Guide to Branding in the Public and Not-For-Profit Sectors

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As markets become more competitive, and clients become more demanding, organizations must work harder to secure their fundamental relationships. Building distinctive relationships with their clients and stakeholders is what branding is about, whatever the market, whoever
the client. The brand is the marketer’s most advanced emotional tool. It combines and reinforces the functional and emotional benefits of the offering, adding value, encouraging consumption and loyalty. A good brand facilitates recognition, makes a promise, and, provided the full marketing back-up is in place, delivers satisfaction. Brands can provide
very practical benefits. For example for young people, quick and clear brand identification can make both the buying and smoking of forbidden products such as cigarettes much less risky. Over time, brands become a fast, powerful way of confirming the synergy between marketer and customer. Branding in the commercial sector is pervasive and fairly easy to understand and recognize. However, branding in social marketing is not as common but is becoming more popular because of its ability to create visibility effectively and ensure memorability. Many members of the public and not-for-profit sectors are hesitant to recognize that they
face stiff competition and they fail to see the need to put an emphasis on branding and positioning. However, this view is slowly changing as more leaders in these sectors are recognizing that they are in a competitive market with limited funding. This realization highlights the fact that strategic identity and branding can significantly help organizations
achieve increased program awareness, utilization and satisfaction, improved funding and donations, and ultimately improved social welfare.
This guide will assist those in the public and not-for-profit sectors to create, manage, and maintain a strong and effective brand thereby further promoting their organizations.