To the uninitiated, branding is synonymous to the picture of a brand. But, branding is rather more than a brand. What then, is branding? “Branding is endowing services and products with the ability of a model” (Kotler & Keller, 2015). One can clearly inform from this definition that branding is rather more than a brand, an internet site or a brochure.
In instances previous, non-profits adopted the idea of branding primarily for fundraising functions. As we speak, branding has developed past fundraising functions and presents the next advantages:
1). Builds Belief
An efficient branding technique that communicates the influence of a non-profits work engenders belief. By sharing its’ actions and progress, folks turn out to be conscious of the function the non-profit performs in its’ group. With the belief earned, a non-profit can simply garner help for its’ causes.
2). Advocacy / Expanded Help Base
As soon as folks turn out to be conscious of a non-profits’ work, it turns into simpler for them to attach with its’ model. Consequently, they not solely turn out to be loyal adherents of the non-profit however in addition they turn out to be its’ advocates. This could serve the non-profit in some ways. As an example, success tales shared on a non-profit’s social media web page could be re-posted by loyal adherents and shared with their buddies. Such actions have the ability of increasing a non-profit’s help base since a wider viewers is reached by the act of sharing.
3). Elevated Funding Alternatives
A robust model improves the speed of success of a non-profits’ funding endeavors. By making a constructive model picture, it turns into simpler to have interaction favorably with funders and stakeholders alike.
4). Facilitates Partnership Formation
A robust model makes it simpler for a non-profit to forge significant partnerships. The flexibility to collaborate with different organizations enhances a non-profits capability to implement initiatives which have a wider attain/scope. This in flip creates a good notion for the non-profit and influences its’ fund-raising potential.
5). Displays a Non-Revenue’s Id
In keeping with Nathalie Kylander & Christopher Stone (Spring 2012 Blogpost), a ” model embodies the identification of the group, encapsulating its mission, values, and distinctive actions”. In essence, a thoughtfully deliberate and executed model picture will convey the beliefs of a non-profit to its’ constituents and most of the people in an efficient method. It’ll help in reflecting the distinctive worth proposition of a non-profit whereas differentiating it from different entities.
Thus, its’ constituents and most of the people can be ready to familiarize themselves with the imaginative and prescient of the non-profit whereas retaining monitor of its’ achievements. Because of this, the method of nurturing relationships with supporters(equivalent to volunteers) and sympathizers to its’ trigger whereas entrenching its’ place can be vastly improved.
It’s important for a non-profit to develop a compelling and constant model because it engenders belief amongst its’ viewers, expands its’ help base, will increase its’ funding alternatives, facilitates its’ capability to forge partnerships and displays its identification.
Kotler & Keller: Advertising and marketing Administration (2015), American Advertising and marketing Affiliation (AMA)
Nathalie Kylander & Christopher Stone (Spring 2012). The Function of Model within the Non – Revenue Sector[Blogpost]. Retrieved from https://ssir.org/articles/entry/the_role_of_brand_in_the_nonprofit_sector#bio-footer