Jane Barwis

 As someone who has been immersed in branding for most of my career, I found it refreshing when I was invited by the American Burn Association to speak at their annual meeting on this very topic. I say refreshing because the audience was comprised of firefighters, first responders and burn clinic specialists - individuals committed to ensuring the safety and health of their local communities. It was, quite frankly, a privilege to have the opportunity to discuss the importance and power of branding with people in the trenches and underscore the notion that branding impacts every organization.

 The presentation was built around a simple message - a nonprofit brand is the mission statement brought to life. While major corporate brands and products may have certain advantages and perceived value (see rankings by BusinessWeek), nonprofits have as much to gain, or lose, when it comes to effective branding. This principle applies to even the smallest, little engines that could.

 For nonprofits, leveraging the power of the mission through the brand leads to greater success in critical areas like development and funding; growing the volunteer and member support base; securing corporate partnerships and program sponsors; and establishing emotional connections with various audiences.

 At the end of the presentation I asked the following questions, which I encourage you to consider, as well:

 Can you briefly describe what your organization stands for?

 If you can’t do this in 20 words or fewer then don’t expect others in your organization to have a clear view of what the purpose is either. What your organization stands for should be crystal clear and concise if you expect to share its common value between members and outside audiences.

 What is its mission?

 Again, the mission of any organization should be clear to both internal and external audiences. If it’s not, consider what you’re working toward and outline any broader goals or maxims that help define the essence of the organization.

 Who do you serve and what differentiates your organization?

 Are you easily able to identify the audience you serve, or how about the audience you want to reach? Can you tell them directly how your organization impacts them or what role you expect them to play? A nonprofit mission should be specific about what group or interest it serves and the differences between the organization and any others that occupy the same space.

 If you asked these questions to everyone in your organization, would the answers be the same?

 If not then it’s definitely time to reconsider your organization’s mission statement. Have you revisited your mission statement lately? What does it say about your organization, its purpose and the people it serves?

 Have something to add to this list or just want to comment? We’d love to get your thoughts on these tips and your own.

 - JB