Image Matters: The importance of branding in the nonprofit sector
November 11, 2002
By Nicole Zummach
A commercial for the soft drink Sprite, proclaims that 'Image is nothing'.
That's easy for them to say. The drink's manufacturer, Coca-Cola, is
one of the most recognizable brand names in the world, with consumers
reaching for Coke products a billion times a day. It's a testament to
the fact that, in the corporate world, image and branding are key to
success. But what about in the nonprofit sector? Although some voluntary
organizations might not like the term 'branding', given its connection
to products and profit, it would be difficult to argue that image isn't
important in the sector. After all, donors support organizations that
they recognize and which they know to be doing good work.
What's in a name?
Just ask the World Wildlife Fund about the importance of branding.
The organization won a lengthy court battle earlier this year that prevents
anyone else from using the initials WWF. The ruling was a major
victory over World Wrestling Entertainment, previously known
as the World Wrestling Federation, which had also been using the letters
WWF in its logo. Obviously, this was about more than the initials. World
Wildlife Fund has spent decades building a reputation as a leader in
environmental conservation and the protection of endangered species,
and the WWF acronym along with the organization's panda logo help to
reinforce that image around the world.
It's easy to understand why an organization wouldn't want to share its
name with an unaffiliated group, especially one outside of the nonprofit
sector. Then there are some, like the United
Way of Canada - Centraide Canada, that purposely lend their
brand image to other organizations, a practice that can increase overall
recognition but which also carries a certain risk. The United Way's
125 autonomous members must agree to abide by various policies that
have been developed to protect the brand and strengthen the United Way
ë Centraide Movement as a whole. As a spokesperson for the national
office points out, "the success and failures of one member can affect
the others - there is only one name and one logo."
The organization also struggles with trying to change some of the established
perceptions about what it does, perceptions that are tied to its image.
"The key challenge is moving from the perception of United Way as being
a 'fundraising' organization to a United Way that creates 'community
impact' through capacity building, of which fundraising is just one
of its role." According to a new report by nfpSynergy,
a UK-based nonprofit think tank, changing the public's perception may
be a tall order. "Perception is reality and each of us, being only human,
act on the world as we see it," states the report, entitled Polishing
the Diamond: Values, image and brand as a source of strength for charities.
It adds that the right image can help an organization succeed, while
the wrong image can result in failure, regardless of what the 'real
situation' is.
Size doesn't matter
The report goes on to say that image and branding concerns aren't the
exclusive domain of large or wealthy nonprofits. "Like it or not, every
organization has an image...The option isn't whether or not to brand,
but whether the current brand is as good as it can be." Sigrid Stark,
manager of marketing and fund development for Meals
on Wheels of Edmonton, certainly understands the importance
of effective branding. Although Meals on Wheels is a well-known name,
there is no national office so each local group, regardless of its size,
must come up with its own branding strategy.
"We use our marketing money effectively to build awareness," says Stark.
"In everything we do we say the same thing. Our logo appears on everything
and we guard it carefully." She adds that because they take care of
people locally, their main focus is to have a strong local presence.
However, that doesn't mean this charity, which has been around for more
than 30 years, is resting on its laurels. "We have to remind ourselves
over and over again that, as much as we think we are important, other
people have to remember that we are here, so it is a continuous process."
The key to successful branding
Stark's thinking is very much in line with that of IMPACS' Bassel
Martin, who recently led a workshop on branding for nonprofits.
He says that branding is crucial in helping nonprofits stand out from
the crowd, but that there is a real lack of appreciation and knowledge
in the sector about what an effective brand can do. "When I ask people
what branding is, they say it's the name or the logo, and it stops at
that. I think there is a danger in making the visible aspects of branding
the end of your branding strategy."
He goes on to say that "for nonprofits it's really the values and
beliefs of the organization that drive the brand, how those intangibles
are reflected in the logo or the name [the tangibles]." He feels tangible
and intangible components of branding must go hand in hand and encourages
people to explore what their organization is all about, what its core
values are, and to ask the question 'how will the world be worse off
if we disappear?' His advice echoes the nfpSynergy report, which states
that "branding is not about plastering an artificial gloss on a
fundamentally different organization, it is about making sure that the
world sees the passion and beliefs that lie at the heart of an organization."
Developing your brand
Even if your organization has not actively developed a brand strategy,
it is still conveying an image to the public. Take an organization's
name, for example. Is the full name normally used or is it shortened
or abbreviated? If it is shortened are there several variations or do
people always use the same term? Perhaps most importantly, does the
common use of the name give an indication of what the group does? All
of these factors play a role in how an organization is perceived by
the public, as does its choice of logo and colour, one of the most visible
aspects of a nonprofit's identity. Of course, just like in the fashion
world, many logos get tired or look outdated as design styles change.
The nfpSynergy report suggests that, "as a rule, a change in logo should
be seriously considered at least once a decade."
Those are a few of the more tangible elements of branding, and the ones that organizations often focus on. However, the intangible elements are just as important. To start with, there is the tagline - a short phrase that sums up an organization. For example, the tagline for Meals on Wheels of Edmonton is 'More than just a meal'. nfpSynergy's advice is to create a tagline based on an organization's mission, vision, and values, and make sure it is short, succinct, and memorable. Then use that same tagline in all communications. At the same time, organizations should review their core beliefs and reassess key messages to ensure that all communications properly reflect their values and vision.
Five lessons for branding success
(from Polishing the Diamond)
- Brand and strategy are inextricably linked.
- Know your audiences and set realistic objectives for each of them.
- Measure performance wherever possible and affordable.
- Integrate the structure for branding with the strategy.
- Deliver the brand - everything communicates.
