Guess what, commercial and nonprofit brands aren’t that different.What? Aren’t commercial brands all about selling things and making money? Sure, though nonprofits need similar things to commercial brands. Let me examine the areas where nonprofit brands are both similar and where they are noticeably different.
Commercial and nonprofit brand similarities
- The bottom line: they each have one and all the brand activities work toward this.
- The brand exists to speak to their audiences: every brand activity is designed to communicate with and motivate the people in the audience groups.
- The brand works to promote action: the company or organization wants someone to do something. Here are two examples of commercial brands taking notes from the nonprofit world, by connecting their brand story and their ask to the consumer’s psychographic information.
Commercial and nonprofit brand differences
- The bottom line currency: commercial brands want sales and nonprofit brands want engagement, usually through financial contributions, time, or both.
- The story being told: commercial brands are connecting pain points to products or solutions, while nonprofits are solving a bigger problem that is often already a recognized issue within their audiences.
- The actions: commercial brands want you to buy something, while nonprofit brands want you to invest in a bigger vision toward a solution.
Forum One’s STUDIO brand experience team conducts a workshop activity to help nonprofits choose the 10 to 12 adjectives that describe their ideal brand experience. Fill in the form below to learn more.