$20.00 – $159.00
Most of us recognize branding as a potential tool for fundraising, marketing and communications. Our brand should differentiate us, build trust, acquire resources and establish partnerships. But the most successful nonprofits have learned to think about branding playing a more strategic role, involving all the key players in your organization. Every day we see the power of branding as it relates to Apple or Starbucks, but nonprofits often make the fundamental mistake of believing that there’s no value in a brand unless you can sink lots of money into marketing it.
You are in a position to create a powerful brand that moves people to want to support you. But that means everyone in the organization must recognize and understand your brand before it can have any impact on your audiences. This class will make you appreciate the power of your brand so you can harness it, even without a big budget to back it up. You’ll go from the basics of what makes a brand to what your brand can do for you, who is in charge of it, and how you can strengthen it. Get excited by the prospects of how to shape and articulate your brand, with limited resources, and how to manage and evaluate branding strategies so that they support your message and your mission.
“You are a brand whether you like it or not….you’re going to leave some impression in a person’s mind [and] it’s your choice whether you want to actively manage that impression or whether you want them to come to their own conclusions of what they think about you. It doesn’t matter whether you’re a one person advocacy organization or a transnational (international non-governmental organization).”
-Ingrid Srinath, World Alliance for Citizen Participation