Your brand is the key to whether you’ll not only survive but also thrive. In today’s world, where competition for attention is fierce, a strong brand is what separates success from failure.
In last week’s tip, we discussed the story of Franzia, the world’s most popular wine brand. By embracing an innovation—boxed wine—they created a new category that allowed them to survive and then flourish. That’s the power of a strong brand: the ability to turn a challenge into a massive success by standing out in a meaningful way.
But what does this mean for you and your organization?
Competing for Attention
Here’s a tough reality: your organization isn’t as important to your supporters as you might think. While you’re focused on your cause every day, your supporters might only think of you when you communicate with them, and even then, just for a moment.
You’re not just competing with similar causes for attention—you’re competing with everything in your supporter’s life: work deadlines, family commitments, entertainment, personal concerns. So, how do you cut through the noise?
The answer lies in making it easy for supporters to understand and value what you do. And that starts with a strong, well-defined brand.
The Power of a Strong Brand
Take a look at the most valuable brands in the world today. Amazon, Apple, and Google are names we instantly recognize because they dominate their categories. We don’t just know what they do; we see them as the leaders in their fields.
The question is: what about your organization?
Are you the leader in your field? Do you own a category in your supporters’ minds? If not, you’re at risk of getting lost in the noise.
Standing Out in a Crowded Marketplace
With more than 1.5 million nonprofit organizations registered in the U.S. alone, how do you stand out? It’s not enough to simply do great work—you have to be seen as the best at what you do. That requires defining your unique position in the marketplace.
Next, we’ll explore how to identify your “hole” in the market—what makes your organization unique and truly valuable to your target audience. Finding this space isn’t just about surviving. It’s the foundation for making a lasting impact in the world.
What’s your brand’s unique value?
