A brand is a combination of attributes, communicated through a name or symbol, that influences a thought process in the mind of an audience and creates value. Two common misconceptions by nonprofits and moreso, by the government sector: 1. Branding is selling out to commercialism; implies a level of funding we don’t have 2. Branding is just the logo/colors/ Top 5 nonprofit brands: YMCA Salvation Army American Red Cross United Way Goodwill Industries, Inc.
Branding is the foundation of marketing Social marketing is applying commercial marketing principles to addressing a social issue – changing behavior, raising awareness, etc. Therefore -- you could say that branding is the foundation of social marketing as well. Process is based on same key principle as social marketing – know your audience. In a branding context, you can add the following: Help them to get to know you.
EnergyStar Attributes: Quality, efficiency, well-researched Benefits: Money well spent, Values: Stewardship for the environment Culture: Expanding but still selective Personality: official, savvy User: Values the environment, is thoughtful and responsible
Everyone with a strong relationship to the organization should be trained as a “brand ambassador”
Deanna Troust Presentation - PCDC 5.13.10
Branding for Nonprofits Progressive Communicators of Washington DC May 13, 2010