It’s brand planning time! Photo by Unsplash.

“We should do more with our brand” is the lament of a lot of busy nonprofit, corporate and association communication professionals.  Here are three ways to boost your brand engagement this  year.

  1. Engage Stakeholders in Social It’s not enough to have staff schedule regular social media posts. Build ways for your donors, your customers, your board members to engage with your brand story. Give shout-outs to the people who help your organization deliver on its mission, and be sure to tag them. Give tutorials to members of your leadership team who might not be as comfortable with social on ways to engage across platforms. Send emails to board members with a link to your latest LinkedIn post and ask them to comment on it and share it to their channels. Every share expands your community and the impact of your brand.

 

  1. Ask Influencers to Share. The social tag is the modern equivalent of getting an autograph, but actually more useful for your brand. When one of my nonprofit clients gave a hospital tour to Justin Bieber (and encouraged him to tweet about it, which he did), they got 10,000 new followers in a matter of hours. Find out if any key personalities or well-connected board members are already known to your institution and encourage them to make a social mention or tag your organization. You can’t hit them up every time, so make thoughtful decisions about when it would be most important to have this extra amplification, such as before a major event or fundraiser.

 

  1. Create Platform-Friendly Content. If you want your content to be mobile- and web-friendly, make it a priority to upgrade your acquisition and output specs. For new video content, shoot in High Def, at a minimum of 1080p (29.97 frame rate, or 24fps which looks nicer in many cases and saves you some file space) but optimally at 4K for maximum flexibility and image quality. This larger acquisition size takes up more space, but storage is cheap. And you can easily make 1080p versions of content for web distribution. Whereas having your fabulous year-end video look dated and pixelated on your social channels when 5G is fully in place is an expensive mistake. For photos that you might want to re-purpose in videos, be sure you prioritize horizontal framing, not vertical. And if you want to post photos to IG, then you’ll need to collect vertically-framed scenes, too!

Merry Branding in this (relatively New ) Year!

0 replies

Leave a Reply

Want to join the discussion?
Feel free to contribute!

Leave a Reply

Your email address will not be published.