For the uninitiated, the brand is identical to the image of a logo. However, the brand is much more than a logo. What is branding then? “Branding is giving products and services the power of a brand” (Kotler & Keller, 2015). From this definition, it can be clearly said that the brand is much more than a logo, a website or a brochure.
In times past, nonprofit organizations embraced the branding concept primarily for fundraising purposes. Today, the brand has evolved beyond fundraising purposes and offers the following benefits:
1). Build Trust
An effective brand strategy that communicates the impact of a non-profit job creators trust. By sharing their activities and progress, people become aware of the role the nonprofit organization plays in their community. With the trust earned, a non-profit organization can easily gain support for its causes.
two). Advocacy / Expanded Support Base
Once people become aware of the work of a nonprofit, it becomes easier for them to connect with your brand. Consequently, they not only become loyal supporters of the non-profit organization, but also become its advocates. This can serve the non-profit organization in many ways. For example, success stories shared on a nonprofit organization’s social media page can be republished by loyal supporters and shared with their friends. Such activities have the power to expand a nonprofit organization’s base of support as a broader audience is reached through the act of sharing.
3). Greater financing opportunities
A strong brand improves the success rate of a nonprofit organization’s funding effort. By creating a positive brand image, it becomes easier to interact favorably with funders and stakeholders alike.
4). Facilitates the formation of partners
A strong brand makes it easy for a nonprofit organization to forge meaningful partnerships. The ability to collaborate with other organizations enhances the ability of nonprofits to implement projects that are broader in scope/scope. This, in turn, creates a favorable perception of the nonprofit and influences its fundraising potential.
5). Reflects the identity of a non-profit organization
According to Nathalie Kylander and Christopher Stone (Spring 2012 Blogpost), a “brand embodies the organization’s identity, encapsulating its distinctive mission, values, and activities.” In essence, a carefully planned and executed brand image will effectively convey the ideals of a nonprofit organization to its constituents and the general public. It will help reflect a nonprofit organization’s unique value proposition while differentiating it from other entities.
Therefore, its members and the general public will be in a position to become familiar with the vision of the non-profit organization while keeping track of its achievements. As a result, the process of nurturing relationships with supporters (such as volunteers) and supporters of your cause while building your position will be greatly improved.
Developing a compelling and consistent brand is essential for a nonprofit organization, as it builds trust among their audience, broadens their support base, increases their funding opportunities, facilitates their ability to forge partnerships, and reflects their identity.
References:
Kotler & Keller: Marketing Management (2015), American Marketing Association (AMA)
Nathalie Kylander and Christopher Stone (Spring 2012). The role of the brand in the non-profit sector[Blogpost]. Retrieved from https://ssir.org/articles/entry/the_role_of_brand_in_the_nonprofit_sector#bio-footer