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What does branding have to do with nonprofits?

Branding.It’s one of those words that marketing, advertising, design and public relations firms use pretty freely. Branding has become a catch-all for everything from logo design to the total experience one has with a company or a product. But what does it have to do with success for a nonprofit organization?

A new association with no paid staff and a great cause came to us for help. With the brand identity package we developed, this fledgling organization looked substantial. Corporate funders took them seriously and were consistently amazed when they found out how young the organization was. They paid attention—and wrote checks. The founders were told repeatedly that without the look of authority their communication materials established, they would have not have been so receptive. Recently, the organization celebrated its 10th anniversary with thousands of members in all 50 states, a healthy budget and a reputation as the defining organization for their cause. Now that’s success!

Where do you start?
Your organization’s brand—the public perception of who you are—already exists. It is reinforced by every internal and external contact between constituents, funders, members, target audiences, competitors and colleagues and staff. It takes significant planning and ongoing attention to keep a brand on track, but a strong logo, brand identity and style guide will go a long way toward telling your story the way you want it to be told.

Begin with a thorough, objective assessment of where you are and where you want your organization to go. Whether you decide to handle this phase internally or use an outside brand consultant, don’t skimp on this process. Asking the right questions, involving key stakeholders, bringing key issues to the surface and consolidating the ideas now means the end result will capture the essence of your organization. It will be welcomed by those who are charged with carrying the message—your board, staff, supporters—your “brand ambassadors.”

Design follows strategy
Here are the first tools that you will need to implement a visual brand identity.

Logo	The visual mark that represents your organization.
Key Messaging	Tagline and mission, vision and position statements. Concise statements that explain what you do, why you exist and provide an easy-to-use summary of your positioning.
Brand Identity	The systematic application of your logo, name and tagline to all print materials, web site pages, multimedia presentations, environmental signage and exhibits.
Style Guide	Written instructions to manage your brand identity and protect your logo whenever it appears in ads, online, or in promotions—anywhere outside agencies may use it. Internally, the style guide explains to your staff how to set up letters, faxes, web content and other applications consistently so that every communication looks like it came from the same organization. Without it, your identity will be misused and abused. Guaranteed. These guidelines should be provided with any contract you sign for outside creative services. If you have a logo but no style guide, go back and develop one. It’s worth every penny you pay for it. We can’t over-emphasize how important this step is—and how frequently it’s ignored.

Remember, you have a brand already. It isn’t a luxury item you can decide to implement when everything else is done. Without a sound strategy and good communication tools, you invite whim and luck to drive the ship. In a world of increasing competition for recognition and funding, you can’t afford to let that happen.

—Cynthia Fowler, Vice President

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