Nonprofit organizations are more sophisticated about cutting through the media clutter and positioning themselves to be heard by potential donors. Even small nonprofits recognize the need for a strong, recognizable brand that can be heard above the din.
Here’s a quick guide to the four basics of building and maintaining nonprofit brand equity.
PRODUCE: Define Your Identity
Whether you are a new nonprofit or a mature organization trying to keep up with the competition, you’ll need to define what your organization stands for, craft your messages so they resonate with your audiences, and design your logo/visual identity so that your organization stands out,
PROJECT: Communicate Your Value
Get the word out about your organization. Consider all forms of print, interactive, and in-person communication when planning how to reach your audiences in the most effective way. Let them know what you’ve accomplished and why it matters to them.
PROTECT: Guard Against Misuse
Shield your organization’s brand from both internal and external threats. The internal threats come from inconsistency in how you present your brand. Failure to establish and follow guidelines can erode your brand’s strength and recognition over time. The external threat is infringement on the name, logo, or tagline by another entity seeking to feed off of your organization’s brand recognition.
PARLAY: Leverage Your Brand
Once you have built a strong brand with a positive reputation and good will — brand equity — you can attract donors, businesses for cause-marketing partnerships that bring additional resources and visibility to your cause, produce marque events, and even sell merchandise to generate revenue.
If you are ready to improve or create your brand, the 4 P’s provide a great outline to use if you want to master the fundamentals of brand success. Remember, building your organization’s brand is an investment in your organization that can pay dividends in the future if done right.
