Comments on: Branding Is for Cattle - A Lesson for Nonprofits http://www.nonprofitmarketingguide.com/blog/2007/05/02/branding-is-for-cattle-a-lesson-for-nonprofits/ Written for do-it-yourself nonprofit marketers and one-person nonprofit communications departments. Mon, 13 Oct 2008 09:39:40 +0000 http://wordpress.org/?v=2.6 By: Mark Rovner http://www.nonprofitmarketingguide.com/blog/2007/05/02/branding-is-for-cattle-a-lesson-for-nonprofits/#comment-7017 Mark Rovner Tue, 08 May 2007 05:33:17 +0000 http://www.writing911.com/blog/2007/05/02/branding-is-for-cattle-a-lesson-for-nonprofits/#comment-7017 I completely agree, with one exception -- color schemes and logos are not branding. Branding is defining the essence of what makes an organization unique and compelling. One huge part of the problem with the NPO branding discussion is focus on relatively minor brand "attributes" -- color, logo, tagline, etc.. Good branding will inevitably touch these attributes, but that's a tiny fraction of the benefit of a solid well-honed brand. I completely agree, with one exception — color schemes and logos are not branding.

Branding is defining the essence of what makes an organization unique and compelling. One huge part of the problem with the NPO branding discussion is focus on relatively minor brand “attributes” — color, logo, tagline, etc.. Good branding will inevitably touch these attributes, but that’s a tiny fraction of the benefit of a solid well-honed brand.

]]> By: Shelly Ivey http://www.nonprofitmarketingguide.com/blog/2007/05/02/branding-is-for-cattle-a-lesson-for-nonprofits/#comment-6808 Shelly Ivey Sat, 05 May 2007 16:26:11 +0000 http://www.writing911.com/blog/2007/05/02/branding-is-for-cattle-a-lesson-for-nonprofits/#comment-6808 It's refreshing to hear your stance on branding. So many companies are getting wrapped up in creating a new image. It's too easy to lose sight of the organization's purpose and often that purpose is to serve people. Branding cannot and will not solve all your problems. If anything, it will cause more issues. Not everyone will agree on the new logo and even community members will gripe. Branding can be beneficial, but only when used thoughtfully to reach your audience better. I couldn't agree more with your thoughts. Thanks! It’s refreshing to hear your stance on branding.

So many companies are getting wrapped up in creating a new image. It’s too easy to lose sight of the organization’s purpose and often that purpose is to serve people.

Branding cannot and will not solve all your problems. If anything, it will cause more issues.

Not everyone will agree on the new logo and even community members will gripe.

Branding can be beneficial, but only when used thoughtfully to reach your audience better.

I couldn’t agree more with your thoughts. Thanks!

]]> By: Katie Riker Sternberg http://www.nonprofitmarketingguide.com/blog/2007/05/02/branding-is-for-cattle-a-lesson-for-nonprofits/#comment-6442 Katie Riker Sternberg Wed, 02 May 2007 16:34:24 +0000 http://www.writing911.com/blog/2007/05/02/branding-is-for-cattle-a-lesson-for-nonprofits/#comment-6442 Bravo. Couldn't agree more. And, I'll add that a new logo or color scheme won't get you anywhere unless you have a really good strategic marketing plan. That is know exactly who your targets are, best messages that will convey your point of difference and the measurable strategies and tactics that will take you the rest of the way. Too often the conversation of marketing gets steered towards color schemes and logos as opposed to strategy. Bravo. Couldn’t agree more. And, I’ll add that a new logo or color scheme won’t get you anywhere unless you have a really good strategic marketing plan. That is know exactly who your targets are, best messages that will convey your point of difference and the measurable strategies and tactics that will take you the rest of the way. Too often the conversation of marketing gets steered towards color schemes and logos as opposed to strategy.

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