2008-10-15 20:58:04 -

- Media: Affect Strategies for MSDS Regina Nisita, 212-398-9680 rnisita@affectstrategies.com Non-profit organizations need great brands just as much as for-profit companies do - maybe even more. While consumer brands usually deliver tangible returns on audience investment, or instant gratification for money spent, non-profit brands typically ask their audience to remain engaged for purely altruistic reasons. Non-profit brands also frequently require

more of their audience than purchasing an item. They often require commitment of precious time and energy. The importance in consistently delivering on a brand's promise and advancing its mission is essential to building the kind of long-term brand loyalty necessary to build a sustainable brand in the non-profit space.

Unfortunately, for some non-profits, branding stops at the organization's logo, and quickly breaks down from there. The good news is that it doesn't take the budget of a multinational corporation to build a strong, effective brand for your non-profit that greatly increases your impact. Branding and creative services agency MSDS offers this shortlist of brand-related tips for non-profits to help them navigate the brand-building process and get the most out of their communications budgets. Whether embarking on a rebranding effort, or simply checking in on the status of their existing brand, non-profit decision makers will benefit from keeping these branding guidelines top of mind.

-- Understand "brand." Your logo is not your brand; it is simply the entry point to it. Although a great logo will effectively reflect your organization's mission and values, it is not the sole element of a brand. When you think of brand, think of reputation, or image. Your brand starts with the key messages and values you intend to convey to your target audience and encompasses all the elements necessary to convey them, including your logo, tag line, and every tangible expression of the brand--in print, online, and at events.

-- Tell your story. Storytelling is a key foundational element of building a strong non-profit brand. Whether an actual narrative, or through devices like demographic and ethnographic statistics, the story should reflect your goals and ideals and accurately portray where the non-profit is headed. Do not assume that your target audience knows everything about you. It is essential to remind them what you do, and most importantly, why it is important. Tell your story with impact, and bring it to life in human terms that don't speak down to your audience or about the people you serve.

-- Be consistent. By owning your visual identity and message, you reinforce the most important point of all--why you matter. Keep your brand consistent across all communication channels. Repeating key messaging, colors and images will not only bring your brand to life, it will allow it to be easily recognizable to your audience. Repetition instills trust and speeds recall. When a non-profit brand demonstrates consistency, the organization's donors are more likely to believe their money is being put to good use, remain engaged, and respond positively to communications.

-- Target well. Target your brand communications to specific audiences. Decide early on who your organization's target audiences are and how best to communicate with them. What community is most likely to care about your cause? Identify the appropriate audience, determine the best ways to reach them and decide how you would ideally like them to respond. Work across channels, from print, to interactive and the environmental experience. Think of the experience from beginning to end, and back to the beginning. Strong brands create a self-sustaining loop of engagement with their audience.

-- Know the medium. What works online may not work in a direct mail piece. That's why it is important to bring in professionals to develop and manage your marketing materials. Agencies that specialize in non-profit brand strategy and design will help to keep your brand consistent across all communication channels, and help you make the most out of them. Find a firm that has experience working with other non-profit organizations, particularly those that have a record of success in your vertical market.

Robbie Diamond, President and CEO of Securing America's Future Energy (SAFE), said, "Often, non-profit organizations seek out design partners for one-off projects, like designing a single mass mailing. However, it's much more effective to establish a long-term relationship with a creative services agency that can provide strategic branding services as well as top-notch design."

Aaron Lobel, CEO of America Abroad Media, commented, "These branding tips will help non-profit organizations remember that a great brand means much more than a well-designed logo. Partnering with a branding and creative services agency that understands your value proposition and competitive landscape can make a real impact on your organization's bottom line."

Matthew Schwartz, Founder and Chief Creative Officer of MSDS, said, "More than half of our clients are non-profits. Having worked with so many of these organizations, MSDS has experienced first-hand how important it is for non-profits to think beyond the logo. Taking a step back to evaluate the organization's brand positioning is an exercise that every non-profit decision maker should undertake."

About MSDS

MSDS is an integrated strategic creative services agency. The company helps clients extend and strengthen their brand and business through the design and development of brand integrity across various media channels. MSDS' award winning services include brand strategy, brand identity, design and development for print and interactive media, usability and user interface design, and web technology development and integration.

For more information about MSDS please visit: www.ms-ds.com

Storytelling, consistency, targeting and knowledge of
communications mediums key to developing strong, long-lasting
non-profit brands