The Importance of Branding for Non ProfitsTax Professionals' Resource
October 10, 2012 — 1,237 views
The Importance of Branding for Non Profits
One of the biggest misconceptions about running a non-profit is that customer and brand loyalty aren’t criteria for success. Well, the fact is, nothing could be further from the truth. Regardless of the type of non-profit you’re running, you must pursue proactive strategies that increase your brand awareness and increase your customer retention. After all, your company is constantly pursuing new opportunities, constantly trying to retain customers and constantly trying to keep customers aware of what you and your enterprise have to offer. That involves a brand awareness strategy focused on keeping your product or service front and center within your market. So what can you do to ensure that your brand speaks directly to your customers?
What Should Your Brand Say?
What is your brand supposed to say about your non-profit business? For instance, do you want your brand to accentuate the fact that yours is a non-profit enterprise, or would you rather focus on accentuating the strengths of your non-profit’s products and services? Answering this question will define what approaches you take to building your brand. If, for instance, you determine that you need to build your brand around your product offering, then a strategy that builds customer loyalty is likely the best option. In this case, you need to build customer loyalty in order to build brand loyalty.
When thinking about the relationship between brand and customer loyalty, think of how some companies have the best products to offer, but simply lose business because they lack the proper service levels. After all, how long would you continue to buy a company’s products if you felt the service was subpar? The relationship between brand and customer loyalty is as true for a non-profit enterprise as it is for an enterprise built on profit. After all, your non-profit isn’t just competing against other non-profit enterprises. Ultimately, your enterprise is part of a larger market, one where multiple competitors are competing for the same customers. In essence, your customer base doesn’t care about whether they’re buying from a non-profit company; they want to purchase from the enterprise that provides the best product and services.
Don’t assume that because yours is a non-profit that branding isn’t important. To your customers, your enterprise is like any other. Your customers are looking for the best product and services available in the market. This means your entity must focus on building its brand and increasing its customers’ loyalty.