the Benefits of non-profit branding
To the uninitiated, branding is synonymous to the image of a logo. Yet, branding is much more than a logo. What then, is branding? "Branding is endowing products and services with the power of a brand” (Kotler & Keller, 2015) . One can clearly tell from this definition that branding is much more than a logo , a website or a brochure.
In times past, non-profits adopted the concept of branding mainly for fundraising purposes. Today, branding has evolved beyond fundraising purposes and offers the following benefits:
1). Builds Trust
An effective branding strategy that communicates the impact of a non-profits work engenders trust. By sharing its' activities and progress, people become aware of the role the non-profit plays in its' community. With the trust earned, a non-profit can easily garner support for its' causes.
2). Advocacy / Expanded Support Base
Once people become aware of a non-profits' work, it becomes easier for them to connect with its' brand. Consequently, they not only become loyal adherents of the non-profit but they also become its' advocates. This can serve the non-profit in many ways. For instance, success stories shared on a non-profits social media page can be re-posted by loyal adherents and shared with their friends. Such activities have the power of expanding a non-profits support base since a wider audience is reached.
3). Increased Funding Opportunities
A strong brand improves the rate of success of a non-profits' funding endeavors. By creating a positive brand image, it becomes easier to engage favorably with funders and stakeholders alike.
4). Facilitates Partnership Formation
A strong brand makes it easier for a non-profit to forge meaningful partnerships. The ability to collaborate with other organizations enhances a non-profits ability to implement projects that have a wider reach/scope. This in turn creates a favorable perception for the non-profit and influences its' fund raising potential.
It is important for a non-profit to develop a compelling and consistent brand since it engenders trust among its' audience, expands its' support base, increases its' funding opportunities and facilitates its' ability to forge partnerships.
By Sherita N. Brace
Kotler & Keller: Marketing Management (2015), American Marketing Association (AMA)
Nathalie Kylander & Christopher Stone (Spring 2012). The Role of Brand in the Non - Profit Sector[Blogpost].Retrieved from https://ssir.org/articles/entry/the_role_of_brand_in_the_nonprofit_sector#bio-footer