The ROI of Brand Building

Brand building is an ongoing process that requires consistent attention. As a guest on The Nonprofit Show, Eric highlights the critical role that brand building plays in a nonprofit’s success. Together with host Jarrett Ransom, Nonprofit Nerd and CEO of The Raynav Group, he explores the importance of brand building for nonprofits and the value of considering a brand as a dynamic relationship between the community and the organization.

“The brand is not something you just do and then it's done. It requires constant building, curation, and attention.”

Episode Highlights:

• Eric details the role that Cosmic plays in supporting nonprofits around the world. [2:21]
• The power and reach of Cosmic’s globally distributed workforce. [3:54]
• Defining your nonprofit brand as a concept. [5:10]
• Utilizing brand building to expand awareness in a digital economy. [7:41]
• The danger of keeping your organization a ‘best kept secret’. [10:23]
• Consistently engaging your brand in the face of current events. [12:26]
• Engaging the secret weapon of nonprofit work. [19:50]
• Overcoming the fear factor of brand building to drive nonprofit revenue. [21:46]
• Timeline and tactics for assessing and auditing a company brand. [24:44]

Quotes:

“A brand is a relationship between a community and an organization.” [6:02]

"The brand is not something you just do and then it's done. It requires constant building, curation, and attention." [8:08]

“Brand building and expanding awareness go hand in hand.” [10:16]

“You don’t want to be a secret, that’s the last thing you need. You want to be top of mind and expanding awareness.” [11:50]

“The last thing you want to be in the attention economy is a secret.” [12:20]

“People are much more likely to take action with a brand that they know and trust than a brand that they’ve just heard of.” [14:45]

Resources:

The Nonprofit Show