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Nonprofit Branding Lecture
Transcript of Nonprofit Branding Lecture
Branding in the charity/nonprofit sector
What is the third sector ?
Defining charities in the UK context
Branding in the charity context
the third sector
CharityComms’ Branding Inside Out Best Practice Guide
the part of an economy or society comprising non-governmental and non-profit-making organizations or associations, including charities, voluntary and community groups, cooperatives, etc..
Oxford Dictionaries 2013
A charity in the United Kingdom is an organisation that takes “a distinctive legal form and has a special tax status” (Sargeant 2011). They can be described as independent non-profit making organisations set up for charitable purposes (Sargeant 2011).
The ‘third sector’ is the term used to describe the range of organisations that are neither public sector nor private sector. It includes voluntary and community organisations (both registered charities and other organisations such as associations, self-help groups and community groups), social enterprises, mutuals and co-operatives.
National Audit Office 2013
Charities are operating in an increasingly competitive environment especially in those times of economic downturn. They are competing to get their voices heard, to get more funds, to attract volunteers, to be top-of-mind in their respective sectors, to lobby for their causes, and so on.
Wootlife and Deri (2001) reffered to nonprofit brands as the “world’s super brands” (p. 157) further to a study revealing that on issues related to the environment, human rights, and health, nonprofits were more trusted than governments, corporations and the media.
"Managing by brand"
Hankinson (2000) was interested in exploring how charities were engaging with branding. She defined brand orientation as “the extent to which the organisation regards itself as a brand” (p. 207)
What do we mean by 'brand' ?
A brand is more than a visual identity: the name, logo, and graphic design used by an organization. A brand is a psychological construct held in the minds of all those aware of the branded product, person, organization, or movement. Brand management is the work of managing these psychological associations.
(Kylander and Stone 2012)
When we asked leading nonprofit practitioners, management scholars, and nonprofit brand consultants what a brand is, the responses were not any different from what those in other sectors might say. Some described brand as an intangible asset, and a promise that conveys who you are, what you do, and why that matters. Others felt that a brand captures the persona of an organization and represents its very soul or essence. Yet others identified brand in terms of not only what is projected but also what is perceived. Last, brand was seen as a source of efficiency because it acts as a time-saving device, providing a shortcut in the decision making of potential investors, customers, clients, and partners.
Kylander and Stone 2012
'managing by brand'
Policy and Communications Director
The Role of Brand in the Nonprofit Sector
Stanford Social Innovation Review
By Nathalie Kylander & Christopher Stone
Hankinson (2000) defined brand orientation as “the extent to which the organisation regards itself as a brand” (p. 207)
Hankinson (2001) refined the notion of brand orientation in a subsequent study and suggested that “it may be more useful to define brand orientation as a continuum rather than a dichotomous construct which implies either presence or absence” (p. 235) hence implying that charities can be at different levels of orientation from having a basic visual identity to more sophisticated brand management stuctures.
Hankinson (2001) posited that brand orientation would involve: firstly understand the brand and the values that it represents; secondly communicating the brand to both internal and external audiences; and thirdly the deliberate and active management of the brand on a continous basis.
Hankinson, P., 2000. Brand orientation in charity organisations: qualitative research into key charity sectors. International Journal of nonprofit & voluntary sector marketing, 5 (3), 207-219.
Hankinson, P., 2001. Brand orientation in the charity sector: A framework for discussion and research. International Journal of nonprofit & voluntary sector marketing, 6, 231-242.
Hankinson, P., 2004. The internal brand in leading UK charities. Journal of product and brand Management, 13(2), 84 - 93.
Hatch, M. and Schultz, M., 2001. Are the Strategic Stars Aligned for Your Corporate Brand? Harvard Business Review, 79 (20, 128-134.
Kylander, N. and Stone, C. 2012. The Role of Brand in the Nonprofit Sector. Stanford Social Innovation Review, available from http://www.ssireview.org/articles/entry/the_role_of_brand_in_the_nonprofit_sector [Accessed 17 November 2012].
Wootliff, J. and Deri, C., 2001. NGOs: The New Super Brands, Corporate Reputation Review, 4 (2), 157.
by Tauheed TO Ramjaun @tauheedramjaun