By Jocelyne Daw
Last month, we explored when and why to rebrand. A revitalized brand provides focus, differentiates an organization and helps them to stand out in a crowded marketplace. What other benefits can an organization expect from a strategically developed and managed brand? Here is my top seven benefits list:1. Drives direction and higher performance: A breakthrough brand articulates its mission in a way that is focused and relevant for the times. Its brand meaning provides a uniform direction forall programming, communications, and development activities. When everyone is working toward a shared vision, it creates greater returns. 2. Changes perceptions, preferences, and priorities:A breakthrough brand fulfills deep-seated personal needsfor connection with an issue or cause. It unites groups of strangers in kinship through shared hopes, values, aspirations, and commitments.3. Strengthens an organization's capacity to attract, motivate, and retain the best staff and volunteers:A breakthrough brand makes an organization more attractive to passionate people who believe in and want to be part of its cause. This is critical for long-term success, since nonprofits derive strength from the energy of their people.4. Builds deeper relationships with current supporters:A breakthrough brand stands for something that constituents believe in. By building an enduring brand that showcases its mission and values in action, an organization will attract like-minded volunteers and donors. By consistently delivering on its brand promise, it inspires action and establishes a foundation for long-term success. 5. Fosters visionary ideas and innovation:A breakthrough brand provides the freedom within a framework necessary to spark and test new ideas. Branding is an investment in the future. 6. Connects with new people and generate new resources:A breakthrough brand masters the art of retaining longtime supporters while cultivating new relationships by carefully balancing historic priorities with new initiatives.7. Holds the organization steady and strengthens sustainability, even in turbulent times: A breakthrough brand anticipates and adjusts to inevitable financial and political ups and downs. By grounding the organization in enduring values and focusing it on long-term cause goals, brand meaning makes the path forward clear and direct.