Branding for Nonprofits

Branding is the process of creating clear and consistent messages and repeating those messages so that when people see your logo or hear your name, they will think of your organization in the terms you define.

The right brand holds more than the promise of making you well-known, but well-owned. It is where your stakeholders feel a sense of connection that transcends the services you provide or any marketing piece they may see. They believe in you; they feel that they are a part of you and you are a part of them.

St. Louis Public Radio Branding

If you’re a public radio fan, you might have had this conversation in the past.

YOU: I heard it on KWMU.
THEM: Where?
YOU: NPR
THEM: Oh.

KWMU, the local public radio station in St. Louis, was interested in looking at their brand identity in order to increase awareness and listenership. They asked 501 to facilitate brand discussions with their staff and board. The end result was launched in September 2009: St. Louis Public Radio. The 90.7 KWMU identifiers are still part of the brand but take a back seat to the St. Louis Public Radio name which immediately connects listeners with the parent brands: National Public Radio and Public Radio International.

We developed a new logo, colors and branding guidelines that tie the station closer to its sponsoring organization, the University of Missouri St. Louis.

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