PUBLIC RELATIONS, BRANDING, MARKETING, VOLUNTEERS
BRANDING YOUR AGENCY

One of the most important things nonprofits can do to effectively market themselves is to create a strong, appealing brand image, which effectively promotes their mission. A strong brand identity, or personality, can take on a life of its own and become a beacon to draw people to your organization. Branding is what sets one service or program apart from another. Branding is an important, strategic way for any nonprofit organization to distinguish itself from others. It establishes an image of the organization in the minds of donors, clients, constituents, volunteers, funders, and others. Branding is an intangible that can help a nonprofit organization define itself, express what it stands for, and present its value to the community it serves.

Branding is the consistent, creative execution of your strategic market positioning. Once defined, it should be reflected in everything your organization does. The brand is both visual and experienced. That is, it is represented in your collateral materials (i.e. brochure, annual report, newsletter, website, invitations), and experienced on the phone or in person, and visible in your offices.

Branding is a complex fusion of market positioning, identity, image, and messaging that when combined together, have the power to influence people to give to your organization, participate in your programs, invest in your capital campaign, buy your event tickets, read your newsletter, volunteer their time, and more.

Brand singularity vs. brand diffusion
A successful branding program is based on the concept of singularity. It creates in the mind of the prospect the perception that there is no organization, program or service quite like yours. Brand diffusion occurs when your brand cannot be singled out from among competing brands, or when your brand appears in several different, unrecognizable forms -- as when nonprofits use various forms of their logo, or when collateral materials lack cohesion and uniformity in look, color, etc.

Brand Development & Maintenance
Giving birth to your brand is accomplished through publicity. Brand maintenance is achieved through advertising, word of mouth, delivering on your promise, and consistent messaging, and most effectively through executing a special event to which your constituency is invited to support. Here are some marketing tips for building a strong brand:

1. Identify partnering benefits that are of value to your donors and provide them. For many, this means doing business in new ways and selling them on the idea that an alliance with your organization is a good idea. It not only offers them an opportunity to do and support good deeds, but to advertise themselves at the same time.

2. Look for ways to make your services easier to access, use, be more convenient, or as a less costly alternative.

3. Create unique opportunities that break the barriers and historical constraints in program delivery, advertising, and publicity.

4. Develop and use marketing tools such as: logos, graphics, and collateral materials that are uniform, carry a theme, and are consistently recognizable in color, typeface, and graphics. Hire a graphic designer to create an exciting logo design and collateral look for your organization. It should be what you do.

5. Consider implementing a unique special event that becomes your agencys annual signature event - - a unique event unlike the run of the mill gala or walk-a-thon. Consider a musical extravaganza or an unusual, fun or entertaining alternative that will promote your cause your donors to look forward to attending, supporting and participating in again next time.

6. Ensure that your agency delivers great service to its constituency on all levels. Exceed every client expectation each time. People like to feel secure that they will be treated well, and they like to share their experiences. Word of mouth is a powerful brand-builder.

7. Become customer-centered (donor-centered, client-centered), versus organization-centered.

By Claudia Koal, K2 Productions; (212) 755-1926; ckoal@mindspring.com

Consultant specializing in organizational branding and special signature events. Secretary/Treasurer on the Board of Governors for the New York Chapter of the Recording Academy (GRAMMYS).