If your nonprofit defines branding as nothing more than a logo and colour palette, we’ve got some serious work to do. But if you do, you’re far from alone. Many fall into the trap of thinking branding is nothing more than visual elements, when in fact, it encompasses everything from your tone of voice to the feelings your brand presence evokes.
Today we’re going to explore exactly why branding is so important for your nonprofit and give you a few helpful tips to get you heading in the right direction.
Why is branding important for nonprofits
Before we start reeling off the tips, you probably want to know why branding is worth investing in. And if your charity is on the fence about branding, this article should help you understand why it’s a more than worthy investment.
#1 Enhance your message
For nonprofits, branding offers a bridge to close the divide between your charity and your audience. It helps you form an identity that allows your audience to better understand your mission, values and activities and communicates your purpose in a way that will resonate with them.
Not only this, but communicating your message consistently across multiple platforms using a range of mediums will really help to build trust and enhance your message.
#2 Attract support
Whilst you may think your nonprofit is totally unique and a more than worthy cause to support, if you don’t have a strong brand and an effective communication strategy in place, you’ll fade into the background of the crowded third sector.
If you want to attract new donors, volunteers, board members, partners and more, you need to have a powerful message that’s communicated well. Cue branding.
Your brand should help convey your story and give people a reason to support your cause. With the help of branded messages, imagery, logo and colours, you can build a more emotional response from your audience. This in turn will help you to build stronger relationships and make your audience more willing to support your nonprofit.
#3 Increase recognition & awareness
If someone were to show you a black tick, a blue bird or even a yellow M, it’s likely your first thought would be Nike, Twitter & McDonalds – that’s all thanks to the power of branding. Having a strong consistent brand in place will ensure your nonprofit makes a lasting impression. And the more memorable your brand is, the more likely your audience is to support you when an opportunity arises.
#4 Drive conversions
If a complete stranger asked you for money without a really compelling reason, you’d likely say no. If on the other hand, someone you were familiar with requested funds, you’d likely comply with little to no persuasion. The relevance? Think of your brand as a means to build relationships with your audience. It helps them to connect with you and understand the relevance of their donation – and we all know the more personal and relevant you can make a relationship, the more powerful it will be.
Branding tips for nonprofits
There’s no shortcut to building a great brand. There are a lot of elements to be considered and it will take time to perfect. To get you heading in the right direction, here are a few simple pointers:
- Tell your story
- Define a clear mission, vision and values
- Be consistent – brand guidelines will really help here
- Think about your target audience
- Consider the feelings you want to evoke
- Ensure your story is authentic
For more actionable insights and branding tips for your nonprofit, be sure to check out our top branding tips for charities. And if you’re looking for a helping hand to build an authentic brand that enhances the work of your charity, get in touch to organise a free consultation.
