Branding Insights for Nonprofits: Lessons from Celina Shands

Branding Insights for Nonprofits: Lessons from Celina Shands

As nonprofits strive to make a difference in their communities, effective branding can be a game-changer. Celina Shands recently sat down to share her wisdom on how nonprofits can position their brand to solidify their niche on The Nonprofit MBA podcast. Here are some key takeaways from the interview:

1. Start with Data-Driven Insights

Shands emphasizes the importance of understanding what people currently think, feel, and say about your organization. Rather than relying on assumptions, gather objective data through surveys, focus groups, and interviews with clients, donors, and staff. This information forms the foundation for your branding strategy.

2. Go Beyond Logos and Visuals 

While visual elements are important, Shands notes that many organizations make the mistake of focusing solely on logos and aesthetics. True branding encompasses your positioning statement, brand promise, and the overall experience you want your audience to have.

3. Align Internal and External Perceptions

Ensure your staff understands and can articulate your mission, vision, and values. Shands suggests asking employees what they think these statements mean to uncover any disconnects between internal understanding and external messaging.

4. Conduct a Competitive Analysis

Examine your top competitors’ branding, online presence, and messaging. Identify gaps in the market and opportunities to differentiate your organization.

5. Develop a Compelling Brand Promise

Based on your data and competitive analysis, craft a brand promise that resonates with your target audience. This should capture what makes your organization unique and the value you provide to those you serve.

6. Tell Authentic Stories

Showcase the impact of your work through client stories. Shands emphasizes the power of letting those you’ve helped tell their own stories, providing credibility and emotional connection.

7. Continuously Evaluate and Adjust

Regularly gather feedback to ensure your brand promise aligns with the actual experience of clients, donors, and other stakeholders. Be willing to adapt your approach based on this ongoing input.

For nonprofits with limited resources, Shands recommends starting with simple steps like gathering client feedback during intake, conducting informal focus groups, and analyzing competitors’ online presence. These actions can provide valuable insights to guide your branding efforts without a significant financial investment.

By taking a thoughtful, data-driven approach to branding, nonprofits can better connect with their audiences, differentiate themselves in a crowded space, and ultimately increase their impact in the communities they serve.