Spotting an exceptional brand is easy, but building one is one of the most important challenges every organization faces. So how do you build a brand that breaks through? And is there a difference from one sector or industry to the next? That was the challenge that I was presented when approached to write a chapter for the internationally published book “The Brand Challenge”. My biggest takeaway - business can learn a lot from great non-profits!
What is a brand? A brand is a collection of perceptions about an organization, formed by every communication, action, and interaction. It is what people collectively say, feel, and think about your organization. In short, it’s your reputation, identity, and good will with stakeholders and in the community.
Cause marketing is the new corporate-nonprofit engagement, a nonprofit mission-based fundraising and marketing tool, and a growing corporate marketing and social responsibility discipline. Today, almost $2 billion is spent on cause marketing in North American and it provides over $6 billion of marketing support for causes annually. And it’s growing – over 65% in the past three years!