Branding is often a concept that nonprofit executives shy away from. Some see it as a low priority because they think it will be too expensive. Others think a well-crafted brand will make them appear too sleek or flashy for a small-budget organization.
Yet during this time of intense competition for funding and support, branding helps public and private organizations stand out in the marketplace, build relationships, win loyalty, and inspire action.
Individuals, corporations, and foundations will support organizations that are recognizable and have differentiated themselves in meaningful ways. A solid brand strengthens name recognition, market position, and organizational trust.
But many organizations devote little time, energy, or money to developing and sustaining a solid brand because of budget restrictions—a mistake that could be more costly in the long run.
What is a Brand?
The American Marketing Association defines a brand as a “name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers.”
You could also describe a brand as a shortcut for external constituents to recognize your organization. Someone driving by a billboard at 60 miles per hour should get a glimpse of your logo, fonts, color scheme, and photo choice and be able to recognize your organization. Just consider recognizable brands such as the McDonald’s golden arches or the Nike swoosh.
A brand may start with a logo or overall “look” that defines an organization, but it is also carried out in brochure and website copy, talking points, and overall customer service.
Getting Started
Organize a brand workgroup. A brand should not be dictated by your marketing staff. Agency leaders, frontline staff, board members, and other constituents must also weigh in and have a sense of ownership of this project. This is a great way to engage potential supporters of your cause.
Assess your brand. Ask yourselves, “How does the community perceive us?” and “How do we want them to perceive us?” Consider conducting a survey of clients, colleague agencies, donors, board members, and staff to find out the answers to these questions.
Identify your brand values. What makes you different from other nonprofit organizations in your community? Make a list of three or four “points of differentiation.” Try to steer clear of words and phrases that other groups use, such as “best-kept secret” and “top quality.”
Update your logo/tagline and overall look, if necessary. Your overall look should reflect your brand values. Utilize an in-house graphics person, marketing firm, or graphics intern to help solidify this look by developing a new logo and design concept that can be carried across a variety of mediums.
Create a graphic standards manual. Regardless of whether you use a marketing firm, freelancer, or in-house graphic artist, the key is to keep all forms of communication consistent. Your brand appears on everything from brochures and fact sheets to e-mail signatures and fax forms. A graphic standards manual spells out exactly which fonts, colors, and graphics are approved and how to format regular communication materials such as reports, memos, and PowerPoint presentations. You might want to create electronic templates in Microsoft Word for staff to download as needed.
Host a brand/identity workshop for staff and board members. Once you have invested the time and energy into a new brand, train your key internal constituencies how to use it. This is a great way to get your staff and board members excited about your new look and to teach them the importance of using it. You can also train them on your “elevator speech” or other key talking points to help promote your brand internally and externally.
Update your website. You may not have the opportunity to print thousands of brochures and other publications right away. A website is one of the most cost-effective forms of communication—and one of the most widely used. Be sure to refresh your website as soon as you launch a new brand and keep the information current to help keep web traffic booming.
Roll out your print pieces as needed. Print publications don’t have to cost an arm and a leg. Keep designs to one or two colors, if that is consistent with your brand guidelines. Utilize white space and bullet points and keep copy short and to the point. You should also consider utilizing templates or “shells” for regular projects like fact sheets and newsletters. You can print thousands of shells, update the copy, and print small quantities at a time.
Create buzz about your new look. This is a great opportunity to touch base with your key soruppters. Distribute a letter (on your new letterhead) announcing your new logo and look or distribute an e-mail to promote your updated website. You could also distribute a press release announcing the features of your new website to the business section of your local newspaper.
Let it sink in. Now that you have a solid brand and new key messages in place, use them consistently. Don’t stray from your new graphic standards for at least five years to establish continuity among your external audiences. After being so entrenched in your new look, you might find yourself wanting to try something new, but it’s important to remember that others are just getting to know you and your new look.
Biggest Branding Blunders
Brands within brands. Some agencies have specific programs or services that are better known than the organization’s name. By branding these programs as stand-alone groups, you are compromising your overall brand and reputation. Make sure these pieces reflect your overall brand and include your logo along with the program name.
Clip art and bubble letters. When organizations lack graphic standards guides, many staff members and board members will create fliers or PowerPoint presentations that feature clip art and unusual fonts. These materials compromise your brand by making you blend in with everyone else.
Using up old materials. All nonprofit organizations are budget conscious, but using up old materials to avoid wasting them will confuse your audiences. Take the hit and recycle old materials once a new brand is in place.
Emily Harrison is director of communications for CWI Communications, a marketing firm based in Chicago that specializes in working with nonprofits. Since rolling out during the fall of 2006, CWI Communications has helped a variety of organizations with their branding and marketing needs, including several Alliance members. For example, CWI Communications serves as the marketing team for Alliance member Kids Hope United, Chicago.
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