talent, to be more
innovative in the products and services we
develop, in the way we solve problems, and in
the way we serve the needs of an increasingly
global and diverse customer and partner base.

8. what your
organization
does
what it
leads to
economic benefit: community benefit:
Benefit
mapping:
individual benefit:

9. A VISION FOR THE FUTURE:
Create a “resume” for your organization--ten years from now

10. the expression of what this organization will do
(how the vision will be achieved)

11. Mission Statement Examples
To refresh the world...
To inspire moments of optimism and happiness...
To create value and make a difference.
To create content that educates, informs and
inspires. To do this, PBS offers programming
that expands the minds of children,
documentaries that open up new worlds, non-
commercialized news programs that keep
citizens informed on world events and cultures
and programs that expose America to the
worlds of music, theater, dance and art.
The mission of Feeding America is to feed
America’s hungry through a nationwide
network of member food banks and engage our
country in the fight to end hunger

12. Creating a Mission Statement
1. What does your company really do?
2. Four key elements to include:
value
inspiration
plausibility
specificity
3. Keep it short and sweet
Consider designing two mission statements,
short-term vs. long term

13. Organization X serves (constituent groups)
by (definition of the business)
Organization X is different from (competitor)
Because of (point of differentiation)
OR
(Constituent group) needs (insight/why).
(Organization X) provides (differentiated solution)
Mission mad-libs:

14. Values:
the organization’s
belief system, which
guides its approach
-abstract ideas that guide
organizational thinking and
actions.
-can be internal or external

15. TEN COMMANDMENTS
Have each member of your leadership team create a list of your
organizations’ “Ten Commandments.” Compare and contrast.

17. WOODLAND PARK ZOO
Case Study:

18. BACKGROUND
In the late 1880s, wealthy mill owner Guy Carleton Phinney
purchased a large stake of land north of Seattle, near Green
Lake. On it he built a large English-style manor. He also built a
menagerie, leading to what would become the Woodland Park
Zoo.

19. GOALS:
Take the zoo’s identity into the 21st century by:
• Repositioning them as a fun, educational experience for visitors and as a
serious conservation leader, locally and world-wide
• Streamline identity and naming system to establish a more cohesive and
manageable program
• Establishing a brand platform to leverage it into a successful capital
campaign
110 years later, the zoo approached Phinney Bischoff Design house to help
develop a new brand-positioning and capital campaign strategy.

20. “We began with internal stakeholder interviews and
collected countless stories about the value of the
zoo to children and their families. The stories of kids
making connections with animals, feeling
empowered by knowledge, understanding
ecosystems, and taking action as young
philanthropists were inspirational.”

22. a world where people and communities
protect animals and conserve their
habitats to create a sustainable future
VISION:

23. MISSION:
Woodland Park Zoo saves
animals and their habitats
through conservation
leadership and engaging
experiences, inspiring
people to learn, care and
act

24. “The most challenging brand attribute to
communicate was the zoo's transportive
experience—being somewhere else in the world
and what the zoo does beyond its 92 acres.”

25. Values
Commitment
Caring and Respect
Teamwork and Participation
Innovation
Integrity
Service
Fun