The dangers of a “Frankenstein” Brand in the not-for-profit world

In the non-profit world, maintaining a strong and consistent brand is not just a matter of looks; it’s crucial to achieving your mission and making a lasting impact.

Have you ever heard about Frankenstein?

It’s a story about a scientist who pieced together an artificial man from the remains of the dead and brought it to life. I know it sounds pretty dark, but stick with me.

In this context, your organisation’s brand is like that artificial being, initially brought to life with enthusiasm and care. However, over time, neglect and inconsistency can lead to unintended chaos.

Consider the early days of your organisation’s brand, where you meticulously defined its purpose, values, tone, and stories. As your organisation grows, it’s easy to lose sight of these essential elements.

Here are some signs of a “Frankenstein” brand:

1. An unclear mission and relevance in your sector/category
   
2. The team’s enthusiasm just isn’t there anymore.
   
3. You feel, sound and act like your competitors.
   
4. Your stories need more depth and meaning.
   
5. Inconsistencies in brand style, tone, and messaging.
   
6. The loyalty of your stakeholders, donors, and customers has started to waver.
   
7. A shift towards looking at the bottom line instead of why you initially were created.

An inconsistent brand can severely damage your organisation’s reputation, weaken its market position, and dilute its character… that’s scary.

In the third sector, where emotions and connections drive support, a brand that doesn’t feel right to your audience can lead them to move on to other causes.

If we look at inconsistency, this can lose your organisation up to 23% of its revenue. But when it’s consistent, it becomes up to three times more memorable. Okay, enough stats, but you get the idea that these numbers underscore the importance of brand consistency in the non-profit world.

Here are some strategies to consider to avoid it causing havoc:

1. Listen to Your Team: Understand their concerns and nurture a culture of growth and transparency.
2. Evaluate Your Market Position & Relevance: Don’t blend in; stand out and be proud to do so. Define a unique category where you can thrive, lead, and let others try to follow.
3. Craft Emotional Stories: Stories are powerful tools for engaging your audience. Share compelling, mission-driven stories that resonate with your people, even if they aren’t as dark as Mary Shelley’s Frankenstein.

In the third sector, your brand is not just a logo or tagline; it reflects your values and is a crucial instrument for achieving your mission. Avoid the dangers of a “Frankenstein” brand by maintaining consistency, nurturing your team, and crafting compelling stories that keep your supporters engaged.

Stay true to why vou started and continue to make an impact on those around you.

And happy halloween