Episode 008: What is a nonprofit brand?

If you like the BADASSFORGOOD podcast, please download it, tweet it, Facebook it, and share it with everyone and their cousin!


In this episode

Your nonprofit brand is much more than a pretty face! What lies beneath its surface is where the magic happens!

In my very first episode, I asked the question: Is your brand killing your nonprofit?

After that episode, I received several emails asking more questions about branding in the nonprofit world.

They reminded me of similar questions I get during the Q&A sessions after my conference talks. Questions like:

  • What is a nonprofit brand?
  • When’s the right time to rebrand?
  • How do you brand your organization the right way?
  • Do we need a new logo?

The reason I started the BADASSFORGOOD podcast was to help empower all nonprofits to realize their full potential. Putting your brand house in order is an absolute must if you’re serious about maximizing your full potential. Building and managing your brand the right way can pay huge dividends for your nonprofit in both the short and long-term.

To help explain what I mean, I’ve created a four-part series that answers some of the more critical questions around branding your nonprofit.

The four episodes include:

  • Part 1: What is a nonprofit brand?
  • Part 2: How do you know when it’s time to rebrand?
  • Part 3: Don’t kill your rebrand before you even get started
  • Part 4: Rebranding your nonprofit? Get your logo right!

So that you don’t miss any of these episodes, go to rtrentthompson.com/subscribe and subscribe and we’ll send you an email letting you know the next episode is live.

Without further adieu, let’s jump head first into Part 1: What is a nonprofit brand?

Don’t miss a single episode. Subscribe now!

CLICK TO READ SHOW NOTES

Show notes

 

Your nonprofit brand is much more than a pretty face! What lies beneath its surface is where the magic happens!

Thanks for listening in to another BADASSFORGOOD podcast!

In my very first episode, I asked the question: Is your brand killing your nonprofit?

After that episode, I received several emails asking more questions about branding in the nonprofit world.

They reminded me of similar questions I get during the Q&A sessions after my conference talks.  Questions like:

  • What is a nonprofit brand?
  • When’s the right time to rebrand?
  • How do you brand your organization the right way?
  • Do we need a new logo?

The reason I started the BADASSFORGOOD podcast was to help empower all nonprofits to realize their full potential. Putting your brand house in order is an absolute must if you’re serious about maximizing your full potential. Building and managing your brand the right way can pay huge dividends for your nonprofit in both the short and long-term.

To help explain what I mean, I’ve created a four-part series that answers some of the more critical questions around branding your nonprofit.

The four episodes include:

  • Part 1: What is a nonprofit brand?
  • Part 2: How do you know when it’s time to rebrand?
  • Part 3: Don’t kill your rebrand before you even get started
  • Part 4: Rebranding your nonprofit? Get your logo right!

So that you don’t miss any of these episodes, go to rtrentthompson.com/subscribe and subscribe and we’ll send you an email letting you know the next episode is live.

Without further adieu, let’s jump head first into Part 1: What is a nonprofit brand?

I want you to take 5 seconds and write down your definition of brand. READY? Go!

Got it? Ok, keep that definition in front of you while listening to the rest of this podcast.

Every time I walk into an organization I ask as each person I see “Who is your nonprofit?” “What do you do?”

You can imagine, I’ll get 10 different answers. But, that doesn’t surprise as much as how many don’t even know how to begin to answer these two questions.

The thing happens when I ask people to define their brand. Many believe the brand is just their logo. Some will include their website and brochure in their definition. And, then some point to their style or brand guidelines.

While these are all important elements of your brand, they DO NOT define your brand by themselves.

To make it clear, your logo is the “visual” representation of your organization. It does not define your brand by itself.

So, what IS the definition of brand?

While I have yet to come across a universally accepted definition of brand, there are many good explanations floating out there.

One of my favorites is from Jeff Bezos, the gazillion founder of Amazon. He says:

Your brand is what people say about you when you’re not in the room.

Another popular definition is:

Your brand is your promise to the world.

The legendary David Ogilvy defined brand as:

The intangible sum of a product’s attributes: its name, packaging and price, its history, its reputation, and the way it’s advertised.

All three are great definitions.

What’s important for you to understand is your brand is NOT what YOU say it is; it’s what your consumers, donors, volunteers, staff, board members, corporate and community partners say it is.

So that being said, I characterize “brand” this way:

Your brand is how you make a person feel as a result of their cumulative set of experiences and interactions with your organization.

Here’s the thing:

While your nonprofit name, logo, your tagline, narrative, voice, tone, and your culture are all important elements of your brand – they all help shape and guide your brand.

But, at the end of the day, your brand is more than what one sees, it’s how it makes one feel.

Feelings that are born out of the personal “experiences” (good and bad) each of your donors, those you serve, and other stakeholders have with your organization — across all touch points of your brand.

@badassforgood

 

Thanks for listening to the BADASSFORGOOD podcast!

If you like the BADASSFORGOOD podcast, please download it, tweet it, Facebook it, and share it with everyone!

If you have a brand or marketing question, or an idea for a show topic, shoot me an email at trent@rtrentthompson.com or tweet me @badassforgood.

And, if you haven’t already, subscribe to the BADASSFORGOOD podcast today so you don’t miss a single episode!

My name is R. Trent Thompson. Thank you for stopping by!

Do come back.

 

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