Non profit organizations are actually considered big brands, what occurs when the name, emblem or corporate identity require a makeover?
Branding should be brought through the leader and senior management/Committee/Board of the Organisation/Group.
Adopting a brandname model advertising companies allow us numerous models. This is often as easy as a cycle of analyzing the present brand, reviewing it, altering it towards the preferred logo and then reviewing it again. Keep in mind ‘brand’ isn’t ‘advertising’.
After performing an audit of existing materials, talk to stakeholders, including staff, partners, volunteers, service users and suppliers. It’s also recommended establishing a branding group made up of a variety of stakeholders to guide the exercise and behave as both brand champions and critics
To be able to analyse exactly what the charitable organization wants from the brand, hold workshops to go over ‘belief statements’: Who we’re, what we should believe, what we should do, the way we get it done and who we help. You have to try to look for agreement about this inside your organisation/group.
To assist using the process, non profit organizations should conduct an item analysis. This requires seeing the charitable organization like a product, searching at its positioning, its personality and it is brand character. The merchandise might be operating a flying ambulance, managing a meals-on-wheels service or protecting children. To evaluate positioning, the charitable organization must ask itself the way it compares with competitors, who supports it and why, and just what benefits it provides.
The personality from the charitable organization includes its values, whether it’s open, honest, includes a good relationship with stakeholders and also the colours and kind of emblem used.
To evaluate the type of the brand by describing the charitable organization being an animal or symbol. At Amnesty, the re-branding group described the charitable organization being an elephant slow and bureaucratic. It wanted to become cheetah.
To make certain branding matches using the charity’s operations, non profit organizations should think about other conditions, for instance, the way the re-branding matches with proper plans and just how the vision, mission and values of the charitable organization may be affected. These could be a fundamental element of the re-branding exercise although not if your charitable organization is 3 years via a five-year proper plan.
Key steps that should be taken, include ensuring existing materials are re-branded, creating a style guide, putting key messages on posters round the premises from the charitable organization and creating a photo library of images using the new branding.
To apply a re-branding plan, non profit organizations should communicate inwardly and outwardly through newsletters, team conferences or road shows and people updated through the process. There’s a genuine have to bring the exercise to existence and it fun, intriguing and relevant.