Amnesty International, Habitat for Humanity, and World Wildlife Fund are some of the most widely recognized brands in the world, more trusted by the public than the best-known for-profit brands. Branding in the nonprofit sector appears to be at an inflection point in its development.
By JR Tuttle Businesses have always looked for a competitive edge. Your customers are bombarded with hundreds, make that thousands of messages, every day.
So what makes you stand out from the your competitors?
One thing is for sure, your competition is looking at new and creative ways to get an advantage over you. Below are few ways that businesses look to gain an advantage, but keep the word, branding, in the back of your mind.
Some of the ways businesses work to gain that advantage might be to: Will adding new services strain your already limited resources? One way to make sure you stay ahead of the competition is to give your brand a fair evaluation. What does it mean to check your branding, you ask?
The logo is a piece of your brand. By the end, I want you to know how important it is that you become a champion of promoting your company brand. Branding is important because customers are savvy Earlier in this article I mentioned how your competitors might be creating value for their target audience in new ways.
Providing educational content is becoming the primary way to gain customers. This is true because modern consumers are savvier than ever. Gone are the days when your company can build a website and add EVERY piece of information about your company to the six pages of the site.
No one reads that much text anymore. What problem are you solving?
If there are particular problems that ONLY you can solve, write about it. Answering questions that your audience asks gives you a leg up on your competitors.
Shooting a video is an even better solution to answering questions. Branding will separate you from your competition Do you feel safe? I ask because you might not have much competition in the market you serve…. How would you feel in say, 3 years, when other companies spring up in your market to compete with you.
Do you feel less safe? Keeping your branding a priority will permeate throughout your organization, making it hard for the competition to keep up with you. Your team members should always be aware of what your company represents. Every employee, no matter their role, should have an up-to-date and deep understanding of the brand and its values.
When you communicate your brand throughout your organization, amazing things start to happen. It will become easier for your team to achieve success because they all know what success for the company looks like.
Your brand will be empowered because employees will handle situations with consistency and purpose. Is your brand recognizable within your community? When people speak to others about your brand, how do they do it? Memorability One of your top goals with your brand should be to achieve a high level of brand awareness.
Any elements that promote awareness are inherently memorable. This helps you stay memorable to those most important to you.
One way to be memorable with your audience is to carefully consider the colors you use in your brand. Using some shade of purple might help your audience remember you as thoughtful or as a visionary.
A brand conveyed visually in orange might make you seem good-natured and optimistic, but it could also lead your audience to perceive you as loud or frivolous. The psychology of colors can have either a positive or a negative effect on your brand.
Either way, colors help your brand stay memorable to your audience.You know that branding is the key to any company, whether they sell coffee or industrial parts or clothing. But convincing your organization or clients that branding is necessary for all components of their business to succeed can be a bit more difficult than deciding exactly what colors best represent their brand .
Keeping your branding a priority will permeate throughout your organization, making it hard for the competition to keep up with you. Branding is a science While we’ve talked about the importance of branding from an external (customer and competition) perspective, branding inside of your organization is also necessary.
A brand is a name, term, design, symbol, or other feature that distinguishes an organization or product from its rivals in the eyes of the customer. Brands are used in business, marketing, and advertising. Name brands are sometimes distinguished from generic or store brands.
Branding should start by expressing an organization’s commitment and purpose. Building a development brand is inextricably linked to the business, so the entire company needs to be on board with the message.
Aligning members of your organization with the brand and what it represents is vital to your company’s success. Your team members should always be aware of what your company represents. Every employee, no matter their role, should have an up-to-date and .
To succeed in branding, you must understand the needs and wants of your customers and prospects. You can achieve this by integrating your brand strategies throughout your company at every point of public contact.
Think of branding as though your company or organization .