Thursday, January 19, 2012

Brand Your Organization

Step 9.

Nonprofit branding is different than branding in the for-profit arena.

Instead of merely telling a customer how to think and feel about a product, nonprofit brands help people take action to do more and be more.

The charity and the donor are co-creators of the brand promise.
For-profits think of products first which creates loyalty to the brand.
Nonprofit Brand Model A traditional for-profit branding model is, “build it, brand it, sell it.”

Nonprofits see the real product as a result of a partnership between them and purpose-minded donors thus creating loyalty through the brand.

Givers Take Image, I want to invest my life in a cause that is significant.

Step 10. Present Your Core Message
Pursuit of Brand Happiness

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