As many of you embark on a new fiscal year, you might consider making changes. One of the many changes that can take place includes a re-branding or creating a brand if you’re new to the NPO scene. Beth Brodovsky, from Iris Creative, shared her tips and advice on non-profit branding at our recent expert webcast, Truly Distinctive: Creating a Meaningful Organizational Brand.
According to Beth, branding is what is heard, what is seen and what is experienced. She then elaborated on the misconceptions related to branding:
|Branding is about awareness.||Marketing is what creates awareness.|
|Having a brand means everyone wants you.||Not everyone wants or needs your organization.|
|Your brand is based on how you look.||The design of your logo plays an important role. Your logo is the shortcut into the minds of your perfect donor or constituent. A good logo design supports your goals.|
The Components of a Brand
Every brand includes some key components that help make it distinctive. Beth recommends focusing on these items to help you define yours.
- Vision, Mission, and Values
- Core Message
- Graphic Identity
How to Get There
The process of branding includes having a goal, establishing a strategy, and having an objective. An objective is a measurable step to achieving the strategy.
Want to know more about how you can get there? Watch our latest webinar, Truly Distinctive: Creating a Meaningful Organizational Brand.
- Download the slides that accompany the presentation (PDF) as a companion to the Webinar.
- For more insights into improving your organization’s branding and other related topics, attend one of Beth’s presentations at the DonorPerfect Community Network Conference on October 5 & 6, 2015.
- To help you review all the content you currently use for branding, download Beth’s Communication Audit Checklist.