A good nonprofit brand means a clear-cut and consistent nonprofit brand experience. Whether you’ve been part of determining your organization’s brand or not, each nonprofit does have a brand – or at least the elements of a brand – and every employee plays a part in further establishing that brand.
Elements of a brand include a name, logo and maybe even a catchy tagline. But each brand is more than just a name and logo. It’s a personality, feeling and experience that someone has every time they come into contact with your brand. The question is whether or not your branding elements go a step deeper and if they are a priority on a day-to-day basis.
Consistency is one of the most important aspects of a good brand, nonprofit or not. For example, as Farra Trompeter, Vice President of Big Duck, puts it in this episode of the Hubcast, your experience ordering coffee at Starbucks doesn’t change whether you’re ordering in San Fransisco, California or Lincoln, Nebraska. Their product marketing, interior design and staff uniforms in each store all stay the same.
This means your website, logos, colors, blog posts, social media updates and even the appeals you write should stay consistent with your nonprofit brand. Chances are, if you’re a registered 501(c)(3), you already have a brand identity to some degree. Now it’s time to take that brand identity, sand down the rough edges and slap on a fresh coat of paint.
Farra and Randy will break down where the brand fits in with the strategic plan, how marketing works together with your overall brand, what branding has to do with your fundraising goals, and what you can do today to review and perfect the execution of your nonprofit brand.
Join us on February 8 with Farra Trompeter for Brand Architecture: Rethinking How You Connect the Dots Between Your Nonprofit’s Brand and Programs, a free webinar where you’ll learn to help different audiences recognize and understand your work, improve the overall awareness of your brand and more.