Communications Resources: Branding
Creating a recognizable identity for your organization is crucial to making an impact amidst a crowded market. A positive brand identity needs to be established throughout your strategic, integrated communications program so that you build equity and recognition. For a quick look at the branding process, and to see how much you know, take the fun branding quiz at www.brandidentityguru.com. So what's in a "brand"?
Your Organization's Identity
Creating your organization's "personal" or corporate identity or image differs from product branding, of course. Your organization's identity starts with its personality and core values that are then communicated to your audience in a "big picture". Both a recognizable logo and a solid statement that describes what you do in very few words are essential. If you "Google" the words "corporate logos", you'll see nearly every recognizable logo. Aim for a logo that really makes you stand out like the big guys!
The organization's logo often begins as a temporary solution due to budget or time limitations. But that doesn't mean that you can't make it better. A new logo can be a reason for a new awareness-building campaign. Start with a solid understanding of what you do; agree on a look and feel (typeface or font), color and make it simple, recognizable. Ask a designer friend to help versus paying a fortune for a noted design firm. Make sure you are happy with the end result, then carry the theme throughout all your marketing and PR materials -- including stationery, reports, sales materials, packaging, flyers, ads, press releases, press kits, donor incentives, and of course, your website.
Branding Products or Services
Branding your product or service is necessary to create mindshare and to build donor and client loyalty. While product and service brands are subcategories of your organization's identity, it is important to keep your corporate presence strong. Create a common liaison both graphically and contextually.
If you are selling products or services, the same ideas apply when creating separate logos and/or statements to represent them. The difference is that you are selling a tangible item or a service so the logo or statement needs to "describe" them uniquely. Think if the characteristics of the product or service; the reputation they may already have, and the value to the donor or supported group. As an example, if the service you provide is helping out the homeless, create a short sentence or tagline (ours is 'In Harmony with Hope' but you might try brainstorming on the words 'Empowering' and 'Homes') and include it on everything from brochures to press releases with your logo. To create a tagline, write out 20 possibilities, and narrow them down. Then write 5 more and narrow these down. Solicit ideas from friends and employees and perhaps devise a contest with prizes. You'd be amazed how incentives promote creativity, even within your own organization!
Do you have a communication tip to share with others in the philanthropic community? Please use our contact page to share it with us.
