Photo by Anna Kolosyuk on Unsplash
3 min Read
June 20, 2019

A bilingual (Spanish/English) brandraising glossary

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Every organization uses different tools and systems to facilitate internal communications—and it’s no secret that strong internal communications can solidify the external expression of a nonprofit’s brand.

But what if your organization is bilingual? How do you ensure that your entire team has what they need to communicate with each other (and in turn, to your audiences) in a clear, consistent voice?

Designing and developing internal communications tools equitably will help you build an inclusive organizational culture where everyone can participate and align on your mission and messages.

We developed a Spanish/English glossary of terms that guide our approach to nonprofit branding as a tool to use internally at Big Duck and with our bilingual clients. We hope that you find this glossary useful and that it inspires you to make your nonprofit’s communications more equitable for everyone on your team.

What is Brandraising? Qué es Brandraising?

Brandraising is Big Duck’s approach to nonprofit branding.
Brandraising es el proceso que Big Duck usa para desarrollar marcas.

It starts with having internal clarity about the big ideas guiding your organization and intention about how you want to be perceived. The external expression of your brand—through communications assets such as visuals, messaging, and more—should reinforce who you are, where you’re going, and why.
El proceso empieza con un firme entendimiento sobre las ideas fundamentales que guían tu organización y la intención sobre cómo quieres ser percibido por tu público. La expresión externa de tu marca—a través de propiedades de comunicaciones como sistemas visuales, mensajes, y mas—debe reforzar quién eres, hacia dónde vas, y porqué.

Brandraising is a framework created by Big Duck and featured in the book “Brandraising” for building a distinctive, unified organizational voice online and offline that inspires people to connect with your mission, participate, and support your world-changing work.
Brandraising es el marco creado por Big Duck y destacado en el libro “Brandraising” para desarrollar una voz organizacional que es distinta y unida y que motiva a personas a unirse a tu mission, a participar, y apoyar tu digna lucha.

The brandraising model is a visual tool for seeing how all the elements of building a strong organizational voice fit together.
El modelo de brandraising es un instrumento visual que ilustra cómo los elementos que crean una voz organizacional fuerte encajan juntos.

What is brand strategy? Qué es una estrategia de marca?

A solid nonprofit brand strategy consists of two elements: positioning and personality.
La estrategia de marca consiste de dos elementos. El posicionamiento de marca y la personalidad.

Positioning: is the single idea you strive to establish in the minds of your target audiences.
Posicionamiento: es la idea que nos esforzamos por establecer en la mente de nuestro público objetivo. Es lo primero que deberían pensar cuando piensan en tu organización.

Personality: is your organization’s tone and style—the overarching feeling you want people to associate with your organization.
Personalidad: es nuestro estilo y tono de voz. Es el sentimiento general que queremos que las personas tengan sobre nosotros.

What is a logo? Qué es un logo?

A logo is a graphic that represents your organization.
El logo es el elemento gráfico que representa tu organización.

What is a tagline? Qué es un lema o slogan?

A tagline is a short phrase (typically 8 words or fewer) that introduces your organization.
Un lema o slogan es una frase corta (8 palabras o menos) que introduce tu organización. Usualmente es un elemento complementario a tu nombre.

What is an identity system? Qué es un sistema de identidad?

Your name, logo, tagline, visual toolkit, and brand architecture—work together to express your positioning and personality.
Tu nombre, logo, slogan, kit de elementos visuales, y tu arquitectura de marca—encajan para expresar tu posicionamiento y tu personalidad.

What is brand architecture? Qué es arquitectura de marca?

A strategy for organizing and expressing the relationships of your programs, events, initiatives, and master brand. It defines the roles and rules for sub-brands.
Es una estrategia para organizar y expresar las relaciones de tus programas, eventos, iniciativas, y marca dominante. Define la función y las reglas de tu sub-marcas.

What is a messaging platform? Qué es una plataforma de mensajes?

Your messaging platform is the written and spoken expression of your brand. It contains your vision, mission, and values statements, key messages, boilerplate, and elevator pitch.
Tu plataforma de mensajes es la expresión escrita y hablada de tu marca. Contiene tu visión, misión, declaración de valores, mensajes organizacionales, repetitivos, y tu discurso breve.