Increase your income and donations with meaningful branding
What is branding?
Branding is the process of conveying specific meanings about your brand using your brand identity. It is about advocating for your cause or goal and being heard by your audience. It is about getting your brand recognised as an ambassador for your cause or goal. This will increase your income and donations, as you are seen as the right brand to support.
Are marketing and branding the same?
No, they are not the same. Marketing is made up of market research, branding, advertisement, and PR.
You need to start with your market research by researching your target audience and competition, and developing your market proposition, and message. Branding then focuses on promoting specific messages using your brand identity. Lastly, you can use advertisement and PR to distribute and raise awareness of your brand.
Why do some campaigns succeed and others fail?
What makes your audience connect and engage with your cause or goal? It is important that you talk to your audience and find out what matters to them. This will help inform your organisation's overall work as well as help define the messages and deliverables for your campaign.
Tone of voice
What and how your brand says things matters. It is important to keep the tone of voice consistent across all of your communication and marketing work. Identify and build a personality that represents your brand, then speak and act like them. Showing up as a person behind a brand helps your audience connect with the personality and ultimately, with the brand.
Brands often struggle with either one of these two things: a flawed brand identity or inconsistent branding. A flawed brand identity means having a logo or brand asset that doesn't quite resonate with the target audience. Inconsistent branding means having various colour schemes and image styles across your brand assets. Only when you have a distinctive logo in various formats and clear brand guidelines, you can start your branding work. This is because otherwise there will be a disconnect between what you are saying and what the audience is seeing.
This is where the magic happens! In a time of information overload, we need to use creativity to inspire and add some magic to people's lives. Maybe it's about hand-delivering campaign merchandise to your audience, or creating a community pop-up event. Do something that your audience doesn't expect from you, but would love to have from you. This is how we can make campaign work memorable.
How JND can help you
Helping you understand what's working and what isn't working for your brand.
Scaling your impact through an effective strategy for your campaign.
Creating print and digital assets that give you the tools to market your brand.
Winning more pitches with a branded pitch deck that communicates the right message to funders and stakeholders.