322. How to Create an Inclusive Brand for Your Organization + The Why / When to Rebrand - Farra Trompeter

Farra Trompter, Big Duck, We Are For Good Podcast, Inclusive Branding

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Overview

Meet Farra. This Co-Director and Member-Owner at Big Duck (oh you know we're going to talk about what those titles mean!), is a tireless advocate of inclusive branding and bringing your community into the branding discussion. In today’s digital world, we're chatting about the importance of branding for mission-driven organizations (and where to start!), how to ensure DEI is baked into the brand, and why branding is a team sport.

💡Learn

Weaving inclusivity & DEI into your brand
How often should orgs rebrand?
How should I brand during a big anniversary for my org?
Collaboration between Development + Communication teams
Your board's role in branding (yes, they have a purpose!)

Today’s Guest

Farra Trompeter, Co-Director and Member-Owner, Big Duck

“If we want people to remember who we are, to think about us as a place to go to for support, as a place to donate, as a place to take action to, we have to communicate.”

— Farra Trompeter, Co-Director and Member-Owner, Big Duck

Episode Transcript

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Episode Highlights

Farra’s story and journey to where she is today (3:25)
Branding for nonprofits (9:40)
Key steps to developing and applying your brand personality (12:55)
Creating inclusive branding (17:00)
Big Duck’s shared leadership model (19:40)
Nonprofit board’s role in Marketing and Communications (22:25)
How often should nonprofits be rebranding? (27:20)
Should we change the name of our organization? (29:30)
We have an anniversary coming up - now what? (33:20)
Collaboration between Development + Communications Teams (35:00)
A powerful story of philanthropy in Farra’s life (38:20)
Farra’s One Good Thing: “Don't dream it, be it." - The Rocky Horror Picture Show (40:50)

Powerful quotes

“Communications and marketing are often seen as a luxury item for nonprofits. It's often the first thing to go or to be cut when an organization has to be lean, when either we are in or afraid of being in a recession….But, if we want people to remember who we are, to think about us as a place to go to for support, as a place to donate, as a place to take action to, we have to communicate.” -Farra

“Communications has to be seen as essential. It has to be seen as something we need to do if we're going to achieve our mission.” -Farra

“We need to be clear about the organization's vision, mission and value.” -Farra

“Once we know who the organization is and where it's going, we can then say, given this moment in time, given the context that we are operating in, that our audiences are experiencing, what are the primary goals for our communications and brands?” -Farra

“Brand strategy is your desired perception that people have of you. It bridges the aspiration and the authentic. So it's often who are we on our best day? It has to be who we are, it may not be who we are in an everyday way, but when we're really rocking it, who are we as an organization?” -Farra

“There needs to be shareholder engagement, but where the power lies and decision needs to be outlined initially.” -Becky

“I think people hear the word rebranding and think it's a complete overhaul. That's not always the case. For some organizations, you do need to change everything, but for many organizations, it's an evolution.” -Farra

“Your name has to really communicate who you are. It's the most widely traveled ambassador of your entire brand.” -Farra

“Don't dream it, be it.” -The Rocky Horror Picture Show