Santa Cruz Tech Beat


Your Organization Can Endure This Crisis. Here’s How.

By Eric Ressler

March 25, 2020 — Santa Cruz, CA

(Image source: Cosmic)

Keep goals on track with this high level checklist

In the midst of a global crisis that we’re only just beginning to understand, we believe strong branding, communications, and digital experiences for social impact organizations are critical to keep the world moving forward. As organizations adjust to the current circumstances in each of our communities we thought you could benefit from a high-level checklist to ensure you can continue the good work during these unconventional times.

Start with Your Foundation:

In light of the magnitude of the current circumstances, it’s important to review the foundational elements of your brand to make sure that you’re current and tuned into the experience of uncertain times.

Assess your visual brand

  • Do you have a strong visual brand?
  • Does your current logo and visual brand extension create a distinct, memorable identity for your organization?
  • Do all of your visual brand elements work effectively in the digital realm at different sizes?

Review your target audiences

  • Who do you serve? Limit this to 2-4 primary audiences.
  • Be clear about which audience you are communicating with in each of your digital channels: website, emails, social channels, and paid media.
  • Each piece of communication should speak to a single audience whenever possible.
  • Consider doing Target Audience Interviews to avoid internal biases or assumptions about the people you serve

Establish clear messaging and positioning

  • For each audience segment, establish 3-5 key messages and 3-5 supporting proof points or talking points. Less is more here, and consistent messaging is key.
  • Establish or refine your main messaging components: Brand Story, Positioning, Differentiation, Promise, Brand Purpose, Values, Tone, Elevator Pitch, Core Messaging, and Tagline with an eye towards how they relate to your audiences.
  • Are you clear on your point of view?
  • Are you in a place where you can also speak to the moment?
  • Does your brand voice and tone need to change?

Update your Theory of Change for the current times

  • As our society responds to this crisis, there may be needs or opportunities to rapidly make changes to your organizations core strategies
  • Take the time to review your Theory of Change to determine how the shifting global situation might impact it

Continue reading here:



Related Posts

Sign up for our free weekly email digest!

  • This field is for validation purposes and should be left unchanged.

Follow Now

Facebook Feed

This message is only visible to admins.
Problem displaying Facebook posts.
Click to show error
Error: Server configuration issue