The 5 Big Benefits of a Strong Brand
Nov 25, · From marketing to human resources, a strong brand will benefit your entire organization. Whether to support a new strategic brand building project or to reinforce the importance of ongoing upstream marketing initiatives, below is a comprehensive list of organizational benefits generated by a strong zi255.comted Reading Time: 6 mins. Jan 04, · On the other hand, a strong brand can help you attract and recruit talent. 2. Credibility/Trust – A strong brand will help you be more credible. According to Forbes, “With so many companies competing for customer interest, the ability to truly connect with your users in a way that forms a sense of trust is critical.”Estimated Reading Time: 9 mins.
Your nonprofit organization or foundation already has a how to open a business in hawaii, whether or not you've invested in a formal branding process. Your brand isn't your logo, and it isn't your mission statement either. It's the set of thoughts and emotions that come to the mind of your audiences when they read about your work or think about your organization. You can do a lot to influence how your organization is perceived.
It doesn't require a huge budget, and it doesn't involve trickery what type of doctor does mammograms pretending benwfits be something you're not. It's just the opposite. The clearer you benefirs be about what your organization stands for - and why that matters - the better chance you have of securing the support you need to get your work done.
But is making the effort worth it? It may feel uncomfortable to think of competing in the nonprofit sector. After all, every organization is trying to do something good in the world, so why frame others as the enemy?
The reality is that your supporters have choices - lots of choices - about which organizations to bolster. And they aren't limited to the organizations that are obviously similar to yours. Your supporters are comparing you to each and every solicitation they receive from other nonprofits. A clear, strong brand is a gift to your would-be supporters because it saves them valuable time and attention.
Rather than wondering whether your organization is the best choice, they know it intuitively because your brand has consistently sent them strong, positive signals that allow them to trust you above others. They were accused of illegal activities surrounding use of public funds. Though ACORN was later cleared of what to do with elephant ears in the fall wrongdoing, their financial support disappeared virtually overnight, and they had to end how to bank in money using atm maybank after 40 years.
Compare that brad the outcome of the sting staged by the same conservative activists against NPRin which the activists manipulated a taped interview of Wjat head fundraiser. This story was in and out of the public eye within 48 hours. The news media covered the story, but the negativity didn't stick to this well-respected public media organization.
When your organization sends consistently positive signals through your word choice, appearance, and actions, the occasional slip-up is more likely to be overlooked by your supporters.
It's just as you feel about your good friends: One quality that bothers you isn't enough to end the relationship. Each of us likes to associate with beneftis that make us feel good about ourselves, and that send a positive signal to the world about who we are. That's why people proudly tote their PBS bag to the farmers market and sip coffee from their Sierra Club coffee mug. If you stand for something clear, powerful, and strong, like-minded people can easily find you.
And when they feel good about being part of your work, they proudly promote you to their own networks. With a clearly defined brand, everyone who works or volunteers for your organization understands what he or she can do to embody your brand every day.
They keep it alive and in reach for all your supporters. We tend to think of financial donors, volunteers, and program participants as the brass ring - the prize for effective branding and strong communications. But there is another stakeholder group for whom the strength of your brand matters: paid and volunteer staff. Having a brand that powerfully conveys a big, appealing idea will help you attract the best and the brightest and will help you retain them when another organization tries to lure them away.
Clarity around brand is the cornerstone of effective communications; a clear brand provides the guide for shaping the messages and activities of your organization. Knowing your brand will help you tell the story of your work in a clear and compelling way that sets you apart. What benefits has your organization seen as a result of having a strong brand? Share your story in ard comments below.
Zach is a branding and strategic communications expert with a gift for imagining and then translating organizational initiatives into creative solutions. Enter your email address. Interested in henefits a guest writer for our blog?
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I thought about this perspective for a bit. In his world, until MESH showed up, his company probably did seem just like other companies that do what they do. Or a tagline. Off- AND Online. And making sure that you have a strong brand is key—because there are quite a few benefits your business can reap due to a strong brand. Recruiting — According to entrepreneur. If social-media postings about working for your company are overwhelmingly negative or employee reviews repeatedly point out an important weakness, some candidates may choose not to interview with your firm.
THAT is recognition. But a strong brand is by definition recognizable—making it easier for your buyer to establish trust. Think about the last time you made a purchase. Did you select the solution that you recognized and trusted?
Or did you go with a no name, no reputation solution? Loyalty — There is a lot of discussion about how brand loyalty is dead. Even Millennials have been accused of killing it. But in our experience and here are some good examples , brand loyalty is alive and kicking—and powerful—even if you have to pay a little for it. Extension — When done well, a strong brand can help you extend your product or service into new areas.
Bonus Tip: Defense — If you have a strong brand, you can leverage this to help you work through—and survive—a public crisis like disgruntled employees, a product recall, negative customer feedback, or even a smear campaign by a competitor. The growing ubiquity of social media has the potential to turn a PR blunder into a firestorm. In fact, large companies today also anticipate being tweeted at by the President of the free world. Thankfully, just as social media can tear a brand down, it can also help prop it up.
But first, you should respond to crises sensitively and appropriately, a feat that some companies have achieved long before Facebook and Twitter were household names. Take responsibility for the situation and act quickly The worst reaction—and way to use social media for a PR crisis —is to cover it up and defend your company.
The best strategy is to own up to the issue and issue a statement immediately on your social media page s. Creative brands either ignore trolls or defeat them with witty answers, frequently to the applause of their fans and followers. But brands that have mastered the PR game are careful not to dismiss genuine criticisms from their social community. Others learn it the hard way. Cheerios issued a tone-deaf explanation, saying that it had only intended to mourn the loss of the Minneapolis-born legend.
Learn from the crisis and establish corrective action Online criticisms are opportunities for learning. A PR crisis can help you understand your audience at a deeper level and fill the missing pieces of the customer analytics puzzle. You may discover that some of your customers prefer to be always politically correct, which means you cannot afford to post an Instagram picture or retweet something that can be mistaken as racist, sexist or insensitive. While smaller mistakes will be quickly forgotten, major ones that directly impact sales and competitiveness require more attention.
For one, the notification about the safety issue was not prominently highlighted on their website and easily missable. A winning response would have seen the multinational brand acknowledge the manufacturing fault, communicate it quickly instead of issuing wrong information, and resolve the battery problem on a priority-basis. Invest in the RACE public relations model: research, action, communication and evaluation. A systematic approach to PR crises can prevent missteps and help you focus on areas that need the most attention.
Increase positive sentiment Brands that know a thing or two about surviving PR crises will agree that making amends is more than implementing corrective action, though this is also critical.
If a tweet or advertisement earns you bad press, your PR team should devote effort towards changing the negative perception about your brand by continuing to talk after the crisis. You want to get out there and tell people that you are capable of good, appreciative things. In only 18 months, the brand managed to turn the situation around and increase cruise purchases by leveraging earned media.
Carnival Cruise Line created a pipeline of good news to soften the blow of the bad news. If you have a social media advocacy program in place, you can rely on your staunchest fans and followers to support you during a PR crisis. Dell , IBM, Cisco, Sprint and Deloitte have hundreds of thought leaders and advocates who the companies mobilize to address critical situations on social platforms. Have you had to survive a PR crisis? Were you able to leverage your own strong brand to survive it?
If so, how? Do you feel that your brand is strong enough to sustain a substantial PR crisis? The new minion movie Minions: The Rise of Gru was planned to hit theaters this summer, but Illumination Entertainment announced that current events would delay it until July Since the film already made an Content marketing is getting harder every day. Have you spent time and money on marketing efforts that you thought would pay off, only to discover that your awareness and engagement are flat?
Or, even worse, declining? And maybe you feel like you have no idea why Account-Based Marketing Agency. B2B Content Marketing Agency. Medical Device Marketing. Created by MESH. Branding Competitive Analysis Public Relations.
January 4, Benefits of a Strong Brand 1. Components of a Crisis Management System Create a crisis communications team that will decide the best course of action and communicate a consistent message to internal and external stakeholders. Brainstorm on potential PR emergencies, and determine the most appropriate response to each.
Imagine scenarios, assign roles, and create brief holding statements for various scenarios. Draft a list of all key internal and external stakeholders who should receive news of any major PR crisis on an immediate basis. Identify who will serve as the spokesperson s and who can be authorized to talk to the press. Revisit the plans to assess if you need to add more actions or modify your tone. Bill Schick As Founder and Chief Digital Officer, Bill brings insatiable curiosity, classic style, a love of loud guitars, and deep affection for his Maine Coon to our team.
View all posts. Why is Brainstorming Important for Your Brand? You may also like. Branding Marketing Strategy. Competitive Analysis Content Marketing.