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Let's create a toolkit that opens up the knowledge and tools to empower social entrepreneurs to build the brand they deserve!
A toolkit that opens up the knowledge and tools you need to build your brand and change the world. Now available as a digital publication.
A toolkit that opens up the knowledge and tools you need to build your brand and change the world. Now available as a digital publication.
271 backers pledged €35,502 to help bring this project to life.

About this project

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Branding Toolkit for Changemakers

€35,502

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We are witnessing the rise of a new generation of social entrepreneurs across the world, who are building businesses with positive social and/or environmental impact, seeking to create a better future for all of us. For these businesses to reach their true potential, they need to communicate clearly who they are, what they do, and why that matters. They need to know who their audiences are and how they can create strong relationships with them – and this is where branding comes in. Yet these social businesses often don’t have the knowledge to create a strong brand, or the funds to hire professional brand agencies. The Brandling wants to see a world where a family starting a lemonade factory in Sierra Leone has access to as much knowledge on the branding process as a company like Coca Cola. That is why we are creating a toolkit that provides change makers with the knowledge and tools they need to build their brand. And we need your support to make it happen!

Who it’s for

The Branding Toolkit is developed for the needs of: 

  • social enterprises / b-corporations
  • small businesses 
  • the creative sector
  • NGO's and charities
  • startups and existing organizations
  • in sectors as diverse as tech, food, education, fashion, business services or women's rights.

The toolkit content

  • The Anatomy of a Brand: the parts that make up a brand, what they help you do and how you define them. 
  • The Branding Process: where you start, what the process looks like and how you can guide it over time. 
  • Essays from brand experts: what you need to know about protecting your brand legally, naming, messaging, setting a budget, and more. 
  • Case studies of successful change making brands from across the world such as Sanergy, Solar City, Sugru and Tony Chocolonely.
  • Over 20 tools and exercises that help you design your own brand strategy including the Brand Thinking Canvas, the Mission Statement Composer, the Values Game, Persona Template, Creative Agency Briefing Template, and more.

The story of the toolkit

As a brand developer and founder of The Brandling, I collaborate with change makers all over the world, from Tunis, Lusaka, Boston, Donegal, Amsterdam, to Riyadh and Nairobi. I develop custom made brands and use self designed tools to co-create brand strategies on location in workshop settings.

Wherever I go, social entrepreneurs rate branding as crucial to their success: as a tool to attract investment, clients or partners, stand out from the competition, attract better talent for their team, and create enthusiastic and loyal fans of their venture. Yet they rate their own brand capabilities as low. Lack of knowledge, budget to hire professionals or access to high quality resources, holds them back. They have a lot of questions, and the process feels daunting. 

Working with the Brand Thinking Canvas: one of the core tools in the toolkit
Working with the Brand Thinking Canvas: one of the core tools in the toolkit

I realised there is a real need for accessible, expert knowledge and skills around branding. Working one on one with people is just a drop in the bucket. So I asked myself: how can we empower change makers to create stronger brands for themselves? I came up with the concept of a toolkit: a digital publication that offers high quality, comprehensive, and practical branding knowledge and the tools to help social entrepreneurs apply that knowledge to their own organisation. A toolkit is a financially and logistically efficient way to build the branding capabilities that change making entrepreneurs need. 

Beta-version testing 

Beta-version testing at Amani Institute in Nairobi
Beta-version testing at Amani Institute in Nairobi

To test if a toolkit is the right format for transferring knowledge and building skills, I developed a beta-version of the toolkit, with 132 pages of content, and 15 different tools. I tested it with 35 ambitious participants of a Social Innovation Management Course at the Amani Institute in Nairobi. Brand thinking skills are crucial to help them articulate their mission, the value of what they offer and get the audiences and support they need. It was a pleasure to see how quickly the participants picked up on the tools and used them to hone the presentation of their change making concepts.

How we will use the funds 

Our beta version is at 60% of what we would truly want to build. Armed with lots of feedback, we are ready to supplement and strengthen the beta version into a full grown Branding Toolkit. With your support we will be able to do more research, develop more content and case studies, conduct interviews, develop and test additional tools, and get the best brand experts as guest authors to share their expertise in naming, legal aspects, messaging and more. We’re bringing in a proofreader and a designer to make sure it's an easy to read, functional and attractive document. 

When we raise more than our goal 

1) More money means more time to create great case studies
2) More money means we can donate toolkits to social entrepreneurs in low income countries 
3) We want to make the toolkit available in other world languages, such as Spanish, Arabic or Hindi. Additional funding could help us make this possible. Thank you for helping us make this a truly global movement! 

This is just the beginning 

With strong brands, change making entrepreneurs can reach more customers, become more financially sustainable, and create more shared value. This toolkit is a first step on our bigger quest to level the playing field between companies that create shared value for their workers, communities and the natural world, and companies who’s value only accrues to shareholders. Watch our TED talk to learn more about our mission. When shared value business becomes the norm, we all benefit. Thank you for being part of our journey!   

Risks and challenges

We have been involved in many editorial projects in the past, writing for online and print media on design and creativity, and designing annual reports, books and catalogues. Our experience teaches us that on time delivery can be challenged by the 'waterfall process'. First, all content must be ready to go into the editing or translation process, then we need the final edit in order to start the design process, then we need a finished design in order to go to pre-press and production of the limited edition printed toolkit. When one of these steps is delayed, this often translates to the entire process.

Fair payment of all the contributors gives us the ability to also demand a professional process of adhering to deadlines. We've enlisted 70% of our team in advance and have already set timelines and budgets with them.

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Support this project

  1. Select this reward

    Pledge €8 or more About $9

    A postcard with a personal thank you message from my next project location – whether it's Riyadh, Lusaka or Washington.

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    Pledge €20 or more About $22

    The two core tools of the toolkit: the Brand Thinking Canvas part 1 (who are you?) and 2 (who is your audience?) as digital downloads.These two tools help you frame who you are, what you do and why it matters, who needs to know and how they will find out.

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    Pledge €30 or more About $34

    The crowd funders edition toolkit as a digital download. Offers the introduction to branding, the anatomy of a brand, the brand building process, over 15 tools to help build your own brand, and inspiring case studies and tips from social entrepreneurs who have successfully built their brand.

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  4. Select this reward

    Pledge €75 or more About $84

    A limited edition, beautifully printed toolkit, with your name on the thank you list inside! Printed by an expert printer using environmentally friendly papers. Offers the introduction to branding, the anatomy of a brand, the brand building process, over 15 tools to help build your own brand, and inspiring case studies and tips from social entrepreneurs who have successfully built their brand.

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  5. Select this reward

    Pledge €100 or more About $112

    The full package: the limited edition printed toolkit (75€) + the digital edition toolkit (30€) + the two core tools as separate digital files (20€) for one package deal!

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  6. Select this reward

    Pledge €150 or more About $168

    One hour of online brand consultancy, for yourself or your organisation, or as a gift to a person or business you want to support.

    Ask the brand questions you always wanted to ask but never got around to! Together we dive into your brand challenge, brainstorm and discuss options. We'll also add you to the thank you list inside the toolkit!

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    Pledge €525 or more About $587

    Brand Strategy Workshop (compact)*

    For yourself or your organisation, or as a gift to a person or business you want to support.

    > 1hr intake session to discuss your goals and challenges
    > 2.5hr workshop session to define who you are, what you do and why it matters, who needs to know and how they will find out

    We'll add a big thank you for your support inside the toolkit!

    * on location in The Netherlands or Nairobi. For other locations around the world, please note this reward excludes travel and accommodation cost. Date and location of delivery to be discussed depending on your needs and subject to our availability.

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    Reward no longer available 4 backers
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    Pledge €1,000 or more About $1,118

    Brand Strategy Workshop*

    For yourself, or as a gift to a person or business you want to support.

    > 1hr intake session
    > 2.5hr workshop session to set your goals and how branding can support them, and define who you are, what you do and why it matters
    > 2.5hr workshop session to map out your audiences, what their needs are, what you offer, and how you can reach them
    > 1hr follow up talk 90 days afterwards to discuss progression.

    We'll add a big thank you for your support inside the toolkit!

    * on location in The Netherlands or Nairobi. For other locations around the world, please note this reward excludes travel and accommodation cost. Date and location of delivery to be discussed depending on your needs and subject to our availability.

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    Reward no longer available 2 backers
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    Pledge €1,250 or more About $1,398

    Become a supporter of the global movement of innovative, disruptive and sustainable businesses! We place the five available supporter logos on one dedicated sponsor page in the book with a short description of your choice of your commitment to social and environmental progress. You also receive a license to share the toolkit with your internal team (max. 20 people).

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    Pledge €1,500 or more About $1,677

    Two day Branding Masterclass* for change making entrepreneurs, educational institutes, or not-for-profits.

    For yourself or your organisation, or as a gift to a person or business you want to support.

    We work with you and your team to build brand capability, using a strong, condensed program, and offering practical tools that they can continue building the brand with, beyond the masterclass.

    We'll also add a big thank you for your support inside the toolkit!

    * on location in The Netherlands or Nairobi. For other locations around the world, please note this reward excludes travel and accommodation cost. Date and location of delivery to be discussed depending on your needs and subject to our availability.

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    Pledge €3,000 or more About $3,355

    Three day custom designed Branding Masterclass* tailored to your brand challenge, for change making entrepreneurs, educational institutes, or not-for-profits.

    For yourself or your organisation, or as a gift to a person or business you want to support.

    We develop a custom made program around your brand challenge or learning goals.

    We'll also add a big thank you for your support inside the toolkit!

    * on location in The Netherlands or Nairobi. For other locations around the world, please note this reward excludes travel and accommodation cost. Date and location of delivery to be discussed depending on your needs and subject to our availability.

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    Reward no longer available 1 backer
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    Pledge €5,000 or more About $5,591

    One week Custom Brand Development in sprint*

    Co-creating the brand strategy, developing a visual identity and delivering a brand starter kit that provides you with the documents you need to get started. For more information about the process, feel free to contact us for questions before you commit to this reward.

    We'll also add a big thank you for your support inside the toolkit!

    * on location in The Netherlands or Nairobi. For other locations around the world, please note this reward excludes travel and accommodation cost. Date and location of delivery to be discussed depending on your needs and subject to our availability.

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Funding period

- (27 days)