Nonprofit branding is every bit as important as branding in the for-profit world. In the private sector, strong brands benefit companies by allowing them to stay top-of-mind with their clients, to charge a premium and to command loyalty. Nonprofit brands can reap similar rewards if they build a strong brand. But here are some pitfalls to caution you as enter the process of nonprofit branding.
As a nonprofit organization, building your brand image is one of the most important steps to becoming sustainable. A brand is more than just a logo or an image. It is the way people think about you, recognize you, and understand what you are all about. In short, without a brand, it can be very difficult for anyone potential giver to engage your organization. Everything your organization does contributes to your nonprofit brand.
Successful Nonprofit Branding
Numerous factors go into building a brand that is recognizable. Of course, you will need to be the type of organization people want to be a part of by doing good business. Yet, there is more to it. The following are some of the most common myths associated with building such a brand image.
#1 – It’s All About the Logo
Yes, a logo does matter. In fact, every detail of it will play a role here. However, there is more to the process than just the logo. There are many terrific and successful organizations that have mediocre logos. Certainly, you should aim higher.
Any image you create for your brand should reflect the overall successes and goals of the organization. In short, it is best to improve the way your organization does business and its marketing methods prior to putting all of your money into creating a logo.
#2 – Your Name Must Link to Your Organization’s Cause
Although it is a good idea to provide some link in your brand’s name to the cause you are working with, this is not always necessary. If you can add a special appeal or unique story behind the organization’s founding, which may play better towards the goals you have of becoming well known. In fact, there are so many associations and centers out there that these get lost. Something truly unique in a name can make a big impression.
#3 – You Can Base All of Your Advertising Online
Online marketing will be a big component of your brand building, but that’s not all there is. People who want to give and be a part of your organization expect in-person, real-life interaction, too. This is more than just connecting online. To overcome this, host a special, signature event for your organization. It is also a good idea to have a spokesperson lined up for your organization as it helps to put a face to the name.
Overall, successful nonprofit branding comes from working with the right marketing team. It stems from building good rapport with those you are already working with, too. As a well-known brand, you can accomplish more because people know you and they are willing to contribute to your organization. Don’t become a victim of these myths of nonprofit branding. Instead, build your brand through authentic, transparent, and emotionally-engaging communication with your stakeholders.