How to Create a Brand Promise

Earlier we introduced the concept of Brand Promise in the post, The Brand Promise: What does it mean for the Nonprofit and Public Sectors? In this post, we’ll go more in depth on how to craft it.

Consider the following brand promises:

Scott Russell, who is a motivational consultant and co-founder of Russell & Russell Consulting, promises “Open and honest leadership delivered with humor and a smile.” The NFL: “To be the premier sports and entertainment brand that brings people together, connecting them socially and emotionally like no other.” Virgin Worldwide: “To be genuine, fun, contemporary, and …read more

The Brand Promise: What does it mean for the Nonprofit and Public Sectors?

When you think of a brand, what’s the first thing that comes to mind? Maybe it’s the catchy tagline (“Be all that you can be,” “Don’t leave home without it,” “I’m lovin it”) or a recognizable logo (Red Cross’ red cross, Nike’s swoosh, McDonald’s golden arches). While these words and images are an important part of reflecting the brand, they are not the total brand. The heart of a brand is its promise. Consider this quote from the whitepaper, Nonprofit Brands in the Age of Supporter Shift, by Marc Chardon, former President and CEO of Blackbaud:

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Building Your Brand

Corporations build strong brand identities to sell merchandise. Successful brand associations lead satisfied customers to buy the company’s next new product.

Nonprofits build brand identities to engender trust in their good work. Successful brand associations lead to media attention, respect, and funders.

There are steps that you can take to establish a brand, no matter how small or large your organization:

• Identify your constituency

The first, and most important, step in branding is to define whom you are serving. Defining your target audience gives you a “client-centered” approach to your project rather than a “program-centered” approach.

Be aware that …read more