Nonprofits: The Importance of Branding

I’ve taught a graduate Resource Development class for Eastern University on writing grant proposals. It is a hybrid 1-credit course that required 1-all day class at a location and several online classes. The last online class was about the importance of branding for nonprofits.

Small and medium size nonprofits continue to be behind the curve with branding. Many think that it branding is simply the logo. Branding is the emotional bond your organization has with your audience and the tools you use to communicate to them. It also involves a visual brand identity system (logo, website, etc) but effective branding always starts with the clarity of the organization’s direction.

An organization with strong vision, mission, goals, objectives, etc. and a weak visual brand identity appears amateurish. This suggests you are not ready for prime time.

An organization with weak vision, mission, goals, objectives, etc. and a strong visual brand identity appears as all style and no substance. This suggests that you will overpromise and underdeliver.

A. Mission/Vision Alignment

• Research, internal and external interviews to determine audience(s) and direction
• Present visual identity and messaging evaluation
• Creative Brief detailing adjusted/new direction

B. Visual Identity

• Name/Logo (logo, logotype, etc)
• Applications (letterhead, bus. card, website, etc)
• Brand guidelines (logo usage, color usage, etc)

C. Messaging

The words you use with your logo bring it alive, make it tangible and memorable for your audience.
1. Taglines: short 2-6 words
2. Vision, Mission and Value Statements
3. Key Messages: 3-4 bullet points
4. Elevator Pitch: 10 seconds or less
5. Lexicon: A list of emotional words that simplify the message
6. Specific content (print, digital and multimedia)

D. Marketing Channels

• Print
• Display
• Online/Digital
• Social Media

Which channels are appropriate for your audience?

E. Social Media Chart: Look at how much each age group spends time on social media

You can view more information with this chart at pewinternet.org

If you want a free 30 minute branding consultation, click here.