If you’ve been brushing up on your branding knowledge you know that a brand is not your logo or your colors. In fact, it has very little to do with visual design. Your brand is intangible – it is an aura surrounding your organization. Your brand is not what you say it is; it’s what they say it is. That is why the customer experience is so important when it comes to branding! It’s all about your story and you providing your constituents with inspiring experiences.
Those consistently positive experiences are especially important as the end of the year approaches and you’re trying to sustain donors. Your donors are looking to get a clear picture of your passion and focus and you’ll need to work on your branding to remind people of your brand image and a solid reputation you have built with them.
Here are some quick tips on how to strengthen those constituent relationships before the end of the year:
- Be transparent: Openness leads to trust and building long-term relationships. People want to know where the money is going so spell it out. A great way to do this in print and on the web is by using infographics: graphic visual representations of information and data. Charity: Water does an excellent job at this on their website. By projecting a completely transparent brand you’ll attract committed donors, who will become your brand’s ambassadors to the world.
- Have a web presence: You’d be surprised how many not-so-new nonprofits out there still don’t have a website. If you’re one of them, you definitely need to start looking into your options. Whether you have had a website or are building a new one, make sure it is kept up-to-date with your activities and that it accurately reflects your brand. (Find out more from the designers at Guide Creative on how to maintain visual consistency with your brand on your website.)
- Actively promote your brand: Communicating your brand is not something you need to think about at the end of the year or before launching a major campaign. It’s something you’re already doing every day so make sure that what you’re saying is consistent with the perception of your organization you’re striving for. In order to promote your brand, your entire team needs to first identify with it so make sure you’re living your brand inside out: from your receptionist to your executive director.
Hopefully, these tips will inspire you to show a little more TLC to your brand this week because it’s at the core of everything you do.