7 tips for looking after your NFP’s brand reputation

By Robert Tigani - July 2, 2018

Your brand is the combination of tangible and intangible elements that allows the public to know what your organisation does and differentiates you from your competitors. It is the process by which your audience determines your organisation’s worthiness, and that of your products and services.

Like personal relationships, brand reputation is built over time.  The key is authenticity (how real and believable you are) and relatability (how easily and deeply your audience relates to you).  This is heavily influenced by the communities within which you operate.  For your brand reputation to be strong, you must manage both the physical and virtual brand elements.

1. Create a simple to follow business plan all stakeholders can understand and buy into 

It is important you appeal to philanthropists, corporates, funders and the general public alike.  This plan will make sure that everybody in the organisation is following the same path, building the same brand and reputation.

2. Build distinguishable brand elements

You need to build and drive consistency through every touch point and channel - your logo, brand, colours, typography, photography, icon, website, tag line - all these elements need to be consistent with each other and distinguishable from your competition.

3. Find technically skilled people to run your digital assets

Because brand reputation is community driven, you need to appeal on a human level to all people in your communities – clients, caregivers, donors etc and digital is a brilliant place to do this.  Make sure you put the customer experience at the forefront.

4. Be Human

Brand Reputation is community driven so appeal on a human level - and be Authentic and Relatable. Empathy and care go a long way to achieving this.

5. Know your stuff

With digital your communities can share and grow your brand so be an authority in your area.  Create and share material regularly, keep it fresh.

6. Plan for a disaster

Have a plan for when, not if, something goes wrong.  Know who is going to speak or not speak and what they are going to say,  be prepared to act decisively and honestly.

7. Start slow

Start slowly and build up - somethings cannot be rushed. We can’t build a solid, reliable, trustworthy brand in a day or a week, it takes time.


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Rob Southwell

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