1. Making NAMI a Household Name Branding and Identity Tools for Grassroots Leaders

2. Branding and Identity Branding is the messaging work an organization does to encourage people to feel a certain way about their product, in NAMI’s case, what we do. Branding is not about getting your target market to choose you over the competition, but it is about getting your prospects to see you as the only one that provides a solution to their problem.

3. Branding and Identity (continued) Branding is the look, feel, sound, and experience Identity is the outward expression of the brand, including its name and visual appearance. The brand's identity is its fundamental means of recognition To become a household name, people have to recognize us, know us, trust us.

12. The Alliance for the Mentally Ill of Greater Chicago

16. Identity Guide: Tools and Templates Three audiences: States & Affiliates, National, & Professional Designers Logo Templates Colors Fonts Web and screen projects Specialty Graphics

18. Identity Guide: Style Guide Use of language, syntax and punctuation for people who produce NAMI publications in print and online Examples – –HelpLine, not Helpline –E-mail, not email, and othe hyphenations –Grading the States, not Grades the States –NAMI Massachusetts, not NAMI Mass, NAMI-MA, etc. –National Alliance on Mental Illness, not The Voice on Mental Illness

19. Grassroots Media/PR Tool Kit— Resources, Talking Points Key Messages, Guidance www.nami.org Search: PR Toolkit

20. Identity Guide: Language and Messages NAMI is… Mental Illness is…. NAMI members are… How do we talk about mental illness, what we do, and why we are of value to our communities.

21. Branding in practice We are NAMI ….. presentation

22. Grassroots ~ Families and Individuals for Families and Individuals Promoting hope, recovery, and a cure

23. NAMI Identity Guide www.nami.org/identity kgay@nami.org