Branding, by definition, is a marketing practice in which a company or group creates a name, symbol or design that is easily identifiable as belonging to that organization. This helps to identify and distinguish it from other organizations.
Branding is important because not only is it what makes a memorable impression on consumers, but it allows customers and clients to know what to expect from an organization. It is a way of distinguishing yourself from the competitors and clarifying what it is you offer that makes you the better choice. Your brand is built to be a true representation of who you are as an organization, and how you wish to be perceived.
An important aspect to any brand strategy is how you position your brand online. In today’s world, consumers are demanding brands to be transparent in many facets of their operations and the digital platform is one of the first places consumers will investigate.
We’ve developed this free e-book about brand positioning guide for non-profits to assist non-profit organizations with positioning themselves online to increase brand awareness and brand loyalty. In this e-book, we’ll show you several non-profit examples who do it well and the importance of utilizing public relations to support these efforts. We’ve also included a brand positioning exercise to get you thinking about ways you can improve your online brand positioning.