Branding the Non-Profit
By Kristine Kirby Webster
The word brand is loaded in meaning and possibility. One definition of “brand” is
“a characteristic or distinctive kind.”1 Another definition is “a trademark or
distinctive name identifying a product or manufacturer.”2 One of the best
definitions of brand has come from Stephen Pidgeon, the Chairman of Target
Direct Ltd (UK). He defines a successful brand as “an identifiable product or
service, strengthened because the buyer or user sees relevant, unique added
values, which match their needs most closely. Furthermore, its success results
from being able to sustain these added values in the face of competition.”3
In essence, a brand is a piece of real estate you occupy in a person’s mind, and
the related impressions it leaves behind.
How important is the brand in marketing and to success in the marketplace?
Very. Think about it, people don’t say they need an adhesive bandage, they say
they need a Band-Aid. They don’t ask for a tissue, they ask for a Kleenex. They
don’t want a cola drink, they want a Coke. A brand at its strongest “owns” the
concept of the generic product in many consumers’ minds.
To a non-profit organization, the brand is perhaps the most important asset it
has. Many corporations actually carry the worth of the brand on their balance
sheets; for example, the Coca-Cola brand is said to be worth $13 billion.4
However, non-profits are often at a disadvantage when it comes to branding.
After all, they don’t have the deep pockets of corporations who can afford to hire
brand specialists, nor do they have staffers whose job it is to protect the integrity
of the brand and promote it at every turn. But successful branding of the charity
can have a great effect on the awareness and fundraising of the charity and its
mission. If you have built and promoted the brand well, it is like having an
introduction in the person’s mind, or having a door opened. A strong brand
creates trust and builds recognition, which can – properly managed – be
parlayed into affinity, loyalty, and a relationship.
Let’s say you go to the store to buy potato chips. There are several types
available, a brand known to you, like Ruffles, and two lesser-known brands.
Which one will you choose? If you are like most people, you will choose Ruffles;
you know the name, and the inherent quality and taste you associate with it.
1 Source: http://www.britannica.com/cgi-bin/dict?va=brand
2 The American Heritage Dictionary, Second College Edition
3 Presentation at AFP conference, March 2001, San Diego, CA, USA
4 “Building Better Brands” by Chris Claridge, October 2001, www.bzone.co.nz
Now, let’s say you get several appeals from relief organizations, such as the
American Red Cross, Friends in the West, and ELCA (Evangelical Lutheran
Church in America). If you have only $20 to give to a relief charity, which do you
choose? Chances are you would choose the Red Cross, due to the strong brand
equity they hold in your mind.
Why? Because the Red Cross brand is strong and well-managed. They
consistently use the same logo, the same color, the same mission, and the same
general message in all communications, whether they are in direct mail, print
ads, TV ads, web pages, emails, billboards, etc. Everyone can recognize the red
cross on the white background. This has in turn given them incredibly strong
brand equity in the public’s mind. When people turn on the news, and hear about
a natural disaster – hurricanes, earthquakes, floods – many go to the Red Cross
to offer assistance and support – without even being contacted directly by the
charity. They “own” the concept of disaster relief, and a great deal of that is due
to effective branding. The Red Cross, and its mission, are greater than a single
direct mail appeal, commercial, or email. The Red Cross is a wonderful example
of a sum being greater than its parts.
So if you are a non-profit, how do you mimic the success of a charity such as the
Red Cross when it comes to brand building and equity? To be blunt, there is no
shortcut, no quick answer. A strong brand is the result of good experiences;
consistent messages; and positive, reinforcing images over time. Inherent in this
brand strength are factors such as trust and reliability. Neither are created
overnight, whether with a donor or with a consumer. It takes time and effort to
create a brand image, and to make it a bankable asset.
But that effort results in a brand image and association. People buy brands for
the halo effect they perceive they get from it. Gucci suggests style; the Nissan
Xterra suggests a rugged, adventurous spirit; Jaguar suggests wealth; and the
Red Cross suggests relief and compassion.
While a strong brand and its resulting effects can’t be created and happen
overnight, it can happen, if a clear plan exists and – more importantly – the
charity is committed to the process of brand building. The following tips are a
good starting point.
Appoint someone to be in charge of the brand. Perhaps it is the
Development Director or the Communications Director. Whoever it is, this
person should be the brand traffic cop, making sure all are moving in the
correct direction, and that there is a consistent brand message/image
being used. He or she should review all materials, web pages, ads, etc.,
to make sure the right and consistent message gets out.
Define the brand. Look at the charity’s mission statement, programs, and
values. The brand image must work with them and truly represent them.
Ask questions such as: who are you, what do you do, how do you do it,
and – most importantly – who do you help? Charities rely on the kindness
of donors, and consistency is key; if the brand, mission, and goals aren’t in
sync, donors will notice, and you will lose the relationship that the charity
has cultivated over time. The brand must create cohesion between all
programs of the charity and constantly reinforce the charity’s goals and
mission.
Check out the competition. With more than 700,000 charities in the US
alone, most likely there are other charities in your “space.” Look at them,
how do you compare? What do you do better than those non-profits, or
worse than them? This form of benchmarking helps you clearly see your
core competencies, and allows you to formulate a brand strategy that sets
you apart from similar groups.
Educate the organization about the brand. Once senior personnel
have sat down and defined the brand, make sure all employees and
volunteers understand the brand, why it is important, and how they are a
part of the brand building and maintenance process. Integral to success is
the support of all, from board members to junior staffers. Like all big
initiatives, the senior management must be on board to ensure success!
Make sure your marketing and communication plans support and
reinforce the brand. Have a plan! Make sure the strategic plan of the
charity incorporates and supports the brand image at every turn.
Everything from logo and colors, to typeface, language, and placement
must carry from piece to piece. Remember, brand equity and loyalty is
built over time, and requires clarity and consistency.
Put the brand in the driver’s seat. The brand should drive all
communications, and be a carefully planned part of each communication,
whether it is an appeal, a newsletter, a website, collateral materials or a
special event. The brand is part of the charity’s personality. As Tony
Elischer, a leading UK fundraiser wrote, “It is on this platform (the brand)
that we can build our personality, values and beliefs and then connect to
our donors and potential donors.”5
Remember, a strong brand adds value, and creates affinity and loyalty, which are
important to a charity’s future stability and effectiveness. As Phillipa Hankinson,
a researcher at the University of Surrey Roehampton (UK) states, “Branded
charity organisations are more likely to attract voluntary donations than
unbranded charities whose cause and values may be less clearly defined and
5 “It’s the Personality that Counts” by Tony Elischer, September 2001, www.tonyelischer.com
less well known. Brands allow donors to identify more closely with what the
charity does and the values it represents.”
Be consistent with your brand and use it to differentiate your charity from the
crowd. Brand building requires commitment and patience, but the benefit is well
worth the effort.
© 2002, Kristine Kirby Webster, The Canterbury Group, Ltd.
Kristine@canterburygroup.net |
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