What are the elements of nonprofit branding?
1. Brand compass
A brand compass answers the ‘WHY? ‘of the organization. It gives direction to the nonprofit, enabling it to fulfill its mission. Here are the fundamentals of a brand compass chart;
● Strategic objectives
2. Brand personality
A brand personality is a framework that helps organizations and companies shape the way people feel about their services, mission, or product. This creates an emotional connection to nonprofit organizations that solidify support for achieving their mission.
3. Brand archetype
Brand archetypes represent your brand based on 12 critical human desires and values such as belonging, power, and safety. This enables nonprofits to create a brand narrative with which the target audience can connect.
Here are some examples;
● The Hero craves mastery. They don’t back down from a challenge and display courage, honesty, and bravery – a familiar archetype in sportswear brands.
● The Caregiver craves service. The central theme of this archetype is altruism. Nonprofit and sustainability brands depict this archetype often.
4. Competitive advantage
You can’t overlook the competition even when building your brand strategy. To determine a competitive advantage that works for your nonprofit organizations, answer the following questions;
– What experience do your competitors offer to the target audience?
– How big is their brand awareness?
– What do their donation campaigns look like?
– What are some of the projects they have achieved?
– How different is their brand messaging?
5. Brand promise
A brand promise is a unique and enduring idea that an organization commits to delivering to its target audience.
6. Visual identity
These are the integrated visual elements that make your nonprofit differentiated and recognizable. Visual identity embodies all the defining characteristics of your brand. Here are some of the brand visual elements;
● Color theme
7. Verbal identity
These include the organization’s name, tagline, brand messaging, and brand story.
What makes an excellent verbal identity?
● Keep it simple to promote clarity.
● Make it distinct from competitors.
● Devise a verbal identity that resonates with your audience