New! How to Create a Brand Persona That Attracts Supporters to Your Mission

In this interactive webinar, Trent will show you how to create a brand persona that will strengthen and unify your messaging across all communications channels, and make it crystal clear to your many audiences what you have to offer and why it should matter to them. 

Why a brand persona? It makes it easier for your audiences to understand and connect with your nonprofit. People personify things all the time. We assign human-like attributes to essentially anything with a name — people, places, things, and yes, even nonprofit organizations. We do this because it draws on the one analogy we understand best: What it means to be human. 

When donors, board members, volunteers, staff, consumers and other supporters encounter a nonprofit with inconsistent messaging and personality traits, it can undermine their sense of trust and confidence because they can’t accurately determine what your nonprofit truly stands for. 

In this webinar, we’ll talk about how a brand persona makes it easier for many audiences to connect with your nonprofit. You’ll learn how to create a brand persona and use it to convey consistent messaging and personality traits that build loyal relationships. 

When done properly, your brand persona will unify your messaging to your many audiences, and make it crystal clear what you offer and why it matters.

What you will learn:   

1. What is a brand persona 
2. Why it’s critically important to create yours now 
3. How to create a brand persona 
4. Leveraging the power of your brand persona to: 

• attract donors and key supporters
• build constituency trust
• strengthen your marketing and communications strategy
• increase visibility for your mission
• create your unique and compelling brand story
• connect on a deeper, emotional level with your many audiences

5. Strategies to help your board, volunteers and staff embrace and use your new brand persona

Bonus Materials

1. Brand Persona Development Worksheet
2. 7 Critical Tips for Building Your Nonprofit Brand Persona
3. The Children’s Center Brand Persona

About the Topic Expert
R. Trent Thompson, a brand and marketing strategist, is founder of Rebrand, Retool or Perish, a brand consultancy for nonprofit organizations.

With more than 20 years of accomplished brand and marketing leadership, Trent has developed brand identity programs,multichannel campaigns, communications tools, and mobile and web-based solutions for a diverse clientele ranging from advertising agencies and nonprofits to members of the Fortune 500 (e.g. DePuy, LexisNexis, United Way, Iams, Stryker, The Children’s Center, Lincoln Financial Group, Brunswick, Girl Scouts). 

Trent's firm was retained by The Children’s Center in Detroit to redefine, strengthen and unify its brand, editorial and messaging to increase visibility of their work, build a strong public voice, extend its overall reach, creatively engage next generation philanthropists, improve stakeholder communications, and help increase annual revenue.

Trent is a national speaker and award-winning brand and marketing strategist. He recently received the Gold Award for "Campaign of the Year" and the Gold Award for "Multichannel Campaign of the Year” from Fundraising Success Magazine.