Even though it is a critical part of building an organization, most non-profits do not understand the importance of developing a strong brand. In fact, most non-profit organizations don’t even understand exactly what a brand is or how it can help them. As a result, many non-profits continue to operate in a particular way, while the public continues to have misconceptions about their organization. A lack of clarity about or within an organization is typically caused by the absence of a core brand that is able to accurately connect with the intended audience.
A brand is like the personality of an organization. It is the sum of all experiences and it is the “gut feeling” that the public has about your organization. Non-profit organizations have an excellent opportunity to embed feelings into their audiences. The effectiveness of this feeling can ultimately differentiate your organization from your competition.
For most profit businesses the effectiveness of their brand depends on what they are trying to sell. Sometimes a story or personality is the core of the brand and sometimes the brand is based on cost leadership, or who it serves. Regardless of the type of business, a brand serves several social, emotional and functional needs.
When a person considers a non-profit’s brand, they generally make the connection to the organization’s cause. If a person does not care about the cause, they are not likely to give to it. This is why it is crucial that non-profits embed a gut feeling into their brand that encourages people to care.
To shape an effective brand, non-profits must consider the following:
- Value proposition
When a brand is able to effectively establish an emotional connection with people, it will stay in its audience’s minds. By nature, a non-profit organization has an advantage when creating powerful brands that people want to support.
It is extremely important that non-profit organizations understand the importance of proper branding and how their brand can connect them to a broader audience. This can make creating their brand an exciting and necessary endeavor.
Alter Impact has helped many non-profit organizations create effective brands. For more information about how we can help you with your non-profit, please contact us today.