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Executive Service Corps
of Chicago |
What Is The Value Of Your Brand?by Thomas E. Noyes, ESC consultant Does your balance sheet reflect the worth of your brand? Habitat for Humanity’s does. According to the April 2004 Harvard Business Review, it is valued at $1.8 billion. Even though your organization’s brand may be worth less, you still need to think about how it impacts services, clients, funding, and even staff.
These questions are currently being thought about and debated by many organizations. A brand is a name, term, symbol, design, or logo, or a combination of them, intended to identify the goods or services that you supply. Your brand image should help build client loyalty. It should differentiate you from your competition and keep your competition at bay. Your brand image should enhance fund raising capabilities with potential donors. What messages does your brand presently communicate? Consider how one city is thinking about branding. The Mayor of New York City has appointed a Chief Marketing Officer who will be able to offer the city and its contents for branding, at a price. Among the possibilities, a dentist, known for drilling and filling, could adopt a city pothole to repair. Imagine seeing a sign that says, “This pothole filled by Dr. Rosenberg!” On a serious note, you might consider a branding alliance with another nonprofit or a corporation. How does the community in which you function view your organization? What does your branding communicate about attributes, values, culture, and the benefits you offer your clients and funders? ESC can further explore these questions with you and help you create a brand that permeates your organization. Contact ESC at 312-580-1840 x 317 or info@esc-chicago.org to learn more. |
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