4 Reasons Why Branding is Important to Your Mission-Driven Business

So, you’re a ‘do gooder’ that just wants to make the world a better place. You’ve found your calling and developed all of the intricate behind-the-scenes elements. You and your team of like-minded individuals have developed a company name, maybe even written a mission statement, created goals, hired the best people and everyone is full of drive! 

You created your logo in word and you’re ready to change the world… wait, you did what!?

In this blog post, we will be sharing our insights about the importance of properly branding your mission-driven company, and how a quick logo in some kind of text document does not do your business or your mission any justice!

1. Build Trust

An organized, cohesive brand means an organized business. It means that hours have been spent researching; developing the right mission, vision, position, messaging, and more. The professional development of your logo, colours, typeface, visuals and matching brand elements have been informed by these strategic decisions so that your brand is cohesive from the deepest foundation to the highest peak. 

From an outside perspective, this creates a sense of trust and honesty to your potential customers, donors, leaders, or volunteers that you and your organisation have a clear vision for change. You have your ‘Who, What, Where, Why and How’ nailed down and people can see that throughout your whole identity. It stops any second guessing in its tracks and allows you as a business to easily and effectively communicate your mission to your audience.

Organized = Trust = Support

2. Story Telling

Creating a brand is more than just a logo, it’s telling your story with visual elements. There are over 170,000 nonprofits in Canada alone, with thousands more ‘cause’ or charity-based businesses out there giving back and making change. Each and every one of these businesses works for a cause worth fighting for. How are you going to stand out from the crowd? How will your organization reach its audience and get the support it needs to make a difference? Storytelling. Humans connect through emotion, through how your story made them feel. Branding is an opportunity to stand out from the crowd and tell your story visually. Think of Charity Water and its iconic yellow jerry can. Think of the TOM’s font and signature blue stripes. Each has a clear story to tell, with a consistent presence from beginning to end.

3. Target Audience

Different organizations appeal to different people. For example, Melly’s Market and Cafe exists to empower people with intellectual and developmental disabilities and so may appeal to those who have a disability, are advocates for people with disabilities or know someone with a disability. Compared to the Canadian Wildlife Federation, a Canadian wildlife protection charity, may appeal to people who are environmentalists, love nature and are passionate about fighting global warming. These are two very different causes that attract different people and passions so it is important that their branding reflects that. Melly’s Market and Cafe is a wordmark with whimsical, clean and friendly elements. Canadian Wildlife Federation features an icon illustration with bold, clean and modern elements. These two brands tell their own unique story that reflects their values.

Even though the old saying goes “Don’t judge a book by its cover”, let’s face it, people do. Your logo and branding is your first impression, it’s what people will remember you and your cause by. Make sure it is telling your company’s story effectively - and to the right people.

4. Advertising and Marketing

A cohesive brand also means that advertising and marketing become much easier. It’s much more than making sure your logo is on an ad. It’s making sure the visuals on the ad align with the brand’s vision; the fonts are the same, the colours are the same, the correct messaging is used throughout your campaigns, etc. The more people that understand your business and mission, the more they know what recognizable elements to look for. 

With a strong brand, your organisation can get more creative with its marketing, capturing more attention which creates more recognizability, support or donations, and ultimately followers of your brand. 

There you have it. 4 amazing reasons why branding is important to your mission-driven business.
Keep doing what you’re best at and let us help you develop your brand.
Contact us to get your mission driven business started and get back to ‘do-gooding’.