By Claire Napier and Dan Woychick
Many organizations choose to market some of their products and services differently from their core brand. This is common in industries ranging from hotels and cars to food products and clothing retailers. For example, The Gap, Banana Republic, and Old Navy are parts of a single corporation. While all three stores sell clothes, they each have a distinct price point, customer base, visual identity and marketing.
Is such an approach appropriate and beneficial in the non-profit sector? Or do you risk diluting your brand? Consider the following questions:
What is your organization’s core promise?
Whether for a small non-profit organization or a large, national retailer, a brand is more about what’s being promised than what’s being sold. For example, Old Navy promises fashionable, casual basics for its young, value-conscious customer, while Banana Republic offers more formal, higher-end clothes for young working adults.
Similarly, most colleges and universities serve customers with a wide variety of interests ranging from business and the arts to engineering and medicine. Should each program be branded separately? While it would be unrealistic to suggest that all programs are of equal quality or prestige, the core promise from the university is basically the same: We will provide an education that will help you pursue your chosen career.
Before fragmenting your message or modifying your brand, consider your important similarities as much as your superficial differences.
Who is your target audience?
Different audiences often have different needs. Because she knows the brand, a 30-year-old looking for an outfit to wear to the office is not going to shop at Old Navy. Similarly, a teenager may turn to a non-profit organization with different needs than a working adult.
Because a university primarily serves students, a department that serves a distinctly different audience – providing agricultural resources to the neighboring community, for instance – might want to market itself differently. In this case, one must ask: How important is the association with the university? If that association is a large motivator for the target audience to turn to the department, you probably want to think twice before obscuring that connection.
What is your audience looking for?
The Pew Research Center provides information on American issues, attitudes and trends. Though different Pew-sponsored programs delve into a broad array of topics, a quick look at the description of each of these programs reveals that that they all provide the same service – information. The organization’s many programs would benefit from reinforcing its audience’s expectations for reliable insights and data, instead of creating distinct logos for each (see graphic).
Conversely, the fans of a university’s athletics teams are seeking entertainment, while its students in the classroom are seeking a degree. In this case, it makes sense to brand the university’s athletics and academics differently.
The sum of many parts
We’re all inclined to think that our organization, department, program, or service is unique. But, you’d be wise to carefully consider the benefits and perils of pursuing distinctly different brands before proceeding. Often it is those unique factors that work together to shape your audience’s perception of a single, solid brand.