If you want to stand out and attract a loyal donor base, you need a strategy that cuts through the noise. One principle that can help you achieve this is positioning—a key part of building a powerful brand.
In last week’s example of the Highland County Maple Festival, we explored how a small community positioned itself to draw 50,000 visitors to boost its local economy. But it’s not just about positioning—you need differentiation to make your brand unique, just like a Purple Cow.
What is Differentiation?
Differentiation is about visually standing out in the marketplace. It’s how you depict your “hole in the marketplace,” the unique space your organization occupies.
Without strong differentiation, your message blends in with everyone else’s. Think about it—when your marketing uses generic images of meetings, receptions, or press conferences, you lose the chance to make your organization distinct. These are images everyone uses.
Becoming the Purple Cow
Marketing guru Seth Godin uses the idea of a Purple Cow to explain how important it is to be remarkable. In a field of regular cows, a Purple Cow would stand out, right? That’s what your branding and communications need to do.
Highland County, for example, used differentiation by promoting the unique process of tapping maple trees for syrup in the heart of the Virginia mountains. Their messaging wasn’t just about another festival; it was about a one-of-a-kind experience tied to their location.
Applying Differentiation to Your Cause
How can you use differentiation in your fundraising or nonprofit marketing? Start by considering what truly sets your organization apart. If you’re focused on grassroots efforts, show real, active engagement in the community. If you work on public policy, illustrate the direct impact of your initiatives.
Your visuals and storytelling should highlight the core of your mission in a way that no one else can.
Build a Powerhouse Brand
Differentiation is essential to creating a brand that commands attention and loyalty. When your audience understands what makes you different, they’ll be more likely to commit to your cause, support your initiatives, and keep giving.
Are you ready to Go Big with your branding and fundraising strategy? Let’s dive into how you can leverage differentiation for success!
