Whether your nonprofit provides support for families, food for the elderly or shelter for the homeless, every nonprofit organization has one thing in common: a responsibility to protect one’s brand.
Some of the most famous brands, including Nike, Taco Bell and Starbucks, fall under the for-profit umbrella. And unfortunately for nonprofits, there’s a stigma often attached to allocating funds for brand development and promotional purposes. BUT nonprofits must maintain a strong mission statement and brand in order to attain an influential voice within the nonprofit sector.
Here are a few reasons why safeguarding your nonprofit’s brand is key to organizational sustainability:
- First impressions matter—When you first publicize your brand, your nonprofit is automatically set up for comparison. Whether you’re being compared to nonprofits offering the same services or promoting similar mission statements, how your organization’s branding stacks up against others’ will dictate your level of credibility. In fact, this first impression is often the most lasting so it’s imperative to dedicate a significant amount of time when creating your brand.
- Great branding gives you a voice—If you have a logo or a particular trademark that grabs people’s attention, you have an invaluable window of opportunity to promote change in your nonprofit community. An impactful brand can be a stepping stone toward an increase in public recognition, which often leads to more networking and funding opportunities.
- Protecting your brand protects the community you serve—Once you’ve accrued a significant amount of respect for your nonprofit’s work, donors and program participants will place an incredible amount of trust in your brand. Taking the time to protect your brand from possible infringement will give both you and your recipients peace of mind. Defending your nonprofit’s identity speaks volumes for the immense support you offer the nonprofit community.
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