The Essential Branding Guide For NGOs in Nigeria
New NGOs are springing up daily. It is important to brand your NGO in order to stand out. A creative branding effort passes your messages across at the speed of light. To do this, you need a brand guide that will help you soar higher and faster too.
Being a NonProfit organization (NGO) in Nigeria can be a herculean task. Asides from the fact that there are numerous competitors out there doing the same thing and targeting the same audience as you, of course.
While the main intention of setting up an NGO in the first place is “goodwill”, we cannot override the need for funding and creative ways to convince people to believe in your cause.
In order to convince people about your NGO and make them believe in your dream and in the solution you are providing to the world through your services, you need to stand out and stand strong.
A strong brand is a formidable one. People generally like to be associated with good things.
What you want to be is outstanding!.
You need to attract people first, then inform them about your mission, enlist them and have them support your cause through funding.
But it does not stop there.
You also need to go further to turn them into raving fans.
Fans that will cheer you on and support your cause, fans that will spread the word to their families, friends, colleagues, and anyone who cares to listen.
NGO’s have to be persistent, they have to send a clear message, repeatedly. As an NGO owner, your aim should be to turn your brand into a household name.
The same way Nigerians associate toothpaste with close-up and noodles with Indomie.
What these two brands have done successfully over the years, is to reiterate the same message, over and over again. Until they stood out clear amongst others.
What am I driving at?
I am trying to make you understand the importance of branding to your NGO.
Branding in terms of your voice, colors, logo, name, etc.
As most awareness and funding campaigns happen online, branding also comes into play here.
You will need proper digital branding in terms of having a website, search engine optimization, social media platforms and finally, run massive paid advertisements.
Now, let’s highlight these components of branding for NGOs:
1. NGO Brand Identity
Your brand identity as an NGO consists of:
- Brand Logo
You may already have a brand name or you’re thinking of one presently, it doesn’t matter which one.
What is most important is that your brand name resonates with your cause.
You cannot have a cause that supports women and children and name it “Stand up Nigeria”.
I mean, it will take your presence to explain what this means to your audience.
But you won’t be there physically at all times, in fact, you can’t!.
A proper brand name for a cause that supports women and children could be “Mother and Kids Support”
It doesn’t have to be generic like this one above, I guess you understand my point.
What is the point of having a brand name that does not introduce itself? Or one that takes 5 about minutes to explain?
Your NGO’s logo is just as important as your brand. You want to carve a unique logo that represents your cause.
A professionally designed logo that is unique to your brand. Having a brand logo is like having a trademark of your brand.
A color or combination of colors that speak to the heart of people is what you should consider when picking colors.
Another factor that might inform your decision is the type of NGO you are running.
Going by the “mother and children support” NGO for example, a perfect color could be blue in different tones and shades or a combination of blue and pink. These colors are distinct.
Your NGO should have a voice, a consistent message that is associated with it.
Think about the message you are trying to spread and the impression you want to have on people. Think about the impact of your cause and highlight the need for people to support you.
This will help you carve out the right brand message and voice.
2. NGO Website
Having a website for an NGO is one of the biggest assets you can have.
After having a logo, the next step is for you to secure the URL for your business website. When you have your own branded website, it will establish credibility for your NGO and more people will want to partner and associate with you based on this.
This is where you showcase your projects and outreach. With your own customized website, you can do a lot more.
You can raise funds, drive traffic and raise awareness about your work.
There are numerous reasons why a website is very important for your business.
A lot of things are involved in website creation, it isn’t simply where your customers go to, to read about your works.
It is more about them than YOU.
You need a classy, beautiful and professional platform that will turn strangers into genuine fundraisers and partners.
Depending on your budget and experience, you should invest in a professional website developer to create a completely custom website for you.
3. Search Engine Optimization (SEO)
More people are searching online every day, looking for causes like yours to partner with and support.
For start-ups, SEO will assist you in creating a better, faster and more user-friendly website.
If you want your projects to get found online, drive more engagement and make more impact, work on your SEO!
This can be a bit complicated if you decide to do this on your own but what you need to understand is Search Engine Optimization (SEO) is an essential marketing strategy for driving organic traffic to websites.
That is why we recommend that you hire a professional to do this for you. This will take your Google Ranking to the next level. It is like lighting a match on a very dry pile of hay!
For better understanding, read: Top 5 Benefits of SEO to Businesses
4. Social Media Marketing
Social media cannot be eliminated from the list if you are to do a proper branding.
It is where most of the conversations about NGOs go down. This is where you want to position your brand, where people can see your projects and causes, where you can gather genuine fans and raise massive funds!
The power of social media marketing especially when it comes to NGOs is robust!.
However, before embarking on this, you have to determine which of the platforms will be suitable for your cause.
You will have to work on growing a following of genuine people for your cause. The more you show up, the more likely you’ll get noticed.
This will help you drive your message home faster.
With the right platform and the right audience, you are set to go!.
5. Paid Advertisement
Paid advertisements skyrocket your brand and position you in front of your audience when they need you. It is like the ultimate cheat code when it comes to online visibility.
Paid ads are inevitable in every marketing strategy. You dictate the pace of your Ads.
It also allows you to specify the kinds of audience you want your brand to be exposed to.
Advertising platforms allow you to select based on age, gender, location, language, income level, interests, lifestyle, educational level, devices, online platforms and lots more.
When you are ready to run paid Ads, you should speak to a professional for a more guided approach to running ads for NGOs.
You may also want to read: 6 Working Strategies That Can Help You Generate More Leads Up To 85%
Now, go and build an awesome brand!
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