Mon, December 24 2012

The 5 laws of nonprofit branding

Katya Andresen's avatar

Author, Robin Hood Marketing

Filed under:   Branding •

For my final posts this year, I’m featuring some of my favorite interviews on marketing from my book, Robin Hood Marketing.  Today, I quote five laws on branding from my talk with Raphael Bemporad of BBMG.

We’ve found that most successful organizations follow five laws of branding.

1. First is the law of the word. Own a word in the mind of your audience that differentiates your organization from all others. It must be a clear, simple word that no one else owns.

2. Second is the law of focus. The power of a brand is inversely proportional to its scope. Identify the one thing you do better than anyone else, and focus your brand on that unique value proposition.

3. Third is the law of leadership. Successful organizations are perceived as being the leaders at what they do. How can your organization be the first to develop a unique approach or service? What is the category in which you can uniquely claim leadership?

4. Fourth is the law of authenticity. Does your brand truly reflect who you are and what you do? Is it relevant to your clients and the community they you serve? Do you walk your talk? Authenticity is the proof behind your promise.

5. Fifth is the law of consistency. Trends come and go, but brands should stay the same. A brand cannot get into the mind of your audience unless it is communicated clearly and consistently over time.

  • Comment: (4)   


Keep up the good work. I like the way you express your ideas…thanks.

Posted by John Moore  on  05/07  at  12:46 PM

Excellent read - Point 5 i especially agree with, consistency is a major factor in any marketing.


Posted by Jamie Toone  on  06/14  at  05:58 PM

I totally agree with the laws!
An addition to the third law is a movie from Simon Sinek, called the Golden cirkle. This movie is about how great leaders inspire and is available on youtube.
I am curious about your opinion!

Keep up the good work!

Greetings Bram

Posted by Bram Groenendaal  on  06/19  at  12:40 PM

Excelent blog, i love reading you post also the older one’s.

These are five terrific brand management post. Branding a non profit organisation is real different than other companies.

To Bram: Simon The Golden cirkle is a great movie about leaders and inspiration. A real recommendation for branding a non profit organisation.

Great work!

Posted by Denise van der Tuin  on  07/08  at  08:09 AM

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