Non-Profits & the Branding Imperativeby Eric Brody

The face of every business is its brand. And the strength of your brand is a gauge of your future potential. Ultimately, the brand is the concept around which the relationship thrives or dies, not the business itself.

Branding within the non-profit sector is not always the priority it should be. First, I don't think the concept is fully appreciated. Branding is not a logo, a slogan, an ad campaign, a direct mailer or a PR effort. Rather, it's all of these things, and much more, that reinforce why you are the brand of choice for your members. And they take place every day  driven by an articulation of your brand's purpose, meaning and direction.

Second, non-profits sometimes say they don't have the financial and personnel resources to action a branding effort. But if this is true, choreographing the words, images and ideas that emanate from the organization take on even more importance. Because perceptions are always being formed either enhancing or detracting from your reputation and relationships. So better to drive than to simply be on the receiving end.

Third, branding is often talked about in terms of 'intangibles' that can't be measured. However, the value of the brand itself can be measured. And the value of your brands programs can be measured, both in terms of imagery and impact.

A strong non-profit brand makes it easier to attract funding and donations and to summon the passions of members, volunteers and organizational staff. It can also open the door to new cobranding, licensing and partnering opportunities. Here are some essential brand-building considerations:

Define your brand

As a starting point, answer these fundamental questions. Who are you? Who are you for? What are your passions and where do you excel? These answers will drive all of your conversations and actions.

Insure relevance

What you think is important may not be to members, volunteers and potential donors. So be sure what you think is meaningful really is. Talk to new members, old members and prospective members. One-on-one, in a group setting, in person or on the phone. But talk to them. Because they are your life line.

Know your competition

There are other organizations and associations that are viable, good intentioned and ready to accept members, volunteers and donations. So understand how your promises and programs compare. How your brand feels relative to theirs. How your membership profile compares. These answers will help insure that your building a brand worth member involvement and donor contributions.

Develop marketing and communications programs that flow out of your brand

As a non-profit, your words, images and actions are everything. Your members need to feel that your brand expression flows from your mission. That's what attracted them to you in the first place.

Make brand champions out of your professional staff

Your staff is the front line of the brand. They should understand, embrace and champion your brand agenda. Consider all the ways they touch members who, in turn, influence other prospective members, volunteers and donors. This multiplier effect is enormous. Training sessions, brand dialogues, brand voice books all help insure that your staff is "on brand."

Be patient.

Building a strong brand takes time. But it has its rewards. Member retention, new members, contributions, volunteerism, opening the door to new marketing opportunities all benefit from a brand that is true to its mission, relevant to its audiences and sets itself apart from other groups.

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