5 Fears of Branding and How to Overcome Them

Branding or re-branding your organization can help engage new supporters and build pride and excitement with your current ones. A well-branded organization conveys the message that it knows what it stands for and where it is going. Many nonprofits, however, fear developing and maintaining a brand, despite all the benefits. Read on for some of the most common fears of nonprofit branding, and advice on how to overcome them.

 

Fear 1: If we change, our current supporters won’t recognize us.

It makes perfect sense that you don’t want to forsake any current brand equity your organization has developed. But, if there is a compelling reason to re-think your brand, don’t let the past hold you back. Turn change into a positive, and make it one more reason to reach out to supporters. Let them know your organization wants to communicate as clearly as possibly, and should have an image that reflects the good work it does.

 

Fear 2: Branding is too expensive.

We aren’t going to lie…there is an investment in re-branding. But you can think strategically about how to fund the brand development and the implementation. Many of our clients have received grants from foundations or large gifts from donors for branding efforts. And remember, re-branding doesn’t have to happen all at once. It can be implemented over time, as items need to be replaced or as budget allows.

 

Fear 3: We are hesitant to let go of the past.

Your founder’s uncle who was a part-time artist and loved flowers designed your logo. So for the past 20 years your logo has been a flower and you just couldn’t bear to change that. We understand that some elements of your brand have meaning. But being influenced by the past doesn’t mean being held captive by it. There are ways to take those elements, whether it’s a flower, or a tagline, or certain colors, and update them to make them work within your new branding. Having a brand that is current and relevant says that the work you do is current and relevant. Staying tied to the past may be telling your supporters or would-be supporters that your organization is too.

 

Fear 4: If we look too good, donors will think we don’t need their money.

Having a cohesive, professional image can attract donors. A client once looked at logos we created and said, “We can’t look like this. We are just a poor, little nonprofit.” That kind of thinking will keep you a poor, little nonprofit. When you look at the major institutions and successful nonprofits in our community, do they look professional? Probably. Does that keep them from attracting donors?No way. Professional is different than flashy. A professional appearance communicates that you take your mission seriously, and are approaching it in an organized, deliberate way.Create a brand that is a true reflection of your organization’s personality and you will attract supporters.

 

Fear 5: I/My board/My staff fears change.

Change is hard. If you or your organization is struggling with the concept of change, make sure you understand the reason for change and its benefit to the organization. How will life be improved if you have a stronger brand? Will materials be easier or cheaper to produce? Will you finally have a website that won’t make you flinch when you hand out the URL? Will you be able to attract a higher-level donor or compete more effectively in the marketplace? Once the benefits to the organization are clear, you can ease some of your fears and move forward.

Read about organizations that overcame their fears and upgraded their brands