As a career-long marketing professional, I believe in truth in advertising. That is not to say you can't spin or slant your argument to present a fresh alternative, or provide a different perspective, but you need to back up your claims!
This brings me to the state of customer service, about which I often find myself wondering aloud. Haven't we all found ourselves arguing with many of our service providers? It seems like the only way to get anywhere is by kicking and screaming and threatening to quit. Yet, they all claim to have customer service as their number one priority.
We have also of late been inundated with political advertisements; with each candidate pointing out the others flaws, rather than presenting the case of why we should vote for them over their opponent. In some incidences, they have been downright dishonest, presenting not just half-truths, but what I would characterize as outright lies.
These are not ways to build your ideal brand!
We have all been told that actions speak louder than words, but how often do we market ourselves by words alone? That's why I promote a holistic approach to your nonprofit marketing activities. Marketing that takes a holistic approach to promoting your organization is developed by thinking about your organization as a whole, which includes its place in the broader community and society, in the lives of its consumers, and its niche among other service providers.
All your activities should be viewed through the prism of your stakeholders: constituents, consumers, donors, employees, volunteers, and the community at large. Holistic nonprofit marketing takes an active and prominent place at the decision-making table. It plays an active role in programming; examining and influencing outcomes measurement and community impact, aligning your programs and activities to coincide with your values and your vision. Marketing tactics then glean success from program and work to effectively communicate your accomplishments.
Most importantly, promoting your brand starts from within, so it lives throughout your organization. Top-down commitment and involvement of each person in the organization is fundamental to success. Your brand should become a shared vision. It needs to live in the hearts and minds of every stakeholder in the organization; it must be embraced and promoted from inside out.
Plant these seeds, nurture them, and watch as your vision becomes reality, and your funding and sustainability grow. Remember, there’s no substitute for simply being remarkable. Work towards excellence in all things you do. Aspire for greatness and your vision, the brand you imagine will come with ease.