Purpose-driven brands are no longer a rare bird, nor is marketing for NGOs a practice that raises suspicions. Generating a positive impact on society is almost on par with achieving economic profit. Citizens demand it, and it’s the smartest option, as is giving branding the importance it deserves.
Branding is a key tool for purpose-driven brands. Therefore, if you want your organization’s values to translate into a recognizable, positive, and coherent brand, you must dedicate time and resources to it. It’s not enough to simply present yourself to the world; you have to connect with it.
Today we explore how branding and corporate identity play a crucial role in building purpose-driven brands and why they are essential in marketing for NGOs and other third-sector organizations.
Much more than a logo: how branding boosts brands with values
A cool logo? A memorable slogan like few others? That’s all very well and good, but a powerful corporate identity is much more, especially if we want it to fully reflect the organization’s values and mission. For the third sector and, in general, purpose-driven brands, we’re talking about a fundamental pillar of their strategy. Because if we don’t convey trust, commitment, and authenticity, we’ll be done for.
But standing out in an environment saturated with social causes and organizations is a challenge. Although NGOs don’t compete with each other like businesses do, many organizations address similar issues, so each must clearly differentiate itself.
This is where NGO marketing becomes relevant. Strong branding not only helps capture attention but also maintains the interest and loyalty of donors, volunteers, and society at large. And graphic consistency and a well-thought-out design are essential to building and maintaining this connection.
Corporate Identity: Differentiation and Coherence
So, how do purpose-driven brands differentiate themselves? Without a doubt, with a unique and clear identity. This includes:
- Clear values and mission: There can be no doubt. Committed brands, more than anyone, must effectively communicate what motivates them and their impact on society.
- Powerful storytelling: Sharing the organization’s story authentically helps create an emotional connection with the public, which is essential for those seeking to support social or environmental causes. Furthermore, storytelling facilitates the transmission of the organization’s values and mission, effectively communicating the principles that underpin them.
- A unique and coherent design: If you want to be recognized and remembered, you can’t have a run-of-the-mill design. We receive thousands of advertising impacts a day, and our brains tend to disconnect. Imagine how important it is for your design to be clear and for all visual elements to be thought out, putting graphic coherence at the center.
Design has a significant impact on the perception of your brand with values.
By now, everyone surely agrees that design is not just about aesthetics. It’s an essential tool for communicating powerful messages about who we are and what we stand for.
Design plays a crucial role in brand perception, especially for third-sector organizations and brands with ethical values. Beyond aesthetics, graphic and visual design effectively communicates corporate principles and identity.
For these organizations, a well-crafted design is not only visually appealing but also conveys authenticity, trust, and commitment to their causes. The choice of colors, fonts, and visual elements can significantly influence how they are perceived by their audiences and how they connect emotionally with them. It is essential that the design reflects the organization’s core values, ensuring consistency and resonance with its target audience.
Branding to Achieve NGO Objectives
Branding in NGOs drives strategic results, which are essential for achieving their long-term goals.
These include:
- Greater loyalty and engagement: For NGOs, maintaining the long-term support of members, donors, and volunteers is crucial. Branding helps create a lasting impression that motivates these groups to continue supporting the cause.
- Reputation Strengthening: Consistent communication strengthens the NGO’s identity and messages, establishing its position as an influential and necessary entity in society.
- Expanding Reach: Effective branding expands the NGO’s visibility, allowing it to reach new audiences and generate support for its causes and actions.
How to define NGO branding?
First things first, objectives
The first question every NGO should ask itself is what its objectives are and how they are reflected in its branding. The general objectives should be closely related to the cause they defend and support.
Branding, in this context, seeks to raise awareness of this reality and secure support of all kinds, from spreading the message to donations of resources such as food, materials, and funds.
The target audience
Yes, NGOs also have to think about their buyer personas. Although they don’t sell products, they do seek to connect with an idea or a cause. That’s why it’s so important to know the type of people you’re targeting.
Donors, volunteers, members… there’s no single audience, just as there’s no single way to support a cause. Each audience needs differentiated and tailored communications.
The actions to be taken
This refers to all the content generated by the NGO to spread its message among its audiences and achieve its objectives. Some tips:
- Prioritize video and photography. They’re the best way to bring people closer to distant realities. We’re talking about anything that generates impact and, above all, moves them to action. Check out Implícate’s portfolio if you want to see some good examples.
- Create good storytelling to connect and build empathy. Storytelling is a powerful branding tool, especially effective for NGOs.
- Multi-channel actions. Don’t forget: always adapt content to different audiences and channels.
- Be transparent. Show who’s behind the organization, humanize the brand, and share the team’s daily life. You’ll gain trust and credibility.
- Make it easy. Those who receive your message should feel that collaborating is simple. An accessible, well-designed website that’s consistent with the corporate identity is key.
Imlícate is a marketing agency for NGOs and purpose-driven brands that believes every project has a unique story worth telling. We do it in the most authentic and committed way possible, using the tools we master best: video and design. We help you connect with your audiences, generate impact, and, ultimately, make the world a more livable place. Shall we talk?
