We all know that marketing campaigns can help raise your organization’s awareness, but did you ever think that your brand could as well. Marketing is an important part of branding, it’s how you promote yourself and communicate with your customers, donors, or supporters. Your brand is the core of what you do and why you do it. It should not be ignored, because when it’s done well, people remember you and take you seriously.
Be consistent and have standards
If the collateral and materials you create — from the website to postcards —use different fonts, colors, and style of imagery, then it’s time to get it together. Everything should look and feel consistent, even the tone of voice.
Special events, conferences, or marketing campaign can break this rule from time to time. Think of it as the brand is your personal style of dressing, speaking, the heart of how you are. Sometimes, for certain events, you might dress more formal or casual, but it doesn’t change who you are. Also, please treat your logo with respect. Make sure it’s always visible, and whatever you do, don’t distort it. That screams “I don’t know what I’m doing.”
In order to be consistent, you have to be organized. Make sure you have a naming convention for your files, and that anyone who looks at them will know what to use. Using a cloud storage like Google Drive or Dropbox can be a big help. Then you can share files easily with others and access them anywhere.
Being unique is probably the most challenging of the three ways. It takes guts to stand out from the crowd. Take a look at your competition. And don’t tell me that you don’t have competition because you do. Who are the organizations working on the same issue you are or have a similar mission? You might not be directly competing with them, but you work in the same “space.” If your brand gets lost in the crowd, doesn’t resonate with your audience, or doesn’t match your organization anymore, then it’s probably time for a rebrand.
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