By Carole Tang
Chief Communications Officer

Your brand is one of the most important aspects of your business or nonprofit organization-especially in a challenging economy. Knowing who you are, what your promise to customers is, and how to consistently communicate and deliver on that promise is absolutely critical.

In an economic storm, competition intensifies. Whether you're competing for customers or donors, your organization needs to differentiate itself and continue to build strong relationships with clients and supporters. Your brand can help you do this.

What Is A Brand?
You may be wondering what exactly is a brand? Is it the Nike swoosh or McDonald's golden arches? Yes and no. Logos are part of the brand, but only one aspect. A brand is actually an implied promise of value. It's an expectation in people's mind about an organization and its purpose, products, services and people.

A brand is the immediate image and emotional connection people experience when they think about your organization. For example, right now, think about Disney. What images or feelings come to mind? You may be recalling your last or first visit to Disneyland or Disneyworld. Or perhaps you're picturing Mickey Mouse. Chances are you're remembering fun, entertainment and enjoying a good time with family or friends. That is the Disney brand. In fact, the company describes its purpose as "to create happiness by providing entertainment for people of all ages everywhere."

Your organization's brand is critical to:
a) building awareness, engagement and support among stakeholders and the general public, and
b) developing new, diverse and sustainable sources of support to meet your needs and further your mission.

Who Are You?
To build a strong brand, you first need to understand who you are as an organization. What is your purpose? What are your core values? What do you stand for? How are you perceived? How do you want to be perceived?

A review of your mission, organizational history, vision and values provides a good start. In addition, you can obtain insights by speaking with key stakeholders about their perceptions. It is often effective to have a neutral third party, who is experienced in brand strategy, objectively facilitate this process to uncover critical perceptions that can assist you in understanding and articulating your brand.

How Are You Different?
Understanding your points of differentiation will help you capture the attention, engagement and buy-in of prospective supporters who most identify with you and your cause.

What makes you unique? Is it your size or scope? Is it the number of years you've been in operation? Your reputation? Your impact? Your people? The breadth or depth of your services? The way you deliver service? Are you the first or only provider of certain services within your geographic footprint?

What Is Your Promise?
A strong brand fosters an understanding of needs that are unmet. Your brand must convey a relevant promise to meet the needs, wants and aspirations of those you serve. For example, Kaiser Permanente meets people's desire for good health and well-being. Their promise is to help customers "live long and thrive."

What are the needs and wants of the people you serve? How do they feel? What are their hopes, dreams and fears? What is your promise to them? What is your promise to your employees? Your supporters? Your community?

Communicate and Connect
Tell your story. Emotionally connect with internal and external audiences. Be passionate about your promise. The greater the connection, the greater the loyalty.

Ensure your employees-who are your chief evangelists-understand and embrace your organization's purpose and what it stands for. Provide words, phrases and images that help them remember, believe in and communicate your promise.

Align Behavior with Brand
Define specific on-brand behaviors and establish a culture and quality standards that demonstrate your values. Ensure your promise is effectively delivered at each point of contact with your stakeholders. Do this well, and you will provide experiences that exceed expectations and build trust, loyalty and relationships.

Build Strong Relationships to Inspire Giving (Nonprofit Organizations)
Cultivate and steward relationships to inspire and increase giving, involvement and advocacy. Ensure prospective donors and supporters have an awareness and understanding of who you are and your efforts to do good. Invite them to experience your services and help them care about your organization. Progressively build your relationship and earn the right to ask for their help. Ensure your case for support is compelling and provides an opportunity to make a difference. Confidently make the "ask" and thank them for their gift or response. Make them feel special to be affiliated with you and keep them apprised of your efforts, results and impact.

Live Your Brand!
Lastly, commit to consistently living your brand every day. Strong brands are built over time. Resist the temptation to succumb to the tyranny of the urgent. Remember who you are. Walk your talk and serve with integrity. Continually develop your people and improve your processes. This will ensure that your organization is well positioned for both the tough times and the good.