Canva for Nonprofits: How to Manage Your Brand Using Canva

0:00

Hello and welcome to this webinar on how to manage your brand with Canva for Nonprofits.  We have a lot of amazing content to go through today. But, before we do that, I would just like to do a quick introduction. Just so that, you know who you're going to be spending the next 45 minutes of your time with, my name is Artur. I'm a designer. And I have eight years of experience working in the nonprofit sector. I have worked for the United Nations. I have worked for the World Economic Forum. And I have worked with a number of nonprofits all over the world, helping them with design, storytelling, and, in general, innovate, in that brand, through design. And, right now, I'm working as a design educator at Canva, and I'm sure most of you will be familiar with Canva, but just in case, some of you are not familiar with what Canva is, Canva, is your, one-stop design platform.

0:53

And, it's really, your go-to place for, to create pretty much anything that you want to design from your posters, Your banners, your reports, all the way to your social media presence, your presentation. Even videos. You can do all of this without ever leaving Canada. And we have a very simple but bold and ambitious mission, which is to empower everyone everywhere around the world to unlock that creativity and improve that design skills. And we also have a second part to our mission, which is to do the most good that We Can. And that means that we support nonprofits all over the world. And we're actually going to talk about this towards the end of the presentation. Because, if you're a nonprofit, you can have access to Canva Pro for nonprofits for free. And I'm going to be talking about that about how to apply for a Canva Pro for nonprofits for free, at the end of this presentation.

1:49

So, as I said, we have a lot of content to go through today. So this is a quick overview of today's agenda. If you ever have any questions at all about brand branding. Maybe you're going through a rebrand in your organization, or maybe you just, you know, you just want to wrap your head around. What your nonprofit branding strategy can do for your nonprofit, or maybe you work with designers, and you want to have, you know, you want to have some language to work with then for your nonprofit marketing strategy. You know, whatever the case may be. Today's session has something for you. So we're going to be looking at what a brand is in the first part of the presentation. Then we're going to go into the branding process. We can actually have a look at what actually means, what it means to create a brand. We're going to start with a strategy, and then we're going to go from strategy from Purpose, all the way to creating a visual identity.

2:42

And then we're going to be talking about how to apply that visual identity to everything that you do for your nonprofits. And then, thirdly, we're going to be going into Canva for nonprofits. And I'm going to show you how you can manage your brand with Canva Pro for Nonprofits, And then, of course, is myths that are already said at the very end. There's also going to be some time for Q&A so we can actually answer any questions that you may have on today's session. So, without further ado, let's get started, and let's start with the basics right. Today's session is all about branding. So the first question, of course, is, What is a brand? What do we mean when we talk about brands? So, Some of you, these are some of the options. Actually, I'd like to play a little game. I'd like to make this a little interactive. So these are four options that you have and I'd like to see, actually, if you drop your answer in the questions box, What do you think?

3:33

You know, off the top of your head, what would you say a brand is? Is it about your logo? Is it about your collateral? Is it about a tagline for your nonprofit? Is it about perception? What would you say your what would you say brand actually means?

3:51

I'd be curious to see what you guys are saying, all right.

3:55

Some people say in perception, some people are saying all of the above All right. All right. Well, thank you very much. I love this Olivia but that's great. Actually, you guys are all correct. Actually, a brand is first and foremost about per section, but it also has a very visual, very tangible aspect to it.

4:14

And we're going to cover all of this in today's session, So let's say let's just a few minutes, but I think you guys, I'll go quite quickly through this because you guys seem to be in the know already. You know? Myth number one, Most people think that you know, a brand is just a logo, and that branding is simply sticking your logo on everything that you do, but actually brand and branding is something much more abstract.

4:41

In a way, it's something much more intangible, and the best definition of branding that I generally use when I tried to explain more branding can do for your nonprofit, is this You know, brand is the gut feeling that people have when they hear your name. It's that kind of it's well, it's that gut reaction, that gut feeling, but but that people have when they hear your nonprofit's name and another myths surrounding brands and branding is that brand, and branding is just something that applies to big corporations. You know, you think Coca Cola, you think Starbucks, You think McDonald's, You think about these big names. But actually that's not true. Anything can actually have a brand and actually everything does have a brand. And I'd like to play another game with you just to keep, you know, keep this interactive. I'm actually going to mention three things and I'd like you to close your eyes, you know, just for just for a second and just focus on what pops into your head when I pronounce these three words.

5:43

Are you ready? OK, let's do this, Close your eyes and I'm going to start with the first foot.

5:48

The first word is Japan.

5:53

What pops into your head when you hear the book, Japan?

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If you want, you can also share some of that in the questions box.

6:01

I'd be curious to hear what your thoughts are, OK, Rebecca saying. Flag. Animate, finale very good cherry blossoms. Another flag sushi. All right, All right. Thank you so much, guys. All right. So you see the gut feeling the first thought that your mind goes to when you think of Japan. This is actually bought a brand is Let's continue with Mandela. What comes to mind if I say that what Nelson Mandela?

6:32

Let's see, Freedom. Freedom, Peace, Freedom, South Africa. Appetite, Very good. Very good advocate. These are all incredible answers. And all of these answers are actually, right? Because a brand is something that has to do with how you feel about something that we're going to actually come back to this point. A little bit later on. OK, let's do the third one and then we'll swiftly move on to the rest of the presentation. Red-cross. What comes to mind when I say Red Cross?

7:03

Help, helping people, safety, emergency famine, very good. Absolutely, absolutely, And that actually shows you how strong the Red Cross is. You're all saying very similar things. Right, So that actually means that the Red Cross has been able to establish a very solid brand for itself. And as you can see, none of these things are actually big corporations. You know, one is a country, one is a person, a political leader, and the third one is a, is an international organization, and all of these things can actually evoke feelings and associations in your, in your head. And so, what this game was about, was actually showing that a brand guideline is really about these four things.

7:46

How, it makes people feel, what people think, what people imagine. And also what people remember, from previous experiences, with you, with your brand. And this is what your brand is for people.

7:59

And in the words of Seth Godin, maybe some of you will know Seth Godin. he's a marketing expert, you know, well known, all around the world. And he basically put it in a much more eloquent way by saying that a brand is really the sum of all the expectations, All the memories, all the stories and relationships that, when taken together, account for why an individual decides to choose a specific product or a specific service, or a specific non-profit over another product, service, or non-profit.

8:31

And what does it actually mean to have a strong brand, Because people's perception, and what you say about your non-profit may actually be quite different, and that's when you have a brand problem. So, having a strong brand actually happens at the intersection of these two things. On the one hand, there's what you say about your non-profit. It's how you show up in the world, and then, the second thing is, how the audience or you audience feels about, you've got feeling that we've been talking about.

9:01

So, when these two things overlap, this is when you have a strong brand, and, the next question is, all right, we know what a brand is now, you know? We know it! but why is it important? Why is it important to have a strong brand? And, actually, there are six reasons why it's important to have a strong brand. The first one, is that a strong brand helps your nonprofit stand out and raise awareness. And we all live in the attention economy. Rural competing, whether we like it or not, whether we are aware of it or not, we're all competing for those eyeballs, you know. And right now, everything, you know, if you put yourself in the shoes of the people, are phones, smartphones, mean that we get all our messages in the same platforms, you know, from messages for my family and friends. All the way from messages from commercial companies as well as messages from nonprofits. So everything is crammed in its operating in the same space and having a strong brand really helps you stand out in that crowded environment.

10:06

Also, having a strong brand makes your communications clear and consistent, which is incredibly important because that, as well, helps you stand down.

10:16

But, having a strong brand is not just important externally for your audience. It also helps create internal consistency. You know, if you have staff, maybe your non-profit has offices, you know, in different countries, or in different cities, in the same country, maybe you work with volunteers, you work with contractors. And so, having a strong brand also helps you. And all the people that work with you for your non-profit represent your brand in the best possible way, and in a consistent way.

10:47

Also, having a strong brand makes a recognizable. And with recognize, the ability also comes credibility, right? By showing up consistently, time and time again, you develop a sense of trust, your audience starts trusting you and recognize you. And it's that trust that actually ultimately will get E, people support, and people's confidence in your ability to be credible and to deliver what you say you deliver for the communities that you serve. So, really, having a strong brand is fundamental. You know, it's probably one of the most important and one of the best investments that you can do for your non-profit. And if you don't believe this, then, you know, believe this piece of research by the Network for Good digital giving index, which basically said that having a branded donate page leads to six times more money and more donations than a non branded donate page. So, this is, I think, a really interesting figure that we should all bear in mind.

11:46

Alright, so, now that we know we're all reading from the same page when it comes to, you know, the importance of branding and what we mean when we talk about brands, The next question is: how do you actually create a brand?

11:59

And so, there are, essentially, three phases that we're going to cover in the next part of this, of this session. First of all, we're going to talk about having a brand strategy, and this is really a, almost like a profound process. You know, it's really about uncovering who you are As a nonprofit, you know, your purpose, what drives me. That's your brand strategy. Then once you have your brand strategy, then this is what you'd go into. The visual side of things, this is when you develop what we generally call and job in your brand identity. So this is you will look and feel. These are all those things, you know, that usually people associate with brands, you know, your logo, your colors, and we're going to talk about that in a second. And then thirdly, once you have your brand identity worked out, the next challenge or the next thing to do, is to apply that brand consistently. And so we're gonna be talking about these three phases in in a second, So let's start with Brand Strategy.

12:56

But before we do that, I would like this section to also really be hands-on and practical. I just don't want to be doing all the talking here. So you can go to this link where you can grab your free workbook.

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If you have already a subscription with Canva, you can just grab your workbook. If you don't have a Canva account, you're going to have to sign up to access the app, the material.

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But essentially, this workbook includes a series of exercises that are going to help you audit your brand. and really see, maybe, where your weaknesses are, or help you kind of think through your brand, if you're actually starting from scratch, and looking for somewhere to stop.

13:37

So, I'm gonna leave this slide on for another couple of seconds, just in case. You want to grab your workbook. And I think my center is also going to share it in the, in the, in the chat. Yes, it's already there, people can click on that link that I just posted into the questions box, and feel free to continue Arturo, Thanks. Fantastic. Thank you. Thank you so much Mozilla. All right. So let's go into the thick of brand strategy.

14:03

So essentially, a brand strategy has four main building blocks, It all starts with the way. It all starts with actually knowing who you are, why you exist, what purpose do you serve, and what's your story? You know, what is the story behind your non-profit? Why, are you doing what you do? What is the kind of feature, what is the kind of vision that you're trying to create day-by-day with your work? This is really the main core of your brand strategy.

14:35

Then after the why comes the hand.

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So, how are you unique? You know, how do you differentiate yourself from other non-profits that are operating in a similar space. And what makes it unique is probably going to be your values, the values that you live by, the values that you communicate, in whatever you do, and also your personality. Something that we do as designers when we work with non-profits, is we actually challenge non-profits to re think of themselves as people, You know, if your non-profit were a person, what will they be? How would you describe them? What are the words that you would use to describe them? And this actually can be a very, very fun workshop, a very fun exercise that really leads to great visual identities. And so you're actually going to find an exercise in the workbook, specifically about defining your values and your personality.

15:27

After the how comes the what. So, what is it that you actually do? You know, what is your product, what is your surface, what programs do you put into place for the communities that you serve? So this is really the nuts and bolts of what you do on a daily basis. And then there is the, right. So, the who is really about anybody that is somehow related to your non-profit. It can be your beneficiaries. You know, your target audience is the people that you're trying to move to action, your beneficiaries. It can also be other stakeholders that you may have to work with you and your non-profit, but also your competitors. You know, non-profits don't always think in terms of competition.

16:10

But as we were saying before, we're all competing for the same eyeballs and but competing with other non-profits are also competing with commercial brands. Also competing with friends and family, believe it or not, you know. So it's, it's helpful to just, you know, map it all out, and map out all the people that are somehow part of your ecosystem as a non-profit.

16:32

And I'd like to show you just to make this a little bit more tangible, an example of a non-profit that I think has really gotten that brand and that brand strategy, right. This is Macmillan Cancer Support. It's a very, famous, very well-known, charity in the UK. I think, if I'm not mistaken, that's been in existence since 19 11, and I think they, Really, they really got that. Why and how that works in that?

17:00

Right, and it's all here convinced in this one. Visual, you know, the why we exist, is to help everyone with cancer left life as fully as they can. So they really help cancer patients and anyone who is affected by cancer. So even the families and friends of people affected by cancer, to live that life as fully as they can. They provide all sorts of support, information, emotional support, financial support, to these people, And they have a set of values that really, they really live out across everything that they do, Empathy, proximity, resolution, inspiration, and empowerment. And we're going to have a look at how all these values and the stories, you know, and, and, and, and all these main building blocks, as it were of that brand strategy, then translate it into that visual identity.

17:56

So there you go, but let's talk about brand identity now.

17:59

So, what is a brand identity? Brand identity is nothing but the visual manifestation of your purpose. Your values, and your personality. So, once you've got your why, you're who you are, how, you know, what? you get out, then, obviously, you need to present yourself to the world somehow, and this is where your brand identity comes into play. So, what does this actually mean in practice? What makes up your brand identity? We've got, again, four main building blocks. These are your logo, Your fonts, your colors, and your visuals, and so we're gonna go now into a bit more detail about each and every one of these four blocks.

18:40

But first of all, I'd like to actually ask you a question. So, again, go to the questions box, and just off the top of your head, how strong do you think your brand identity is? If you were to put a number on it, you know, from 1 to 10, how strong do you think your your brand is?

19:00

All right. So, Jessica is very confident about the brand of, of her non-profit.

19:05

Then we've got a 4 or 5, a one, OK, So this webinar, hopefully, will help you in the workbook, will really help you, kind of think through your brand. Hopefully make some, some, some changes. All right? So it's really a fan mix, you know, of different numbers, OK? So hopefully the next session is really going to help you kind of thing. Can you weighs about what you can do to bring your brand identity up scratch and really make sure that it reflects those values, the mission, the purpose, you know, in the personality of your non-profit.

19:41

So let's go into the bisection, let's talk about your logo.

19:47

So logos come in all sorts of shapes and sizes, and just to make it simple, you know, designers love to use a lot of complicated words and jargon to talk about what they do. But just to make it very, very simple, we essentially have three types of logos. As it were. We have logos, this simply have some text that represents the name of your non-profit. Or your company. You know, Google is probably one of the most well-known what marks around the world, and they are very, very playful and creative kind of adapting and playing with that what, every single day.

20:23

But we also have other non-profits, for example, The Trust, or Mind, which is another UK based non-profit, that essentially use the name of our non-profit as there brand. And as you can see, already, the logo, these two logos, tell a whole story about what these non-profits do. The Water Trust clearly, you know, has an award, a message about water, and mind in a way, already translate that idea of, Hey, we can help you. If you're dealing with mental health problems, you know, If you're struggling with mental health, we can actually turn that confusion and that, and those problems, we can make it better. Right, and you can see that's clickable kind of transforming itself into enter the name of the nonprofit. So this is a wonderful example of how even something so small and something so simple. Like logo can actually tell the whole story a whole universe about your non-profit. And this is exactly what good branding is, about a good brand identity, But then you also have other examples. We can see Apple. We can see non key. We can see Starbucks so these brands more often than not renew, use just a symbol just ...

21:36

icon, you know, to represent that brand. And then we have more often than not, I think this is probably 80% of companies and nonprofits. There's usually a combination of text and symbol.

21:50

So we can see the WWF, Peace Corps, and Oxfam. And you can see, again, that even in these are the three examples.

21:59

You know, there's so much, in terms of messaging, in terms of purpose, in terms of mission, in terms of, well, these non-profit stanfill, just in, in, in the logos. You know, there's a whole story. And so the first question that I would ask, you know, in your non-profit, how is my go actually telling that story? How is my logo communicate in that purpose, that mission, that unique personality that I want my non-profit to be known for?

22:29

Something else that we should consider when talking about logos is having different collaborations, You know, we know that we need to use that goes across many different channels, many different platforms. And so, it's super important to make sure that our logo works well against different colors and different kinds of backgrounds. So, this is an example from Dropbox where you can see that the logo is used in different colors, You know, they play with the colors of the icon and the colors of the text to make sure that it works against multiple types of backgrounds and multiple clouds.

23:05

Then something else will say that, you know, a lot of companies, but also non-profits, I'm doing more and more, particularly now that everything has moved really to a digital space, is to make sure that you have different logo variations. In this gives you a lot of flexibility, particularly when you're creating digital product. Say for example, if you have an app, and you need to have that 1 by 1 ratio, you know that little square and you need to make sure that your Lego fits in that tiny little 1 by 1 square. Then this is where having different logo variations really, really helps, and you can see some example here. Some examples here from, from major brands.

23:44

So in the workbook, I'm not gonna go through these questions in great detail, but in the workbook, you can actually find some of these key questions. You know, that if you're going through a rebrand or And actually, if you're starting your non-profit brand from scratch, these are key questions that you need to ask. Obviously, festival: Do you have a logo? Secondly. Super crucial question. How does my logo actually express my brand strategy? How does Express who I am as a non-profit, and then of course, also will come logo. Is it? Is it just a symbol, is it? what do we actually want that flexibility of having both? Do we have different color version? Does that logo what, well, against different types of backgrounds? And also, does it well, and big sizes, but also its small sizes, potential products, Or do we actually need to have a couple of local variations to give ourselves that flexibility?

24:36

All right. So let's move on to the second building block of our brand identity, which is color. And just to make it very, very simple. The, the main message here is that as a non-profit, you know, your brand identity needs what we call a color palette, right? So this is a color scheme that is usually made up of 3, 3 types of colors. You've got your primary colors. And this could be one color, or maybe 2 or 3 colors. And these are usually the colors that you can also find in your, in your logo. Then you have a bunch of secondary colors which are used to complement your primary colors and this is where you basically have maybe six or maybe even 10 secondary colors, you know. And then you have a third category which is X and colors.

25:26

Now, these colors are usually they provide contrast. You know, you see, for example, in this color scheme, everything is very much about purple. And so, that yellow, even if it's used in small quantities, really helps you, helps your message them now. So, maybe if you have a shape that's yellow or a piece of text, that's yellow, It's gonna create a lot of contrast. And it's gonna stand out. It's going to help that information stand out in whatever it is that you're creating, whether it's a social media post or pool, or poster or what have you. And then on top of these three types of colors, you also need to account for all those, what we call neutral colors, so, things like your blacks, your grades, your whites. So also these colors, that should be part of your of your color scheme.

26:17

And then you go here, you can see, for example, while the color scheme for Starbucks is, so they have that, you know, iconic green, the, you know, with come to recognize that it, wherever we go. In most cities, you know, we can find the Starbucks, and, you know, just that green is just unmistakably, Starbucks. But then on top of that, you also have, like, different shades of green one is, like, the one is darkness. So they really complement that main, that primary, green, very well. And you also have an accent color, which in Starbucks case is just a slightly brighter green that they use. And then of course, they have a whole set of like, blacks and neutrals and Grays and whites and and, you know, neutral colors. That is, we.

26:58

That can be really, really important as well, for your brand. And something that is also very helpful to know, particularly if you work with, with designers, or, you know, we're going to talk about Canva for nonrpfits later,. So colors on the web marked essentially by what we call a hex code. And a hex code is nothing but a string of six. Digits, generally, letters or numbers, and those numbers really identify a specific color on the web. So, if you're creating your brand identity right now, it's super important for you to have your hex codes, or to work with the designer, to get those hex codes, and apply them consistently across everything that you do.

27:42

And you can see Starbucks does it very, very well. Whether it be, you know, the lead, the signage outside of their stores. Whether it be, you know, merchandise, whether it be posters, anything they do, really uses those colors massively. And that creates, you know, that recognize ability that we were talking about before that. Consistency, both internally and externally, that people then come to realize and appreciate.

28:09

So, there you go, here here are some questions you know for you to go through in your own time just to make sure that you've got your color palettes right. How do you express your brand personality? How many colors do you have? Do you have, you know, a differentiation between primary secondary X and colors and neutral colors as well and then how consistently your colors applied throughout your communications and your outputs?

28:39

So there you go. Now. Let's move on to the third part of our brand identity, which is all about typography and fonts.

28:46

So just to make it, again, very, very simple, there are essentially three different types of fonts, You know. Fonts come in all shapes, and sizes. You know, I have probably thousands of phones on my, on my laptop, which is a very design thing to do, But just to make it very, very simple, a fee fee, a non-profit. What you need to know is that there are essentially three categories, Serif fonts, So Sarah, phones, and display phones now. Serif fonts are essentially phones that have if you see, like those circles, you know, you have those tiny strokes, those tiny element, and, you know, at the end of the letter forms, and those are known as Sarah.

29:28

And they're usually very classic. You can find ... in old newspapers. You know, if you look at The New York Times or The Washington Post generally, newspapers really used serret phones a lot. They really have that classic, traditional feel to them.

29:44

Then you have ..., which basically means without seretse and as you can see, you know, pretty much the word says it all. These phones that don't come with those decorative elements at the end of the letter forms. And so, they are very legible, very readable, very easy on the, on the Army. And then a third category is display font. So this length onto really kind of creative phones, they really communicate a whole mood, a whole atmosphere, you know. So generally, when we do like, I don't know, birthday invites or horror movies, you know, and you can see those phones that basically look like blood, you know, those are very expressive fonts that communicate a mood and that known as Display Phones.

30:32

And you can see some examples here, a very well-known phones, you know ... sounds areas and display phones. So just at a glance you can definitely tell the serif fonts look much more traditional, much more elegant, some would say some satellite phones are very straight forward. You know the very, the rule about legibility and readability, so that very good you know for accessibility purposes as well and then display font, a very diverse. They come in all shapes and sizes and they and they really communicate you know, an entire an entire mood.

31:05

Something else about phones is the generally, what I would suggest you do for your non-profit, if you look at the phones right now, is to go for phones that come in families. And a font family is nothing but a set of bones that basically come in different weights. Say, for example, you have gatwick that you can see on this slide here. It comes in three different weights that comes in bold, regular light. And the bigger the font family, the more flexibility you have. So you see, for example, with Monsanto, you have six different and six different weights. And this is the type of phones that we should be looking for because we need different weights in order to create, contrast and hierarchy enough visual communications. So if you're rebranding, recreating your brand right now.

31:52

Always go for, you know, font families that have multiple font weights, and this is exactly what I was talking about. When we have, you know, when we're trying to put together a brand identity, it's super important to have a font hierarchy. So we wanna make sure that we make choices in terms of how headlines are gonna look. What a sub headings are going to look like. What I'm body copy is gonna look like, when I captions, are going to look like across different communications products. And so, by having, by using a font family, you really have all that flexibility to play with different weights, with different sizes, and so on, and so forth.

32:35

A font hierarchy can also include multiple phones. So, for example, we can have one specific phones for headings, you know, these parts of tests, those pieces of text that we want to make bold, because we want to get people's attention. And said, We may choose a specific phone book for headings, but then stick to the same font for, you know, all the rest about, about, about, about copy. And generally, a good, you know, sometimes, particularly with starting out as designers, will tend to go crazy, and we want to use, you know, five different boats, 10 different fonts.

33:07

But generally, in design, less is really more, It's helpful to really start. That's my suggestion for a lot of non-profits. It's really to stick to one font, one font, family, and really play with the different weights within that. Within that same font, family. Or at best, you know, use maybe one specific bond, maybe a display font for your headings. You know, if you're doing a marketing campaign, for example, you may want to use a specific for that. But really, less is more. You know, have be simple, but at the end of the day, make sure, at the same time, make sure that you have enough variety to create that differentiation, that hierarchy in the way you present your information.

33:47

So, there you go. If you go to the workbook, again, you can find all these different questions that are going to help you, you know, just audit your, your, your brand or make good typography choices.

34:01

So, that leads me to the fourth and last building block of our brand, which is all about images and visuals. And this includes anything from photography all the way to illustration, but also, iconography, you know, if you have icons for your website, etcetera. This is all part of the, the most visual aspect of your brand. And, it's really important to be intentional about the type of visuals that, that we use. Because visuals are an incredibly important part of, what makes you recognizable to people's eyes to what creates that gut feeling. I always say, yes, this looks unmistakably like that non-profit, And so it's really important to make those decisions upfront.

34:44

What type of type one type of photography do we want to go for? You know, do we wanna close ups? Do we want movie photography? Do we want bright photography? Do wanna play with specific filters and specific effects, and so on, and so forth. And the same goes for illustration is, you know, do we have a specific illustration styles that we'll want to develop and that we want to fly? And same thing for iconography, You know, sometimes when we're in a bit of a rush, it's very easy to just select, you know, random images, and stick them in and, and, and move forward, but actually, that dilutes your brand, over time.

35:20

So you really want to make sure that you're intentional about creating photography repositories and really use that same style, that same look and feel over and over in your communication. And so this is an example from my key, you know of course they have access to you know amazing photographers, amazing modules, so I know that it's an easy. It's an easy example to provide but I think it can be a very good source of inspiration because they are incredibly consistent in the way they shoot their, their, their photography. So you see it's always moody, there's always a lot of contrast, you know, between light and shadow. You have these very dynamic movement, you have these very dramatic poses and that really is a huge part of that brand. It's about that squish that movement. You know, that dynamic nature of the brand that they want to convey, even through their photography.

36:17

So these are a few questions again, the, you know you can go through in your own time to really make sure that your photography is communicating is expressing your nonprofit's brand. So what kind of content do you want you to focus to include? Is it more about maybe product? Is it more about lifestyle? Do you really want to show pictures of your community going about that lines? Is it more about nature? For example, if you work with, with you on sustainability with the Animal Welfare, is more about really close up portraits of people to get that storytelling across. So what kind of mood? Do you want to convey? How do you want people to feel up to let your photography? This is a very important questions and also is there a particular editing style that you want to go for a specific type of crop that you want your pictures to have over and over again. What kind of people do you want to be in your, in your photography.

37:12

Is there a dominant color that you want that you want to use for your photography. And last but not least as we said it's also very helpful to have a set of illustrations or a set of iconography, a set of icons that you can use over and over again.

37:28

And again we mentioned Macmillan Cancer support earlier on, is an example of a non-profit that has, has really done an amazing, an amazing job with getting that brand identity, right. So we were talking about the brand strategy. You know those values, that personality, that story, that Macmillan can support, has in the UK. And it's really great to see how then, all of our, all of that strategy then, translates into that brand identity. We can see for example that that logo is very organic. You know, you have this like very soft, rounded kind of shapes, and that really is about the mood. You know, the positive mood, the mood of that message of empowerment: enjoy that they want to communicate. You know, life continues, that can be full life, can be joyful even when you have hands.

38:19

This is a message that they want to convey and the logo really conveys that both through the shapes of the logo but also for the color you know, green is usually SOC ... with, with hope and with openness. And that message really continues with the fonts as well. They have their own fund, which is the one that they use for that logo. And they also help have Helvetica, Very sans serif font is.

38:43

We now know, very simple, very easy to read, and then this is also conveyed. Again, by the same color. They're very consistent in the way they use color, and we're going to have a look at some examples now. And also the imagery is always very consistent here. I've just used a couple of examples of that illustration style. It's very simple, very organic illustrations, but also very colorful, very joyful, and, and they've really are part and parcel of their brand and brand identity.

39:17

And there you go. Now, we're going to talk about exactly that. Now that we've got our brand identity, sorted out, you know, we know how we wanna look and feel, we know how we want to show up and present ourselves, How can we actually apply it?

39:32

Now, we know that we live in a very visual world right now, Communication is everywhere. It cuts across print, digital, but also experiential, you know, if you have events, if you organize, for example, fundraising events, as part of the work of your non-profit.

39:49

And so it's really important to think is all of this, as communications outputs, You know, these are all channels where it's important to show up consistently, and this is how Mcmillen does it.

40:03

You know, you can see from there, printed collateral from that print collateral that reports all the way to that website. All the way to you know that social media for nonprofits strategy or that much. You know, everything speaks the same length but you can definitely see the same typography, you can definitely see the same colors, You can see a very consistent type of photography. It's very much about people and people's faces, and capturing people's expressions, people's humanity. So, all of this really speaks the same visual language. It's really amazing how, how, how they worked on that branding.

40:39

And this also applies to their campaigns. You know, I always say the campaigns are a visual extension of your brand. Sometimes, you know, nonprofits like to switch things up and maybe create something completely different, you know, for a specific campaign. But actually that's something that I would caution against because you want people to connect your campaign to your big brand. You don't want to campaign to look like something completely different. You want your campaign to simply build on your brand and what is an extension of it. And here you can see this Braved the Shade campaign is a campaign the Macmillan have been running for a few years. Now I think they started in 20 15 and it's immediately recognizable you know even if you didn't have the Macmillan Cancer Support logo. By now you will actually recognize that this is this comes from Macmillan because of the colors, again, because at the fund, because of the illustrations.

41:36

Because at the photography, everything about that brand is incredibly cohesive.

41:42

So the question is, now, you know, now that we know all of this, about, about, you know, what a brand is. All the different things that you have to do to create a brand and to go from purpose, to identity. The key question is, how do you actually manage it? You know, and this is why Canva for nonprofits can really help you do that.

42:07

There you go. So, what I'd like to do is, I'd like to show you an example of a nonprofit, you know, a made up nonprofit called ocean org, and something that if you have a camera pro account, something that you can do in Canva is actually set up a brand kit. Now, at Brown Kid is essentially a repository where you can basically centralize all the building blocks of your brand identity. So, you can you can upload your logo in all its different variations of these different colors. You can upload your phones, You can upload your photos and imagery. You can upload your phones, and all the different stylings or the different weights and sizes that come with your fonts. And you can then simply apply it with just a couple of clicks to everything that you do in Canva. So, what I'd like to do is, I'd like to show you a quick video just to show you exactly how that works in Canva for nonprofits. It's really amazing just how you can do all of this with just a few clicks.

43:09

Make sure that you are sharing your Branding Handbook by creating a brand page link, grandkid.

43:17

Sorry, we're not seeing your screen. Do you want to share it?

43:21

Oh, maybe there's something. Can you say now? Yes, we can, Thank you. Let me see if there's a problem when I play the video. Let me, let me just try this.

43:34

The Best Way to Manage Your nonprofit Branding Handbook, It's like what I'm seeing is a website where you can give your kids a name.

43:44

Really, sorry about that. I think the video is working. Working. Working. OK, let's try that again.

43:53

I'll just shut up.

43:55

The best way to manage your nonprofit brand in Canva is by creating a brand kit.

44:00

On the homepage, click grandkid.

44:04

Give your kids a name.

44:08

Upload your logo in all its first.

44:12

Upload them all here, like this. Next, create a color palettes of your brand colors. For each column and this is a string of six inches that uniquely defined the only way.

44:26

Create as many parents as you need. Finally, select your official brand. And your brand fonts are not in the drop-down. Upload them into Canvas. And your brand keystone. Time to apply to you. Let's start with a template. In the first panel, click more and then. Notice your rankings here.

45:09

Pick your brain funds to apply them to existing, to make your color palette to shuffle through color combinations and have fun experiment with planning for you.

45:23

OK, I hope that worked.

45:25

This time worked perfectly.

45:28

Fantastic, so this is just a quick example of how you can easily create a brand kit in Canva, and then simply apply it with just a couple of clicks to everything that you do. So, a brand could really takes a lot of the guesswork out of creating branded assets. And, it's really amazing, amazing tool. But, obviously, there is so much more they can do in Canva for your nonprofit that, unfortunately, I don't have enough time for today, but you can essentially create folders, and stay organized, you know, particularly if you work on designing content with other members of your team. You can also create templates, and easily share them, both inside and outside of your nonprofit organization. You can work collaboratively with different people on the same documents. And also, something that we added recently, which is, you know, incredibly useful, if you're active on social media, is that you can schedule your posts and track your analytics from within Canva as well. And last but not least, you can also make videos.

46:26

You know, we all know that visual story telling is incredibly important for any non-rofit. And actually, this video that I just, you know, tried to play for you, I simply edited. I put it together in half an hour, I would say, in, in, in Canva.

46:41

So, this really shows you, hopefully, just how powerful Canva can be for your nonprofit.

46:48

And, once again, you know, I just want to share a few resources for you guys, I promise, that at the end of the presentation, I would share some materials so that you can keep learning about branding and about Canva. So first of all, of course, your workbook, if you're tuning in just now, and you want to, you know, do an audit of your brand, just go to this link and grab a copy of your workbook. It will work seamlessly if you already have a Canva account, whether it's a free canva account or pro account, if you're not signed up, or can they get, you will have to sign up in order to access the document.

47:26

And then, even more importantly, I have a really great message that I really want to share with all the non-profits that are here on this webinar today. And that is that, if you're a non-profit, a social impact organization, or health organization, you can actually apply for Canvas Pro completely for free. This is actually something that Canada does to support non-profit organizations and social impact organizations all around the world. So all you need to do is simply go to this link. And I believe Mozilla is also copy that link in the chat for you. Simply go to canva dot com slash non-profits, and on the website, you will find all the information that you need in order to apply the eligibility guidelines and also, the application form. And it really takes just a, you know, not even five minutes to, to apply. So, whether you're not on Canva whether you're on a free account, et cetera, really apply.

48:25

Now, for a Canva for nonprofits account, you can apply for yourself and up to 10 members with you, of your team.

48:33

And I think that's all I've got for you today. Thank you so much for sticking with me for these 45 minutes. I think we actually have some time, we ran actually over time. But if there are any questions, you know, any quick questions that I can, that I can answer. I'm happy to stay online for another five minutes and, and have a bit of a chat with you guys.

48:55

Awesome, so wonderful. I know you're gonna do questions, I'm gonna let you take it over with Marcela here. I'm just gonna let folks who are asking first of all, so many people are saying, this is super helpful, and thank you for hosting. And this is awesome. I can't agree more. We at charity, how to love Canada. We think it's awesome.

49:10

And second of all, I just want to let you know, I put in the chat box for you a link to our partners who are NonprofitLibrary. And they're doing a webinar that covers the free program for canva for non-profits completely, and guess who's gonna be there? Yeah, OK, so, I'll let you take it away and we've helped flag some of those questions for you. Feel free to help out parts out there as well.

49:34

OK, yeah, Marsala, if you have any, any questions for me, I'm happy to, to answer any questions. You want me to read them to you? We flag them for you.

49:46

Please, Yes, OK, so Jennifer asks, What's the best way to ensure your hex codes translate from online to print consistently?

49:55

Yes. Well, actually, you can. If you're using Canva for your nonprofit, you can actually, your hex codes is all you need. You can basically just order actually place an order directly within Canva. And what you can do is you can get a proof just to make sure that your colors match perfectly with, with, with your, with your, with the colors of your brand. So, it's actually really, really simple.

50:22

But, if you're also working with, you know, professional designers, they can also advise, you know, there is also Pantone codes, Pantone colors that, you know, match specific colors on the web. So, if you have those as well and you want to communicate them to your print partners that you print shops or whatever, you know, you can also do that, of course.

50:42

Thank you. Let's see, Laura Ann asks, There are a lot of webinars that say that using less professional photographs, et cetera. It's better. I'd like to get your thoughts on that. With regard to branding.

50:57

Yes, I mean, it, I could give you a long winded answer, but I think the long and short of it is that it really depends, It really. It really depends, again, on the brand strategy. You know, if your brand strategy is all about connecting, you know, that kind of visceral level in a really humane way. And you really want to show real pictures from maybe the communities that you're working with, then, obviously you don't need to hire, you know, fancy photographers and have a massive, you know, photography budgets. You know, it's obviously helpful to have somebody who knows how to take, you know, good photographs, but it ultimately, it's really a, a choice that depends on, on your own non-profit. On the structure that you have on the budget that you have, and also how you want to communicate, how you want to show up in the non-profit space, So of course. it's possible. Yeah and and definitely there's been a trend over the past few years of going from, you know, moving away from glossy pictures and glossy ...

51:56

to ..., indicate that, that, that humanity and that uniqueness of the human experience, so definitely you can do that.

52:04

Wonderful. Jennifer asks, how can I ensure the brand is consistent throughout all events, appeals, et cetera, with various themes and prefaces for each?

52:16

Yeah, so basically, what you can do, for example, I'm assuming that this question is about, you know, how you can do that in Canva,I mean, there are lots of ways in which you can do this. But if you're using camera, or if you're using Canva Pro and have access to the brand kit, you can basically create multiple grandkids. So if you have, like sub brands or if you have specific sub brands for specific events, for, specific, you know, partnerships and things like that, you can definitely create multiple sub brands, As I mentioned, as, well, you can create folders, and you can create templates.

52:48

So, by creating templates, you can basically share them with your team members, and, and you can share them externally as well, And that may, you can lock certain elements. For example, the logo or maybe some background elements that you have on your documents. And you can just make sure that people edit the bits that you need them to edit. So that is a very easy way to make sure that, you know, you're working collaboratively with a lot of people, with all the people that are involved in a workflow. But at the same time, you can ensure that, you know, the brand is applied consistently.

53:20

Great, thank you. Fernando asks, is it possible that other members of my team can see the photos that I have uploaded into Canva?

53:32

Well, yes and no, it depends. So, when you upload a photo on Canva, you, you have your elements, race or that photo will show up in your elements, it won't show up in your team members elements. I'm pretty, I'm 95% sure of that, because that's really something that you do in your account. But what you can do is you can basically create photo repositories. So, you can set up folders with key photographs that maybe you want to use for an event, or, for, for your brand, you know, for your communications outputs, whatever it may be. And, then, share them with the rest of the team, and everybody will have access to that photography.

54:09

Thanks.

54:10

Lauren asks, how do we best match up our branded with the fonts in Canva, sometimes they are not same, OK, so this is where, this is a very good question, thank you so much for asking. This is where having kind of approach really helps. Because with Canva Pro, you can actually unlock a lot of features that you don't have with a free, with a free plan. So Grandkid is, is one of them, which is incredibly important as we've seen. But also, with Canva Pro, you can basically upload fonts. So if you have your OTS, will TTF font files. You can basically, you can basically upload them in Canva, and it literally takes one click, and then you go, you have all your custom fonts ready to be applied as part of your brand.

55:01

So, it's really that simple.

55:03

Great. Thank you so much. Christine asks, Do you have any tips for small non-profits? when I work for is five people? Not everyone is full-time, so branding feels a little overwhelming through dope obviously.

55:18

Yeah. Of course, I mean, Branding is, I mean, this is just You know, I tried to condense. I am really sorry if it was a bit overwhelming, because I realize that, I've condensed you know, years and years work on branding, and just 45 minutes. Of course. It's, a, branding is a long, It's a long game. You know, It's not something that you can do, and in, in, in, in, you know, in a week, is definitely something that is part and parcel of the story of your non-profit. But, there's definitely a lot that you can do. We have tons of resources. For example, on our Canva school, if you Google Canva design school, you can find tons of courses on anything from graphic design, all, the way to branding presentations actually working on right now, On, a specific course, on how to use Canva for nonprofits, where I basically cover anything from making videos to create a social media post And. And.

56:11

there's really a lot of information out there, and I think probably that the design of it, Canva Design School website is a good place to start. If you don't have a lot of time, and you just want to, you know, you just want to up your design game quickly.

56:25

Think you friend asks, Is Canva ready for accessibility laws that are coming soon? I want a webinar, Sorry. I want a webinar that indicated Canva is not accessible. I want to, I guess, Schmitz say, I went to a webinar that indicated Canva is not accessible, friendly.

56:44

OK? Well, that would be actually really, we have a team that actually focuses on accessibility issues. And, as you can, as you can probably tell, you know, if you've been using Canva for work lately, you know the platform is constantly changing. I mean, it's incredible to think that camera HTTPS only been around for something like seven years. It's actually see new company, and we're constantly adding new features, but constantly working and updating and improving the platform. So, definitely, if you have any feedback, actually, about accessibility. It's not necessarily my forte. But if you have any specific feedback on things that you see lacking or missing, definitely, please get in touch because what, really, we really welcome that feedback in terms of how we can improve camber and make it truly inclusive. For everyone, we definitely do that.

57:33

With photography, we tried to make a photography ever more inclusive, and we're working with photographers from all around the world, to make sure that our database, for example, reflects diversity in an authentic in a respectful way. But there's definitely I'm sure a lot that can be done on the accessibility and usability front in the platform. So, please set share your feedback with us, but really, we're really welcoming.

57:57

Great, and I think we have just enough time for a couple more questions and then that's it. So, I ask in addition to using the brand kid, what tips can you share tweak team? Best organized material that quickly accumulates in a shared account?

58:14

Definitely folders. I mean, when I started using Canva, I wasn't using told as a tool. And, and, so, this really comes from, from, from a place of experience, you know, if you're working on a lot of materials with, a lot of team members, definitely, folders are your best friend. And you can also create, you know, within one folder, you can create sub folders, which is great. So, you can, this is really your best, your best ally if you are working with a lot of material and also templates, you know, templates are also great, because you can easily share templates with, with your team members, and they're not gonna, they're gonna, they're gonna be able to edit the template, but they're not gonna edit the source file. So, the source file, if you like, can stay with you, it's your source of truth, and, and, and, and that's the best way to also work.

59:07

For example, with external designers, you know if you have design contractors that you use from time to time.

59:15

We also have, as part of our teams, we have different access rights. So, you can be an administrator, you can be a team member, or you can be a template designer. And these all come with different things that you can or cannot do. And that really helps kind of structure and streamline your entire workflow, So, these would definitely be the two, the key things that I would, that I would recommend.

59:38

Thank you. And then, last question. Jennifer asks, Since you mentioned google analytics, what analytics are tracked? Does it connect to social media marketing channels as well as websites, newsletters, and translations from one to the other?

59:53

OK, well, so that's, I'm not sure I have the answer to all of these different, different parts of your questions, but definitely, you can track, you know, depending on the social media platform, you can basically track basic analytics, you know, like, impressions, and shares and likes, and things like that. And you can do all of that through the Content Planner, which is basically the calendar scheduling function that you find within Canva. I know that something new that has been introduced recently, is that you can also have multiple social media accounts. So for example, you can monitor multiple Facebook pages if you work for different nonprofits, or if your nonprofit has different Facebook accounts, for example. So, this is something that you can easily do do with Canva. But, again, as I said, we're constantly improving our features, so there's definitely more to come in that, in that in that space.

1:00:50

Thanks, Arturo. Thanks very much. That is, those are all the questions that we have. So, thank you so much for joining us today. Everyone just knows that the CharityHowTo webinar recording will be available for you by tomorrow morning in your charity How to Library. And also, make sure to take a look at the link that Kurt just posted into the questions box, to the place where you can register for a non-profit library. They are our partners, and they are doing a webinar with Arturo again, three days from now about the Canva Pro, how to Apply. If you're a non-profit, is eligible, eligible, or not. And make sure to click on that link. And I'm not sure if you want to say something else current, or it really fast. Yes?

1:01:34

Well, I will simply say, we loved the Charityhowto community. You are everything. And we appreciate you being here. And we really appreciate Autro from Canva for presenting today. It means a lot to us. So, thank you so much.  And I wish you all a wonderful rest of your day. And thank you for all your great comments.

1:01:51

Thank you so much, everyone. It's been a real pleasure. Thank you. A wonderful thing to have a great rest of your day, and please complete the survey that will pop up once we close the webinar because her comments will help us improve our content, it's an SMS, and it takes you no time to complete. Thanks. Bye. Bye!