Yes! Your Nonprofit Has a Brand!

We all know corporate organizations have brands that change over time to make them appear more attractive to their customers. Take Coca Cola for example. Over the years, their branding has changed to encompass new products, show growth, to create a stir and keep them relevant to different generations of consumers. Nonprofit organizations have brands as well, and they are just as important for the same reasons as for-profit corporations. Your brand is what your community partners see first and relate to before relationship building even begins. It is made up of your mission and values and is shown in your logo, mission statement, and all of your marketing endeavors. What does your brand communicate about your organization? Does it effectively represent your programming, outreach, vision, and beliefs?

The launch of your brand is important, but even more so is evaluating it over time and finding new ways to give it impact. Does your organization and programming change over time? Then so does your brand! The general rule for small nonprofit organizations is to review your branding every three to five years, with larger nonprofits doing it every year. The addition of new programs, the phasing out of programs that are no longer effective as well as the growth of your community outreach and impact should be manifested in your branding. You want to portray to your community partners and have them note progressive change and growth and create awareness that your organization is not stagnant. Things to keep in mind when reviewing your brand:

• Your organization’s brand should give your audience a quick rundown of who you are, what you do, and your impact.
• Your reputation and public perception is formed out of your brand and updating it tells your supporters and the community you serve that your reputation matters.
• Your branding should be unique to your organization. It differentiates you from other organizations.
• Demographics change and your brand needs to stay relevant and compelling over time.

Your brand should communicate hope, change, impact, and involvement. If you would like an outside opinion, coaching, and guidance in how to make your brand as effective as possible, please do not hesitate to contact us. Your brand reflects your reputation not only to the community being served, but also to your donors and the media. Let us help you make an impact.