What is a brand and does your NGO need one?
Is a brand a logo? Is it a name? Is it a colour? Is it a spokesperson? Think of the Kenya Red Cross. How would you define its mission? You’re probably thinking something like “helping people in times of crisis”. Why? Because the KRCS consistently reinforces this image of being the expert in providing humanitarian assistance in Kenya. It does this consistently, throughout the year; in times of quiet and during emergencies.
It emphasizes this image repeatedly in its communications with the public; through its appeals, its social media messaging (read Lessons from the Kenya Red Cross: How to manage a social media disaster), and via its charismatic head, Abbas Gullet (watch his interview with CNN).
Most importantly, the Kenya Red Cross reinforces its image as a humanitarian relief expert by delivering on the promises it makes. As a result, it has earned a reputation for being the go-to organisation in times of disaster. This is KRCS’s brand.
Likewise, your brand is the reputation you have for delivering on your promises. Every organization, no matter how small, has a reputation, a voice…a brand identity.
It’s perfectly ok for a non-profit or public benefit organisation to have a brand. As Huffington Post writer Tulani Elisa explains, your organisation is already a brand.
Branding is more than just attaching stickers to cars, or printing your organisation’s logo to pens and calendars. It’s about sending out a clear, consistent message to your audiences about who you are and what you do. With your colleagues, try to answer the following questions:
1. Imagine you’re speaking to a friend. How would you describe the aims of your NGO in a single sentence?
2. If your NGO is successful in its activities, how will life in the community be improved?
3. If your NGO was a person, how would people describe it? For example, the Kenya Red Cross may be described as “caring”, “helpful”, “professional” etc.
4. What wrong ideas do people have about your NGO and its work?
5. Why do you think they have these misconception?
Before you get into the business of branding it is important that you have a good understanding of your organisation, the way it is seen in the eyes of the public, and the image you would like it to have.
The video below discusses nine benefits that nonprofit organizations can enjoy from having a strong brand. It’s presented by branding for non-profits expert Howard Levy. Take a look.
Promote Your Cause! 