The idea of creating a 'brand' is very trendy these days.
In our age of social media, personal brands are all the rage. When so much of what we communicate to the world about ourselves is on Instagram, Facebook and LinkedIn, we want always to put our best selves forward. We create this 'digital self' by posting images and content that reinforce who we want to be and maintain and reinforce the perception - or brand - that we've created.
But at the end of the day, my partner, my family and my friends all see past this digital me. The images and articles are only a mere reflection of the full sense of who I am, and those who are closest to me can see the real person behind the 'brand.' They know which parts are legit and which simply look good on a screen.
In nonprofits, we too often brand ourselves for the general public. Our audience is anybody, and we spend countless hours finding the perfect 7-word tagline that will surely bring in lots of donations and inspire millions. But at the end of the day, the people you serve see through any flashy logo or tagline. They know that what makes your brand ring true is if you can follow through on the promises you've made.
Today's article takes a deeper look at the brands we create, the words that shape them, and the promises behind them. The authors write: "When creating an effective organizational promise, a nonprofit should consider conducting a full assessment of its current brand environment. This is done by tracing the link between participant/supporter perception and the results generated by the organization; how results relate to board and staff capabilities; and finally, how board and staff capabilities frame a promise to take action based on the organization’s mission and values. By recognizing how perceptions are formed and how they connect to the organization’s mission and values, leadership is able to gain insight into how it needs to reposition its relationship with participants and supporters in order to strengthen the perceived value of their work. Formulating or clarifying a promise provides significant leverage in accomplishing this."
Find the full article here.
