3 Tips on Building a Strong Nonprofit Brand

“If people like you, they will listen to you, but if they trust you, they will do business with you.”

- Zig Ziglar.

Branding is an essential element of any organization,?whether for profit. How an organization is experienced by outsiders; what customers have to say about their products or services; the impressions that are subtle and deliberately curated to ensure that such an organization stays preferred in the market…?this is what branding entails.

A nonprofit does not offer products or services for gain. However, it does?not dismiss the need for investment?in branding activities. Nonprofits exist to serve. How they put together components to deliver this service not only allows them to control?public perception. It?provides a differentiation edge over counterparts. Branding allows a nonprofit to create loyal relationships; build credibility, create value, as well as attract suitable talents.

Here are?the top 3??tips on how nonprofits can build brands.

Have clearly defined objectives:?The core of a nonprofit should be its mission and vision.?What is the reason for your being??What needs?do you exist to meet? How do you intend to meet them? What are your values? What is your story? The answers to these questions should be simple and clear because it is the foundation upon which a formidable relationship is formed, not only with external parties but with internal stakeholders. It helps your nonprofit stay?well-positioned?to create branding activities that communicate the good work that you do. Establish brand guidelines which should contain sets of rules, standards, and instructions on how your nonprofit should be represented. This helps to create uniformity of application.

Know Your Audience: To establish an impressive brand, you must know your target audience.?Your target audience is?the people you serve and the donors who contribute their time and resources to make this service possible.?It is important to note that these?sets of people have different needs.?To?consistently seek to?understand their dynamic needs, leverage on collecting sample data, and make use of focus groups.?This empowers you to?curate specific messaging relevant?to them, which in return will?advance the brand image and also?ensure that you create sustainable?services.

Stay Positioned: Now that we know our objectives and the people whose attention we need, we need to be visible. You can start with having a brand identity, defining logos, images, typography, including other visual elements that make your nonprofit easily recognizable. Build brand awareness by consistently sharing memorable content that tells your story and or expertise using appropriate social media platforms. Aim to curate authentic and relatable content with the goal of driving engagements using usually reflected?in likes, comments, shares, tags, or mentions.?Collaborate with other nonprofits within your sphere, complimentary of it or even with private businesses. Co-branding partnerships, although dicey when done well, can be a strategic opportunity to scale, reach new audiences, and reduce marketing costs.

By determining its purpose, knowing its audience, and getting involved in activities that make it visible, nonprofits can reap the compounding returns of deliberate brand-building efforts.