When you find yourself visiting a nonprofit website again and again or staying on the website for a long time, it means they did something great. Right from their strategic planning process, the user experience and user interface choices, the choice of colors, navigation, content flow, and their general design language all come together to give you, the visitor, that pleasant experience. In other words, the nonprofit took its brand strategy seriously.
What is a brand strategy?
A brand strategy is a set of policies and choices that institutions take to position themselves in their particular field as impactful and with a good image. Remember, brand strategy is not just about your logo or the colors you use on your website. Rather, it’s about making every component of your organization identifiable to your brand, from color to mission to vision.
If you want to establish brand awareness, brand equity, and brand sentiment as a nonprofit in the digital age, you need to communicate these through your website. Here’s how to go about it:
A holistic, big-picture approach to your nonprofit website
Your nonprofit organization is made up of different departments and people of different backgrounds. These groups all contribute to building your nonprofit organization and should be part of your brand strategy for your nonprofit website.
Having everyone on board, taking ideas from multiple disciplinarians, and translating these ideas into your nonprofit website ensures that every part of your organization ends up supporting your brand – from images, content, and graphics to navigation, call to actions, and color choices.
How to make your brand strategy work on your nonprofit website
Once you have decided on your nonprofit’s entire brand strategy in the digital age and received inputs from every imaginable corner, it’s time to implement these strategies one after the other. Let’s find out.
A content strategy
Content is king is a well-known saying in the digital marketing space, and there’s good reason to believe so. Your website content communicates with your entire organization’s brand through words, audio, or video. From your vision and mission to objectives and values, your content strategy is one of the most important elements for implementing your nonprofit’s overall brand strategy on your website. Always remember to link your content strategy to the larger brand strategy of your organization.
Design is an important part of every nonprofit website. The colors to use, the people you’re designing for, how to lead visitors from one page to another, and the emotions to be captured through the designs – are crucial to achieving a great nonprofit website design. They are also important in translating your nonprofit’s brand strategy into your website using colors, color psychology, navigation, fonts, and more.
At the end of the entire brand strategy process, your nonprofit will have to translate the content, colors, fonts, etc into workable solutions for visitors. Think email capture, social media shares, databases, and more. A technology strategy would also include finding the most effective way of implementing your nonprofit’s brand strategy, using future-proof technologies, and the best technologies needed to change every theoretical prototype into a workable solution.
Every nonprofit should have an overall brand strategy. However, the digital age is no respector of persons or organizations, which is why it’s important to have a nonprofit website branding strategy that will help your nonprofit to convert the company goals into actual website information that impact users.