DIGITAL

BRANDING
in Non-Profit/ Community Organization

Adi Winoto
Art Director

2019
BRAND &
BRANDING
?
WHAT IS
BRAND?
The intangible sum of A name, term, sign,
a product’s attributes: symbol, or design or a
its name, packaging, combination of them,
and price, its history, its intended to identify the
reputation, and the way goods and services of one
it’s advertised. Ogilvy seller or group of sellers
and to differentiate them
from those of the
competitor. Kottler
Brand is a complex
phenomenon.
A brand can be defined as a set of tangible and
intangible attributes designed to create awareness
and identity, and to build the reputation of a product,
service, person, place, or organization. Bonnici, 2015.
 Branding is a disciplined

BRANDING
process used to build
awareness and extend
customer loyalty.

Branding is about seizing

every opportunity to express
why people should choose
one brand over another.
NO N P RO FIT
BR AN D
Many nonprofits continue to use their
brands primarily as a fundraising tool,
but a growing number of nonprofits
are developing a broader and more
strategic approach, managing their
brands to create greater social impact
and tighter organizational cohesion.
Is it important?
WHY? WHY? WHY?
WHY? WHY? WHY?
WHY? WHY? WHY?
BECAUSE
Because the strength of a non-profit brand is
defined by the degree of trust and loyalty it
elicits, this gap between action and impact
places more of burden on a nonprofit’s brand
to generate the kind of sustained engagement
necessary to tackle complex problems.
CHARACTERS
Strategically Exceptionally Consistently
Informed Crafted Executed
Every choice must It is the quality of People want to know
tie back to the craftsmanship in what to expect from
organizational/brand every word used and brands they support.
strategy and the in every designed Consistent branding
specific goals element that separates signals commitment,
the exceptional from builds trust, and
the merely okay. delivers a host of
other benefits.
6 KEY COMPONENTS

Brand is
• Your Organizational Strategy
• Your People
• Your Messages
• Your Interactions
• Your Visual Design
• Your Communications Tools
ROLE OF Identity
BRAND Image
CYCLE
Reputation Positioning

Capacity Cohesion

Impact Leverage Trust

NON PRO FIT
BRA N D
OCT DIGITAL AROUND THE WORLD IN OCTOBER 2019
2019 THE ESSENTIAL HEADLINE DATA YOU NEED TO UNDERSTAND GLOBAL MOBILE, INTERNET, AND SOCIAL MEDIA USE
! CHANGES IN DATA PROVIDER METHODOLOGIES MEAN THAT DATA ON THIS SLIDE IS NOT DIRECTLY COMPARABLE TO DATA IN OUR PREVIOUS REPORTS

TOTAL UNIQUE INTERNET ACTIVE SOCIAL MOBILE SOCIAL

POPULATION MOBILE USERS USERS MEDIA USERS MEDIA USERS

7.734 5.155 4.479 3.725 3.660

BILLION BILLION BILLION BILLION BILLION
URBANISATION: PENETRATION: PENETRATION: PENETRATION: PENETRATION:

55% 67% 58% 48% 47%

SOURCES: UNITED NATIONS; GSMA INTELLIGENCE; ITU; GLOBALWEBINDEX; EUROSTAT; SOCIAL MEDIA PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS AND INVESTOR EARNINGS
6 ANNOUNCEMENTS; TRAI; APJII; PTA; BTRC; ARAB SOCIAL MEDIA REPORT; TECHRASA; NIKI AGHAEI; ROSE.RU (ALL LATEST AVAILABLE DATA IN OCTOBER 2019).
OCT ANNUAL DIGITAL GROWTH
2019 THE YEAR-ON-YEAR CHANGE IN KEY STATISTICAL INDICATORS
! CHANGES IN DATA PROVIDER METHODOLOGIES MEAN THAT DATA ON THIS SLIDE IS NOT DIRECTLY COMPARABLE TO DATA IN OUR PREVIOUS REPORTS

TOTAL UNIQUE INTERNET ACTIVE SOCIAL MOBILE SOCIAL

POPULATION MOBILE USERS USERS MEDIA USERS MEDIA USERS

+1.0% +2.4% +10% +9.6% +15%

OCT 2018 – OCT 2019 OCT 2018 – OCT 2019 OCT 2018 – OCT 2019 OCT 2018 – OCT 2019 OCT 2018 – OCT 2019

+79 MILLION +123 MILLION +416 MILLION +328 MILLION +476 MILLION

SOURCES: UNITED NATIONS; GSMA INTELLIGENCE; ITU; GLOBALWEBINDEX; EUROSTAT; SOCIAL MEDIA PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS AND INVESTOR EARNINGS
7 ANNOUNCEMENTS; TRAI; APJII; PTA; BTRC; ARAB SOCIAL MEDIA REPORT; TECHRASA; NIKI AGHAEI; ROSE.RU (ALL LATEST AVAILABLE DATA IN OCTOBER 2019). ADVISORY: SOME GROWTH
FIGURES ARE BASED ON REVISED HISTORICAL DATA, SO NUMBERS REPORTED HERE MAY NOT CORRELTATE TO NUMBERS PUBLISHED IN OUR DIGITAL 2018 Q4 GLOBAL DIGITAL STATSHOT REPORT.
 OCT SHARE OF WEB TRAFFIC BY DEVICE
2019 THE SHARE OF TOTAL WEB TRAFFIC SERVED TO WEB BROWSERS ON EACH KIND OF DEVICE

MOBILE LAPTOPS & TABLET OTHER

PHONES COMPUTERS DEVICES DEVICES

51.74% 44.53% 3.65% 0.08%

RELATIVE ANNUAL CHANGE: RELATIVE ANNUAL CHANGE: RELATIVE ANNUAL CHANGE: RELATIVE ANNUAL CHANGE:

+0.2% +1.0% -13% -20%

SOURCE: STATCOUNTER (SEPTEMBER 2019). NOTE: FIGURES REFLECT TRAFFIC TO WEB BROWSERS ONLY, AND DO NOT INCLUDE INTERNET TRAFFIC TO OTHER KINDS OF SOFTWARE OR APPS.
10 NOTE THAT MOBILE APPS WILL ACCOUNT FOR A SIGNIFICANT SHARE OF INTERNET-POWERED MOBILE ACTIVITIES, BUT TRAFFIC TO MOBILE APPS IS NOT INCLUDED IN THE DATA PUBLISHED ON
THIS CHART.
OCT INTERNET USE: DEVICE PERSPECTIVE
2019 BASED ON ACTIVE INTERNET USER DATA, AND ACTIVE USE OF INTERNET-POWERED MOBILE SERVICES

TOTAL NUMBER INTERNET USERS AS TOTAL NUMBER MOBILE INTERNET USERS

OF ACTIVE A PERCENTAGE OF OF ACTIVE MOBILE AS A PERCENTAGE
INTERNET USERS TOTAL POPULATION INTERNET USERS OF TOTAL POPULATION

4.479 58% 4.070 53%

BILLION BILLION

SOURCES: ITU; GLOBALWEBINDEX; GSMA INTELLIGENCE; EUROSTAT; SOCIAL MEDIA PLATFORMS’ SELF-SERVICE ADVERTISING TOOLS; TRAI; BTRC; PTA; APJII. MOBILE SHARE DATA: EXTRAPOLATED
9 FROM GLOBALWEBINDEX (Q4 2018) AND DATA PUBLISHED BY THE WORLD’S LARGEST SOCIAL MEDIA PLATFORMS IN THEIR SELF-SERVICE ADVERTISING TOOLS.
 OCT WORLD’S MOST VISITED WEBSITES (SIMILARWEB)
2019 SIMILARWEB’S RANKING OF THE WORLD’S MOST VISITED WEBSITES, BASED ON TOTAL GLOBAL WEBSITE TRAFFIC

# WEBSITE TIME / VISIT PAGES / VISIT # WEBSITE TIME / VISIT PAGES / VISIT

01 GOOGLE.COM 10M 38S 8.45 11 PORNHUB.COM 9M 39S 7.87

02 YOUTUBE.COM 23M 08S 9.78 12 XNXX.COM 15M 22S 11.11

03 FACEBOOK.COM 11M 30S 10.55 13 LIVE.COM 8M 07S 8.46

04 BAIDU.COM 7M 39S 8.48 14 YAHOO.CO.JP 10M 23S 7.49

05 WIKIPEDIA.ORG 3M 48S 2.91 15 BIT.LY 0M 42S 1.18

06 TWITTER.COM 10M 04S 10.15 16 NETFLIX.COM 9M 58S 4.20

07 INSTAGRAM.COM 7M 14S 13.35 17 AMAZON.COM 6M 54S 8.50

08 YAHOO.COM 7M 31S 6.90 18 NAVER.COM 16M 30S 10.99

09 XVIDEOS.COM 12M 36S 9.61 19 VK.COM 17M 50S 23.20

10 YANDEX.RU 10M 50S 8.99 20 WHATSAPP.COM 2M 40S 1.90

SOURCE: SIMILARWEB (SEPTEMBER 2019). NOTE: ‘TIME PER VISIT’ FIGURES REPRESENT THE AVERAGE DURATION OF USERS’ VISITS, MEASURED IN MINUTES AND SECONDS.
14 ADVISORY: SOME WEBSITES FEATURED IN THIS RANKING MAY CONTAIN ADULT CONTENT. PLEASE USE CAUTION WHEN VISITING UNKNOWN WEBSITES.
 OCT WORLD’S MOST VISITED WEBSITES (ALEXA)
2019 ALEXA’S RANKING OF THE WORLD’S MOST VISITED WEBSITES, BASED ON THE NUMBER OF VISITORS AND TOTAL PAGE VIEWS

# WEBSITE TIME / DAY PAGES / VISIT # WEBSITE TIME / DAY PAGES / VISIT

01 GOOGLE.COM 11M 08S 14.24 11 LOGIN.TMALL.COM 5M 15S 1.00

02 YOUTUBE.COM 10M 16S 6.09 12 360.CN 3M 22S 3.91

03 BAIDU.COM 6M 26S 4.60 13 AMAZON.COM 9M 24S 9.06

04 TMALL.COM 6M 57S 2.90 14 JD.COM 3M 47S 4.54

05 QQ.COM 3M 35S 3.90 15 SINA.COM.CN 2M 57S 3.38

06 SOHU.COM 3M 47S 4.45 16 WEIBO.COM 3M 23S 3.79

07 FACEBOOK.COM 17M 32S 7.52 17 LIVE.COM 4M 43S 4.91

08 TAOBAO.COM 4M 56S 3.53 18 REDDIT.COM 8M 24S 5.99

09 WIKIPEDIA.ORG 3M 58S 3.02 19 PAGES.TMALL.COM 1M 17S 1.48

10 YAHOO.COM 4M 18S 4.31 20 VK.COM 8M 32S 4.30

SOURCE: ALEXA.COM (OCT 2019). NOTES: ‘ALEXA’ IS THE NAME OF AMAZON’S INSIGHTS ARM, AND DATA SHOWN HERE ARE NOT RESTRICTED TO ACTIVITIES ON ‘ALEXA’ VOICE-POWERED
15 PLATFORMS. ‘TIME / DAY’ FIGURES REPRESENT ALEXA’S ESTIMATES OF THE AVERAGE DAILY AMOUNT OF TIME THAT VISITORS SPEND ON THE SITE, ON DAYS THEY VISIT THE SITE, MEASURED IN
MINUTES AND SECONDS. ADVISORY: SOME WEBSITES FEATURED IN THIS RANKING MAY CONTAIN ADULT CONTENT. PLEASE USE CAUTION WHEN VISITING UNKNOWN WEBSITES.
 OCT ONLINE CONTENT ACTIVITIES
2019 PERCENTAGE OF INTERNET USERS WHO CONSUME EACH KIND OF CONTENT VIA THE INTERNET EACH MONTH [SURVEY BASED]

WATCH ONLINE WATCH USE MUSIC LISTEN TO ONLINE LISTEN TO

VIDEOS VLOGS STREAMING SERVICES RADIO STATIONS PODCASTS

global global
web web
index index

91% 51% 69% 47% 40%

21 SOURCE: GLOBALWEBINDEX (Q2 2019). FIGURES REPRESENT THE FINDINGS OF A BROAD GLOBAL SURVEY OF INTERNET USERS AGED 16 TO 64.
 OCT SOCIAL MEDIA OVERVIEW
2019 BASED ON MONTHLY ACTIVE USERS OF THE MOST ACTIVE SOCIAL MEDIA PLATFORMS IN EACH COUNTRY / TERRITORY
! CHANGES IN DATA PROVIDER METHODOLOGIES MEAN THAT DATA ON THIS SLIDE IS NOT DIRECTLY COMPARABLE TO DATA IN OUR PREVIOUS REPORTS

TOTAL NUMBER ACTIVE SOCIAL MEDIA TOTAL NUMBER OF ACTIVE ACTIVE MOBILE SOCIAL
OF ACTIVE SOCIAL USERS AS A PERCENTAGE SOCIAL USERS ACCESSING USERS AS A PERCENTAGE
MEDIA USERS OF TOTAL POPULATION VIA MOBILE DEVICES OF TOTAL POPULATION

3.725 48% 3.660 47%

BILLION BILLION

SOURCES: LATEST DATA PUBLISHED BY SOCIAL MEDIA PLATFORMS VIA INVESTOR EARNINGS ANNOUNCEMENTS AND IN SELF-SERVICE ADVERTISING TOOLS; ARAB SOCIAL MEDIA REPORT;
23 TECHRASA; NIKI AGHAEI; ROSE.RU; KEPIOS ANALYSIS (ALL TO OCTOBER 2019).
 OCT ACTIVE USERS OF TOP SOCIAL PLATFORMS
2019 BASED ON MONTHLY ACTIVE USERS, ACTIVE USER ACCOUNTS, OR UNIQUE MONTHLY VISITORS TO EACH PLATFORM, IN MILLIONS

FACEBOOK 2,414
YOUTUBE 2,000
WHATSAPP 1,600
FB MESSENGER* 1,300
WEIXIN / WECHAT 1,133
INSTAGRAM* 1,000
QQ 808
QZONE 554
DOUYIN / TIKTOK* 500
SINA WEIBO 486
REDDIT* 330
TWITTER 330
DATA UPDATED TO:
DOUBAN 320
20 OCTOBER 2019
SNAPCHAT** 314
LINKEDIN** 310
PINTEREST 300

SOURCES: KEPIOS ANALYSIS; LATEST COMPANY EARNINGS RELEASES, PRESS RELEASES OR MEDIA STATEMENTS; REPORTS IN REPUTABLE MEDIA (ALL TO OCT 2019). *ADVISORY: PLATFORMS
24 IDENTIFIED BY (*) HAVE NOT PUBLISHED UPDATED USER FIGURES IN THE PAST 12 MONTHS, SO FIGURES MAY BE LESS RELIABLE. **NOTES: THESE PLATFORMS DO NOT PUBLISH MAU DATA.
LINKEDIN FIGURE IS BASED ON MONTHLY UNIQUE WEBSITE VISITORS IN DEC 2018, VIA SIMILARWEB. SNAPCHAT FIGURE EXTRAPOLATED FROM DATA REPORTED IN TECHCRUNCH (JUN 2017).
 OCT SOCIAL MEDIA ADVERTISING AUDIENCES
2019 A COMPARISON OF THE TOTAL ADDRESSABLE ADVERTISING AUDIENCES* OF SELECTED SOCIAL MEDIA PLATFORMS
! CHANGES IN REPORTING METHODOLOGIES MEAN THAT DATA ON THIS SLIDE IS NOT DIRECTLY COMPARABLE TO DATA IN OUR PREVIOUS REPORTS

POTENTIAL REACH POTENTIAL REACH POTENTIAL REACH POTENTIAL REACH POTENTIAL REACH
OF ADVERTISING OF ADVERTISING OF ADVERTISING OF ADVERTISING OF ADVERTISING
ON FACEBOOK ON INSTAGRAM ON TWITTER ON SNAPCHAT ON LINKEDIN

1,932 879 260 360 653

MILLION MILLION MILLION MILLION MILLION
FEMALE: MALE: FEMALE: MALE: FEMALE: MALE: FEMALE: MALE: FEMALE: MALE:
43% 57% 51% 49% 34% 66% 61% 38% 43% 57%
SOURCE: EXTRAPOLATIONS OF DATA PUBLISHED IN EACH PLATFORM’S SELF-SERVICEE ADVERTISING TOOLS (OCTOBER 2019). *NOTE: FIGURES REPRESENT ADDRESSABLE ADVERTISING
25 AUDIENCES ONLY, AND MAY NOT REFLECT TOTAL ACTIVE USERS OR MEMBER BASES. ADVISORY: DIFFERENT PLATFORMS USE DIFFERENT DEFINITIONS AND METHODOLOGIES IN THEIR
REPORTING OF ADVERTISING AUDIENCES, SO FIGURES MAY NOT BE COMPARABLE ON A LIKE-FOR-LIKE BASIS.
 Do you have a wesbite or social media policy,
including a well-developed protocol for online forums
such as blogs, Facebook, Instagram and Twitter?
Metrics for isolated touchpoints

Websites Social media Direct mail Online branding tools

Total visits + percent new visits Quantitative Response rate Visits to site
Unique visitors Fans/followers Trade shows Amount of time on site
Time on site + bounce rate Shares Number of leads generated Reduction in production time
Search engine landing pages Likes Number of sales Increased adherence to
Key performance indicators Comments guidelines
Number of inquiries
Referral traffic from backlinks Traffic/visitors Less decision making time
Licensing
Average conversion rate Clicks/conversions More efficient ordering
Revenues
Order value + per-visit value Qualitative Number of transactions
Protecting assets
Visitor demographics + Engagement More compliance
frequency Product placement
Conversation quality Standards + guidelines
Visitor flow Reach
Fan loyalty More consistent marketing and
Page views by page Impressions communications
Insights/research value
Site search tracking Awareness Customer receives “one
Word of mouth
Keywords + bounce rate per company”
Brand reputation Public relations
landing page More efficient use of time
Influence Buzz
Visits + visitor engagement by Less decision making
Intellectual property Awareness
keyword Fewer corrections
Search engine impressions, Protecting assets Advertising
Reduction in legal costs
queries, clicks Preventing litigation Awareness
Adhering to compliance Conversion
THE FACT

Companies or organization all around the

world are beginning to develop compelling
ways of sharing the brand essence—from
road shows, to online branding tools and
guides, to special events. What was once a
standards and guidelines toolkit for creative
firms has evolved into a brand-building tool
for all employees or team.
THE PROCESS
> Initiate plan > Build groundwork > Launch project
Determine goals. Review status of assets and Conduct launch meeting.
Identify brand management standards. Develop:
problems and issues. Determine content approval Site architecture map and
Identify user groups and process. functionality.
profiles. Prioritize content and Project online workroom.
Identify stakeholders. functionality.
Timeline and preliminary
Create project team and Research development options: launch plan.
appoint leader. internal and external.
User groups and user lists.
Develop team roles, rules, and Develop preliminary budget Access and security plans.
protocol. and timeline.
Determine IT requirements and
Select site development hosting plan.
resource.
Identify brand assets and
cataloging scheme.
Define ROI measurements.
THE PROCESS
> Prepare content > Design and program
Determine author and status of Identify interface and
content. navigation style.
Set editorial style guidelines. Develop and approve site
Develop content update plan if interface.
needed. Initiate programming based on
Determine content file site map.
formatting and exchange Develop system functionality.
requirements.
Secure final approval of
content.
THE PROCESS

> Develop database > Prototype and test

Populate database with Core team reviews beta site.
content and assets. Users test beta site.
Program links and required Make modifications as
functions. necessary.
Edit content and design by core Approve site launch.
team.
THE PROCESS

> Launch > Monitor success

Finalize launch plan. Develop maintenance plan.
Create communications and Assign administrator.
buzz. Assess usage trends and user
Promote site launch. reports.
Appoint brand champions. Identify content updates and
Conduct special training process.
sessions. Integrate technology and
functional advances.
Assign budget for management
and upgrades.
Define and measure impact.
Communicate successes.
AS A MUST

Promotif
Persuasif
Informatif
Edukatif

IS ABOUT
STORY
TELLING
 Brand Awareness
RESULT Emphaty
Trust
Involve

Engagement Impression
Donation
Relationship Followers
Interactions Communication
Volunteer
Team Member
Facebook
Website
Website
Website
LinkedIn
 IS ABOUT
STORY
Medium TELLING
Hierarchy of visual design is important.
Meaningful
Content
Content Creation
- Graphic Design
- Photos
- Video
- Copywriting
UNICEF Instagram
UNICEF Instagram
Based on
Demography
Statistic
Infography &
Story telling
THANK YOU