You’ve got a great cause and the passion to pursue it – but how’s your marketing? Are you making a fatal mistake with your branding?
If marketing were easy, everyone would excel at it.
Thing is, it’s not. There’s a lot that goes into devising a successful marketing strategy. You need to know your target audience, for one – you need to know what they’re looking for, and what resonates with them. You need to understand what they care about, and what sort of language they best relate to.
But more importantly, you need to understand yourself, too. What’s your core message? What sort of personality do you want your brand to have? And sure, you want to make the world a better place – but how do you intend to do that, exactly?
And why do you want to?
These are all questions you need to ask yourself at the outset, before you even think of hosting any sort of charity event. Because if you don’t know the answer to them, you can’t rightly expect anyone else to, either. As a result, your messaging will end up blurry and confused – and it’ll inevitably wind up getting lost in the noise made by the thirty other nonprofits that are trying to attract your audience’s attention.
Of course, even if your branding is on-message, you also need to think about how your logo looks.
“The two big reasons nonprofits often deal with brand confusion is that their logos are matchy-matchy,” reads a post by branding agency Frog-Dog. “In innocent cases, it’s because a color or symbol signifies something related to the cause. So many cardiovascular and HIV/AIDS causes pick red, and cardiovascular causes play with heart icons while HIV/AIDS causes incorporate red ribbons. The problem is that it becomes difficult for the average person to distinguish between the brands.”
What can you do about that, though? A few things, actually:
- Avoid using multiple logos for the same nonprofit. Just as your messaging needs to convey the same sort of language and personality on every platform, your branding needs to be unified and
- Avoid aping what other nonprofits in your field have already done with their logos. While it’s alright to use similar colors or imagery, do something interesting with them. Be unique – don’t just settle on the imagery common to your cause.
- If you see another organization infringing on your logo, do something about it. If you allow copycats to flourish, then even the most unique logo will end up looking boring and samey.
- Design your brand logo with your audience in mind. Ask yourself what sort of imagery your target demographic would love to see in a logo, and see if you can make something from that.
If you’re running a nonprofit, it’s to make the world a better place – and that’s awesome. But good intentions aren’t all you need to be successful. Without an understanding of marketing and knowledge of branding, even the best intentions won’t bring people to your side.