Brand Building for Change in Your Community: For Teen Pregnancy Prevention Grantees Webinar

In this webinar, TPP program directors, program managers, and implementation staff experienced positive youth development brand-building in action. Participants learned how carefully crafted brands can position interventions for success and how to connect with audiences on deep, emotional levels to build brand loyalty and support program recruitment and retention. Participants discovered how to create branding guidelines that effectively communicate key messages with implementation staff, youth, and adults in their communities. Finally, participants left with a deeper appreciation for the magic of brands and the role all of us have in building them—and in changing the world.

Speaker(s):

• Nicholas Sufrinko, Creative Direction & Product Design Manager, Healthy Teen Network
• Allison Tomai Felsen, Communications Manager, Healthy Teen Network

Learning Objectives:

By the end of the webinar, participants will be able to:

1. Identify at least 3 benefits of powerful brands
2. Define and create an example of a brand persona
3. Select and combine 2 brand archetypes for a brand to embody
4. Explain how to identify characteristics of and craft brand guidelines for your program voice and style

Time: 1.5 hour

Certificate of Completion: Yes - available after completing the evaluation at the end of the recording

Video Chapters

• Introduction
• What Is Branding? (7:10)
• TPP Case Study (11:54)
• Personas (20:34)
• Archetypes (31:39)
• Voice, Style, & Values (39:50)
• Mood Boards (56:04)
• Brand Names (1:00:10)

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