Branding is a very integral part of marketing and has been mainly embraced in the profit sector. Many nonprofit organizations have underestimated the importance of branding. The truth is that we all cannot live without branding and even as individuals we are brands. Branding has a big influence on the success you get even as individuals and the same applies to nonprofit organizations. Branding has more influence on an organization than it has been perceived to be. First, it starts internally as everyone wants to be associated with a great brand and then spreads across. Some of the reason’s nonprofits should embrace branding includes:
The truth is that everyone would want to be associated with something nice and that also applies to organizations. Once an organization has done their branding right, it motivates the employees to give their best. That is one of the secrets that catholiccare has embraced. Employees will feel more accountable and they will feel they also carry the weight of the brand which will motivate them to give more than they would. That will help your organization to achieve more impact and increase in performance.
Creates donor trust
Most donors want to work with organizations that they feel they trust. Once your branding is done right, it will invoke feelings of trust in them which will make them want to work with you. It is easier to convince a donor when you have a stronger brand than when you don’t. One key thing about donors is that they do their research right to get all the necessary information and branding will help to create an impression that will determine whether they will work with you or not.
Makes it easy for people to understand you
There are many nonprofits and not all of them are clear. Branding is one of how you can make your mission, vision, goals and objectives clearer and that will make people want to associate with you.
One of the main issues of concern with nonprofits is transparency. Once your branding is done right, it shows that the organization is not hiding out anything. Some branding strategies such as nametags help employees to be accountable and that increases transparency. Once you have a brand, you will be obliged to work towards creating a certain brand image which in a way helps in increasing transparency.
Makes it easy to find the right stakeholders
Sometimes it may be hard to find the right stakeholders. Once everything is very clear, you tend to attract the right people which will make it much easier for you to achieve your goals and objectives. Once your mission, goals, and objectives are well outlined, it is easier to get people that align with that without much struggle.
There is no doubt that branding is not something that we can live without. It is however important that the branding is done strategically for it to have the intended impact in the organization.