"The image of your organization, whether in the for-profit or not-for-profit world, strongly influences how people respond to it. An image can take a long time to establish, and just as long to change or erase.
However, in our highly competitive marketplace, the organization seldom has years to act or react. Revenues and even survival hinge on your position in the marketplace relative to your competition, and that can change very quickly. When it does, you must make the right moves to reinforce your organization's identity - its "brand" - and solidify or shift its position. That is why branding for nonprofits is crucial in today's highly dynamic landscape.
It is easier to describe what a brand does rather than to define what it is, although it is certainly a great deal more than a logo or catch phrase. In the language of positioning, a brand is a tool for positioning a company, an organization, a program or a service in the marketplace relative to its competition, and based on its distinctive competency, as perceived by its constituents.
Branding in the contemporary sense also seeks to express that competency in a memorable and emotionally compelling way, evoking the essence of what the organization is, what it does and what it stands for. The intent is to create or reinforce a powerful bond with the organization or program, and many nonprofits have found this approach very effective.
For a nonprofit organization, a brand proclaims, or at least suggests: your identity (who you are); your mission and purpose (why you exist); your values (what you stand for); your competency (what you do best, and how you add value to people's lives); and your vision (what you hope to achieve, and what kind of world you aspire to create).
Branding for nonprofits brings numerous benefits. It makes your organization more visible and recognizable, thereby making you more competitive and therefore more viable. Branding focuses and clarifies what the organization is all about and what it isn't. It also builds pride, loyalty and a shared sense of purpose. Among all your constituencies, branding promotes trust, confidence and goodwill - the essential elements of authentic and enduring relationships. Last but not least, branding creates and sustains an emotional connection with like-minded people - those who really "get it."
It is important to note that a brand is communicated verbally and visually. Verbally, it is expressed though powerful and memorable messages that evoke what the organization is all about, what it does best and is most valued for. Ideally, among those who know your organization, your message should bring to mind positive personal experiences with it.
At the same time, the brand is expressed graphically through a distinctive, attractive, and evocative "look" or signature that reinforces and intensifies the verbal message. Music and numerous other devices can also help to create the total effect, or experience, that you seek to produce.
Although both for-profit and nonprofit organizations recognize, utilize and value the importance of branding, there are distinct differences. Many for-profit businesses use branding to establish or strengthen an identity for various product lines, as well as the company. Among their goals are to strengthen the company's image and reputation, improve its position in the marketplace, and maximize its profit. Most, but certainly not all businesses have greater financial resources to devote to branding than nonprofits generally do.
Nonprofits are more often concerned with changing the image of the entire organization, usually without changing its name. They may, however, also name or rename facilities or programs, often to honor donors and create a lasting legacy.
Nonprofits often use branding to improve their visibility, promote their services and reach new constituencies, including new donors. In addition to potential users of their services, nonprofits seek to attract and "cultivate" (build relationships with) donors, potential donors and volunteers. These individuals often grow much closer to the organizations they value than customers or even shareholders ever do to a business.
The branding process in the nonprofit arena is an investment that must be made to move forward. It assures that the perception of this organization is indeed a reflection of the current reality of the core mission, vision and competency. "