Branding Basics for Non-Profits: Strengthening Your Organizations Messaging
Let Your Brand Become Your Advocate
Too often Marketing Directors in organizations set their focus on communicating and do not establish a brand voice. Communication Directors of non-profit organizations regularly talk about their brand’s mission and defining activities, however, the key to communicating your brand is to establish a human quality that your audience can relate to. Transforming the message and making it part of an organization’s efforts and establishing an impact that affects their daily lives sparks interest and action.
This can be achieved through strategic storytelling, as well as key design efforts—all devised to manifest a persona that will set the stage for your organization. Defining your audience will allow your team to focus on the tone, voice, points of conversation, and conversions.
Your organization’s persona is important and should show throughout your copy, visual messaging, photography/illustrations, and constant daily interactions through humanistic conversation.
Form and Function
Don’t disregard quality design, images, and typography. You want to look like you belong and have always been there. People can pick up on poor quality design, uncomfortable typography, misuse of color selections, and the complete absence of professionalism. (just because you have hundreds of fonts in a library doesn’t mean you have to use them!) Remember, you only have one opportunity to make a lasting impression and guide them to engage or take action with your organization’s efforts. Brand and design guidelines are key in telling your brand’s story—make sure to pick the right design team upfront.
Identify not only your message but also establish an understanding of how it will be received. Your copy should reflect a tone that reflects your mission/vision and also bring humanist qualities to light in order to lay the groundwork for a quality conversation. Copy should demonstrate empathy, understanding and also share a story—all while making your organization an expert on the topic that you represent.
Lights Camera Action
Videos and images are excellent vehicles to share your story. While stock video footage and stock images are OK as a temporary filler, real footage and actual video of volunteers or members of your team will make the highest impact. Filler stock tends to be irrelevant content by nature and can be seen as noise that may drown out your advocacy efforts. Without question, there is a cost for professional video and photography, however, the pay-off and connection it creates is invaluable to your efforts. Always remember that everything you do in branding and marketing is an investment towards your organization’s efforts, not an expense.
Don’t Give Up the Battle
Consistency is the toughest fight, but it is also key to solidifying your tone, voice, and communications across the board. Make sure to include these branding guidelines throughout every touchpoint and even in your face-to-face interactions with your audience. This consistency will keep your messaging simple, concise and easy to understand. Be yourself and define your originality among the masses.
Liquified Creative is a strategic full-service branding, marketing, and web development firm with extensive experience working with non-profit organizations and advocacy groups in order to support and strengthen their brand voice and image.
Contact Liquified Creative and let’s create YOUR voice and present find better ways to present your brand as your best advocate.