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Does Branding Really Matter for Your Small Business or Nonprofit?

Posted on: October 9, 2019
Tags: Branding
10 Things Branding Can Do for Your Business or Nonprofit

Think branding is just for big business? Think again! Here are 10 things branding can do for your small to mid-size business or nonprofit:

1. Allow you to Gain Control Over Your Image

First and foremost, branding lets you say who you are. You are in control of the narrative. Even better, you have the ability to change your image as your goals change.

Branding is more than just a logo and slogan. It’s an identity, a history, and a promise. When consumers think of your name, they think of what you stand for:

  • Your company or nonprofit's mission
  • Its integrity
  • The community

Letting this power go is one of the worst things you can do. If you don’t declare who you are, the competition may do it for you. 

2. Generate New Revenue

You may worry that investing in branding won’t yield anything but a shiny image. You can set those fears aside; branding can actually help you make money. Your identity isn’t just for show. It’s an essential component to a strong marketing effort that can bring new customers into the fold.

When you take a stand, you may appeal to new demographics, thereby creating more opportunities for revenue. You may also attract new business partners eager to benefit from associating with you.

3. Support Marketing Efforts

Why are consumers attracted to strong brands? Some individuals may mistake this attraction for shallow attention, but it’s quite the opposite. Studies repeatedly show that consumers prefer enterprises that share their values. This is especially true for younger generations, who expect social responsibility from companies they patronize and nonprofits they support.

Branding is the perfect opportunity for you to appeal to old and new consumers alike. You’ve probably dedicated a lot of research to learning what your consumer base values. Branding lets you show you believe the same, whether that includes accountability, strength, or simple kindness.

4. Increase Employee Motivation

Consumers aren’t the only ones who can feel the difference. Branding can make a big impact on employee motivation.

When you build a brand, you give employees a community to belong to. They’re part of something bigger, something they can feel invested in. Companies and nonprofits  with invested workers generally find their employees are more productive and innovative.

You may also notice you’re attracting different hires. Personal fulfillment is a huge factor in how the younger generations rate their job satisfaction. They want their work to have meaning. Branding is a beacon for like-minded individuals to join your enterprise and create something everyone can be proud of.

5. Build Consumer Trust

When consumers feel they know who you are, they’re more comfortable putting their trust in you. You can build rapport through building familiarity with the general population. Research shows people are more likely to buy from a company or donate to a nonprofit they know well because familiarity breeds trust. So how do you become familiar, especially if you’ve reinvented your image? You become as visible as possible.

All your marketing materials should reflect your branding, reiterating your mission and values to all who see them. Your graphics and name can then gradually become part of the consumer lexicon. 

6. Improve Recognition

An essential part of promoting your business or nonprofit s making your name memorable. Even if people love your products or services, how can they recommend them if they can’t remember your name?

Branding can create an image that stays with people. Logos, slogans, and jingles are a big part of this, but they’re not the only part. Your organization’s mission and voice make it memorable when it connects with consumers emotionally. People are more likely to remember an enterprise that makes them feel something.

7. Raise Financial Value

There’s been a lot of talk about values. As it turns out, branding can actually add value — of the financial sort — to your company or nonprofit. Recognition can make your business or nonprofit more valuable if it goes public or becomes part of a merger. Shareholders, board members and partners understand the power of a name, and they’re willing to pay for it.

8. Create a Roadmap

Successful branding isn’t just about what you’ve done, but what you’re going to do. This is especially true of rebranding, when you’re reinventing your image. Your new identity should inform all your future decisions. This runs the gambit from simple choices, such as mug designs, to complex problems, such as sustainable mug production. As mentioned before, branding creates a promise with your customer base to embrace your chosen values. Though this promise will no doubt evolve with time, it should stay at the forefront of your marketing efforts. 

9. Encourage Customer Loyalty

When you keep the promise, customers respond with loyalty. The sense of belonging is a strong motivator for most people, and branding can create that feeling. Why else would individuals wear clothes with their favorite company or nonprofit names, or brag how long they’ve been customers? Shared values are key to laying down the foundations of a community, and communities can become reliable sources of support.

10. Unite Your Assets

Branding also creates a unified vision. Your advertising, merchandise, social media, and other marketing strategies should all be on the same page. This is good for your image and for your efficiency. If everyone in your business or nonprofit works with the same goal in mind, you can be more productive. A unified message is also vital to building consumer trust.

So, is small business and nonprofit branding really worth it? Though it’s a big investment, it yields benefits aplenty. Also remember that if you’re not concerned with branding, your competitors certainly are.

If you're considering a change to your brand, please contact our team to set up a no-obligation discovery call. 

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