Branding Tips for Public Organisations
Branding for the public sector, mainly non-profit organisations, is slightly different to the corporate world. You need the public to recognise your brand and be aware of what you do, but the end goals might be different. For example, instead of marketing and branding efforts ending in a sale, a conversion may be signing up to a charity newsletter or applying for a study place.
From schools and charities to health services and government organisations, there are a wide range of public organisations which need to utilise to power of branding. Many of these companies will have dedicated marketing teams, but it’s essential they stay current and adapt their branding strategies to reflect the consumer market.
Here are some branding tips specific to public organisations.
Think like a brand
The best way to succeed as a public organisation is to think like a brand. Just because you don’t act like a business or aren’t funded in the same way, doesn’t mean you can’t use business tactics. This is what the public and your audience respond to. Take advantage of the many digital business tools and offline opportunities available to make your voice heard. Stay ahead of the game and look to businesses and big brand charities, such as Macmillan Cancer Support, as examples.
To spread the message of your public organisation, it’s a good idea to brand everything you can! From pens and bags to larger items of equipment, nobody could leave your office without recognising your logo. Professional labels are a great way brand just about everything in your office or workplace, with a choice of materials including PVC and vinyl. You can also buy labels with anti-microbial purposes which are perfect for healthcare environments.
Year round communication
When it comes to communicating with your audience, you shouldn’t time these opportunities with fundraising events or drives for votes or applications. Send out communications on a regular basis – not just when you are asking something of your public. This is how you build a community which is happy to be a part of your organisation.
Ensure your vision is coherent
One of the most important aspects of any brand is the vision and mission statement, even more so for non-profit branding than commercial branding. Make sure people understand your brand story and the company’s missions are consistent. The organisation’s vision and goals will play a large part in public perception of the brand.
Want some more expert branding tips? Head over to our branding section of the blog.
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