“To a non-profit organization, the brand is perhaps the most important asset they have. Many corporations actually carry the worth of the brand on their balance sheets; for example, the Coca-Cola* brand is said to be worth $13 billion. However, non-profits are often at a disadvantage when it comes to branding. After all, they don’t have the deep pockets of corporations who can afford to hire brand specialists, nor do they have staffers whose job is to protect the integrity of the brand, and promoting it at every turn. But successful branding of the charity can have a great effect on the awareness and fundraising of the charity and its mission. If you have built and promoted the brand well, it is like having an introduction in the person’s mind, or having a door opened. A strong brand creates trust and builds recognition, which can – properly managed – be parlayed into affinity, loyalty, and a relationship.”
Author: Kristine Kirby Webster
Source: MarketingProfs
Subjects: Marketing / Sales, Nonprofit
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