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20NTC Session Proposal

Creating Brand Ownership: Bringing Your Staff Along During A Rebrand

Submitted by: Rachel Dearborn NTEN Member badge |


Often an organization’s brand is “owned” by (AKA it’s the responsibility of) the communications team. That structure may work for some, but it might be hindering your effectiveness as an organization. In this session, we will:

  • Briefly explain why the “owned by communications” setup is troubling
  • Explain who is truly responsible for defining and leading on brand (hint: senior leadership)
  • Show how organizations that practice democratic brands that include all-staff participation and input:
    • Are more effective and can achieve greater impact
    • Attract the right people to work with and for your organization
    • Create happier workplaces and more confident employees
  • Give practical tips on how to engage staff as brand ambassadors, regardless of their role

Why am I leading this session? Well, Tides is a decades-old organization that has long had strong brand equity, but in 2016 we are refreshing our brand for launch in 2017 (hopefully right around the time of NTC!). You can get a sneak peak at some of the work we’ve done and hear my horror stories as well as my big aha! moments during this almost year-long process.

I’ll pull in a few of the people I trust most on branding, including some brilliant consultants I’ve worked with as well as at least one other nonprofit perspective.



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Delaware A


March 23, 2017


10:30am – 12:00pm

CFRE Credits


Collaborative Notes

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