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 primarily 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 became 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 are 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-profit's social media page can be re-posted by loyal adherents and shared with their friends. Such activities have the power of expanding a non-profit's support base since a wider audience is reached through the act of sharing.
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 cooperate with other organizations grants 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.
5). Reflects a Non-Profit's Identity
According to Nathalie Kylander & Christopher Stone (Spring 2012 Blogpost), a "brand symbols the identity of the organization, encapsulating its mission, values, and distinct activities". In essence, a thoughtfully planned and executed brand image will convey the ideals of a non-profit to its' constituents and the general public in an effective manner. It will assist in reflecting the unique value proposition of a non-profit while differentiating it from other entities.
Thus, its 'constituents and the general public will be in a position to familiarize themselves with the vision of the non-profit while keeping track of its' achievements. As a result, the process of nurturing relationships with supporters (such as volunteers) and sympathizers to its 'cause while entrenching its' position will be greatly improved.
It is essential for a non-profit to develop a compelling and consistent brand since it engenders trust amongst its 'audience, expands its' support base, increases its 'funding opportunities, facilitates its' ability to forge partnerships and reflects its identity.
References:
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
