The primitive, the brand logo coincides with the logo image. Still, branding is far more than a logo. Then what is branding? "Branding products and services with brand strength" (Kotler & Keller, 2015). Clearly, this definition is that branding is far more than a logo, a web site, or a brochure
In the past, nonprofits used the concept of brand primarily for fundraising purposes. Today, branding has evolved beyond fundraising goals and has the following benefits:
1). Building Confidence
An effective branding strategy that communicates the impact of nonprofit work creates trust. By sharing activities and progress, people are aware of the nonprofit role in your community. By gaining trust, a nonprofit can easily support its "cause".
2). Lawyer / Extended Supporting Base
Once people get to know the unprofitable job, it's easier for them to get in touch with their own brand. Consequently, not only non-profit loyal adherents will become, but they will also become "supporters". This can serve a wide range of nonprofit organizations. For example, success stories shared on non-profit social sites can be resent and shared by faithful adherents. Such activities have the power to expand the nonprofit base as the wider audience gets through the sharing action
3. Increased Financing Opportunities
A strong brand improves the success rate of nonprofit financing efforts. By creating a positive brand, it will make it easier for both donors and stakeholders to get involved.
4). Facilitating Partnership Development
A strong brand makes it easier for nonprofits to create significant partnerships. The ability to collaborate with other organizations improves the non-profitable ability to carry out projects that are more widespread. This, however, creates a positive perception for the nonprofit and affects the "material source".
5). According to Nathalie Kylander and Christopher Stone (Spring 2012 Blogpost), "the brand embodies the identity of an organization, accepting its mission, values, and distinctive activity". In essence, a branded and implemented brand name efficiently conveys nonprofit ideals to creators and the general public. It helps to create unique value for nonprofit while differentiating it from other organizations.
Thus, its components and the general public will be in a position to get acquainted with the nonprofit's vision while tracking the results. As a result, the process of fostering relationships between supporters (such as volunteers) and sympathizers will greatly improve while strengthening their position.
It is indispensable for a non-profit organization to create an impressive and consistent brand as it promotes public confidence, expands its "funding base, increases" funding opportunities, facilitates the ability to establish partnerships and reflects its identity.
Kotler & Keller: Marketing Management (2015), American Marketing Association (AMA)
Nathalie Kylander & Christopher Stone (Spring 2012). The role of the brand in the non-profit sector [Blogpost]. Unsubscribed from https://ssir.org/articles/entry/the_role_of_brand_in_the_nonprofit_sector#bio-footer