Strengthening the Brand Identity
of your Nonprofit

Alright, so we’ve just made a case for why NGO/nonprofit branding is absolutely necessary, and now you’re wondering how best to go down this obtuse ‘branding’ road. If you’re the leader of a grassroots NGO, your resources are likely to be limited. Your main challenges are in managing a team, budget and large number of daily tasks. So we’ll keep this brief. Here are the first things to tackle:

1. Establish your Brand Story.
Is there a specific story behind why your NGO was started? Why were the founders driven to support this cause? If the backstory of your brand is emotionally driven, based on a true story, it’s bound to connect with your audience. The objective of your organisation must be clear so your audience knows who/what the cause is, to emotionally invest in the cause. Once the brand story is in place, support the story with statistical information to make it stronger and build trust. The facts and figures will convince people to invest, but the emotional connect is what will keep them motivated to support the cause in the long term and organically become a spokesperson for your brand.

2. Use the right Tone of Voice and Messaging.
Focus on the impact your organisation wants to create, and your vision for the future. Show and tell your audience exactly how big a difference they can make through offering support. Be sure to not just ask for donations. So many charities and nonprofits hound people for money, that they tend to feel disconnected from the cause and simply not donate. Instead, make your audience feel invested in your vision and automatically, donations will follow.

3. Create a Powerful Visual Identity.
There’s no getting past it, a well-designed logo will have an extremely positive impact on your audience. After just a quick glance at your logo, your audience will begin to form judgements about your brand. Do you want your brand to be seen as caring and nurturing or driven and strong? Your logo can do that. Your complete visual identity doesn’t end with your logo of course. The images you use, the typography and colours are all important. Every part of your branded communication is speaking to your audience, so be clear on what exactly every element is saying.

There you have it, the top priorities for NGO/ nonprofit branding. Brands aren’t built overnight, they’re a continuous process of learning what works and what doesn’t. So if you think you could use help in any of these areas, reach out to Create Cluster and we’ll get on it.

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