Branding is a big part of business. But is it limited to for profits only?
In today’s world, it is becoming increasing more competitive for not for profits to compete and offer their products and services to the vast range of people they hope to serve.
That’s why branding has become extremely important to not-for-profit organisations. Brands helps not for profits to stand out. It gives them a voice.
And there are 5 important roles of branding for not for profits. Let’s look at each one together.
1. Brands Help Facilitate Social Goals
When a not for profit’s social goal is to feed the homeless, for example, how does the Organisation broaden its reach and establish its presence in a community? It brands itself to make the public aware that their goal is to feed the hungry. Every color, font, and shape of its brand design communicates something about feeding homeless people. By establishing its brand, the not for profit furthers its social goals and activities.
2. Brands Give the Organisation Identity
Every business, especially not for profits, have a set of values that drive the culture of the organisation. But those values are often unspoken. The people in the group intrinsically know what they are, but that doesn’t mean that everyone sees and understands them on a large scale. Branding the business gives it an identity that communicates its values at a glance. The established brand communicates what the company is and even sheds light on the mission it has set out to accomplish.
3. Brands Unify the Organisation
Many people involved in not for profits seek to help the greater good of humanity. It is often a selfless work that requires lots of sacrifice. That tends to appeal to people of a very good-hearted nature. And good-hearted people want to help in whatever way possible. The practical downside to this is that not for profits could end up allocating resources into so many different directions that they become of little benefit in any particular area. If the Organisation spends time gathering clothes for the poor, uses money for medical supplies, then sends workers to feed in kitchens, then resources would wane thin. Branding helps to unify the not for profit into a specific area of focus which will maximise output. It helps everyone to constantly see the vision and to all work towards accomplishing that single-minded purpose as established by the brand.
4. Brands Add Resources to the Organisation
Brands attract people who are like-minded. If someone, for example, has a passion to help people live green, then a brand promoting that value will attract that person. The new person will then possibly affiliate with the not for profit which will add to its human resource potential. Additionally, someone who may have a passion for green living and has lots of money but is physically incapable of contributing labour may donate funds to support the vision (s)he sees in the brand.
5. Brands Establish Credibility
You may think that credibility is not as important for a not for profit as a for profit. But what about in the eyes of bankers from whom the not for profit is seeking a loan to build the facility they need to accomplish their goals? What about the insurance agent from whom the not for profit will seek coverage for that facility? It’s not necessarily essential to have a brand when dealing with these practical matters of business life, but it will sure go a long way in helping to establish the not for profit as a legitimate business that other people in the business sector should take seriously.
So, branding for the not-for-profit sector is extremely important. Brands facilitate social goals, establish identity, unify the organisation, add resources, and give credibility. With a brand, your not-for-profit Organisation will be ahead in its industry. Thus, it will be in a strong position to accomplish the goals and the mission it intends to accomplish.
Contact us about how we can help you brand your not for profit successfully.
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