In examining the aspects and strategies that increase your brand’s strength, it becomes clear how a consistent and unified approach produces the best results for your organization and mission.

During the May 13, 2020 Kids Chance National Conference webinar, Brad McCormick, Principal, 10 Louder, led the discussion on coffee, cows, fatigue, bears, memory, hamburgers, guardrails, and schools of fish. And yes, this all did fold into how having a well-established brand provides many benefits – recognizability, community, and credibility among them.

Key Take-Aways

About the Coffee and Cows

‍Branding’s fundamental purpose is to identify the source or product of the product or service. Thinking about those cows, they were first branded in 4000 B.C. in Egypt. A little later, cows were branded so that ranchers could both prevent theft and identify their cows as different cows grazed in the same fields. Jump ahead a bit and look at branding from your own vantage point as you enjoy your morning cup of coffee. What is the price you would pay for that cup of coffee? Are you “just” buying a cup of coffee? Are you buying a branded good? Are you buying a branded service? Are you buying a branded experience? Your cup of coffee has a lot to say about branding, particularly when you consider what you are paying for the cup of Maxwell House coffee vs. the cup of Dunkin’ coffee vs. the cup of Starbucks coffee! In the branding world, that’s the tangible vs. intangible value of the brand.

‍Competition in the 501(c)(3) World

‍Nonprofits are in competition with other nonprofits in vying for the “shared wallet” of donations. Issue fatigue sets in when customers become overwhelmed in trying to figure out where should they care and what should they care about. It’s a day-in day-out battle: How do you make your cause and your story memorable and stand out?

Branding has become a more important tool in providing people shortcuts in decision-making relative to identifying worthwhile organizations that have integrity. Many national nonprofits have instantly recognizable brands, while also having localized footprints. They recognize the power of having a single uniting brand to bring people together.

‍Only You Can Prevent _____________

‍In trying to engage the public, people’s abilities to focus, remember, and pay attention are shorter than ever. Competition is coming from businesses, media outlets, and YouTube cat videos. The average adult has 500 unread emails. Digital advertising is sold in units of one-second exposure. We are living in an age of attention scarcity, where it’s harder and harder to get and keep people’s attention. What to do? Think about your marketing as creating and refreshing memories. And in the creating and refreshing of memories, remember that repetition is the mother of memory (or your brand).

‍Consistency Does Not Mean Identical

‍A brand must be consistently communicated to consumers across all media and over time. However, there is room for different communications that support and reinforce each other. Look for creative ways to bring the brand to life, all working together to build consistency, repetition, and brand equity.

It’s a completely normal dynamic to have a tension between national and local branding. At the local level, the branding may feel confining. However, these brand standards are actually guardrails which prevent the brand from being watered down while still delivering on the market value of the brand and a consistent experience. Coordination and balance between national and local ultimately equal a more powerful brand.

Moreover, this powerful brand energy is truly amplified by the guardrail constraints, ultimately focusing attention and channeling creativity. Try it out by using a “yes and” response to ideas rather than “no because” rebuttals when considering your branding opportunities.

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