What’s In A Brand?

I had the chance last week to speak to a group of young professionals interested in nonprofit leadership about the power of a nonprofit brand. In some ways, it might be closing the barn door after the horse is gone. However, it is still a powerful message: Your brand can save you during difficult times.

Whether you run a billion dollar corporation or a small neighborhood nonprofit, you “are” your reputation. The brands that we trust are our comfort and the backbone of our self image. The less robust brands are blurred even more when we are choosing consumer spending and charitable giving in a tight economy. This is even more true when we try to combine our brands through the strength of cause marketing programs and partnerships.

American Marketers Association defines a brand as basically the logo, icon or image that provides a visual representation of your company. I don’t disagree with this but I don’t think it goes far enough. A strong brand speaks to your audience in an emotional and very personal way.

I drink Diet Coke – not Diet Pepsi. Why? Well, I like the taste but it’s also a brand that means more to me. I remember the group of people trying to “teach the world to sing” on top of a hill and my aunt once had a vintage coke machine full of those wonderful little glass bottles.  Coke tastes better in little glass bottles.

So, even when times are not their best, your brand can evoke strong emotions, revive positive memories and instill confident. Maybe it can also make you smile.