Effective Brands

This past week I’ve been amazed by the spread of the Human Right Campaign’s (HRC) profile image. On Monday they gave their normal blue and yellow logo a red makeover in support of equal marriage as the Supreme Court begins hearings on California’s Proposition 8. They asked their supporters to use their image for their profile picture to show support and it has been a huge success.

One of the things that impresses me most is the branding of the campaign. In particular the HRC is image follows the Three C’s of Branding:

  • Clear: The equal sign is a obvious connection to equality
  • Concise: It’s just two bars but the symbol makes powerful statement
  • Consistent: The profile image for the campaign is simply a color variation on their original logo so it’s easy to see the connection

We’ve written before about how to build your brand  and this is a great example of the impact it can have. So take a moment to make sure your brand stands the test of time.

  1. Define yourself: Work with your team to paint a clear image of exactly how you want to portray yourself to your community.
  2. Keep It Simple: The more information you add, the harder it is for people to decipher and remember your message.
  3. Consistent, Consistent, Consistent: Keep your brand consistent visually and in everything you do.
  4. Create a Relevant Message: Your messaging needs to connect to your brand and be relevant to your audience.
  5. Think Beyond the Obvious: What sets you apart? All nonprofit and community organizations do good work, what makes you different?
  6. Keep it Positive: Your brand is the emotional association people have with your organization, you want people to think positively about your work. Negativity won’t get you anywhere.
  7. Be Committed: Commit to your branding, your message, and who you say you are. That’s the only way your audience will believe in you too.

Effective branding has stopping power, staying power, and selling power. Creating an high powered brand can help you catch attention and get results.

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I have always been active in my community and have tried my hand at many different aspects of social change from preserving historic documents at the Woodrow Wilson Presidential Library to founding Geeks for Good, an organization that matches nonprofits with tech savvy volunteers. Throughout my career, I have worked with 21 nonprofit organizations to create new websites, marketing materials, campaigns, and programs that help build relationships, empower change makers, and create strong, vibrant communities. I serve as Project Specialist at Campaign Consultation, Inc. Read more.

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