Brands – the values, skills, and differentiators of your organization – become more important than ever.
The marketplace has changed. Our audiences will talk about us whether we like it or not.
It’s time that nonprofits join the conversation. Developing a brand is a proactive strategy. For example, a well-established brand can help your organization carve out a unique position for itself in the public mindset, preventing negative images of other organizations (e.g., United Way scandal) from spilling over to your nonprofit.
BENEFITS FOR YOUR CUSTOMERS
Your brand serves as a simple and effective vehicle to convey the benefits provided by the programs, goods, and services your organization offers.
Think Red Cross – the symbol and the tagline, “Together, we can save a life.” The Red Cross vigilantly reinforces its brand in every marketing vehicle with the inclusion of its logo and this tagline.
Click here to review the Red Cross branding campaign, as applied in print advertisements: http://www.redcross.org/press/psa.html#print
Your brand provides an assurance of quality and consistency.
HOWEVER, for a brand to provide these benefits, it must offer more than a recognizable name and image.
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