Part 3: Costs

In Branding by Steve Brock

In my first branding post, we looked at how hard it is for non-profit organizations to carry out an effective branding (or rebranding) process due to the complexity of the process. In my last post, we found that for most ministries, thinking like a 7-year-old can help you stop thinking like an insider.

The simple approach works from a communications and implementation perspective. But it also addresses a third challenge that non-profits have: the rebranding process costs money. Sometimes, a lot.

But does it have to?

On one level, yes. A good brand affects everything you do. Every touch point with your audience will be affected by the brand. Thus, you’ll likely have to not only replace business cards, letterhead and signage, you’ll also need to rethink how that new brand will be lived out among your staff. That could mean changes to their performance reviews and metrics, new training or brand-specific materials for them to have and use.

But on the other hand, no: rebranding doesn’t have to be as expensive as it sometimes is. The key is knowing where you’re going.

Want to save the most money on rebranding your organization? Take time and invest in the often overlooked work of developing a “brand identity” that defines the unique way you carry out your mission. Get the strategy right and all the execution pieces will be both easier and cheaper.

So we’re clear on what we mean by brand identity, let’s walk through a part of Masterworks’ recommended branding process.

brand_grapic_-_3_houses

Branding is an investment. But it can cost you a whole lot more if you don’t invest in doing the brand identity and foundational work right. That means thinking through what makes you relevant and distinctive and then translating that into simple concepts your staff can understand and live out in their daily jobs.

This post is the 3rd part of an ongoing series on non-profit branding. Read the other posts: