When was the last time you stopped to assess your branding? Sometimes it is necessary to scale down an operation and get back to basics in order to grow a business. Taking one step back to focus on your branding can sometimes be a good thing. It ensures that all boxes are ticked thoroughly before you move onto the next stage.

In a rush to achieve growth, often NFPs overlook simple, yet otherwise,  important things on their business to-do list. Here is your opportunity to get it right a second time.

Are your Vision and Mission Accurately Defined?

Did you set your goals and objectives during the startup phase? Were your mission and vision clearly defined? Perhaps it has been a while since you looked at either of them. Did you make changes to the NFP that might have altered your original vision and mission? Reread it and think about whether your vision and mission still stand. Are you still focused and headed in the right direction? If not, it might be time to get back on track.

Is your Charity Unique?

Regardless of what your charity or NFP does, it needs to have some kind of unique identifier. If not, perhaps it’s time you came up with one to differentiate yourself from all other NFPs out there. Why should donors support your cause rather than give their money to a more established charity? Can you pinpoint the essence of your operation and what are you doing differently?

Who is your Target Audience?

Who are you trying to target? If you misrepresent your target audience, your branding and marketing could fall flat on its head. Who is your target audience? What do they want to see, hear and read? What are their concerns? How can you help them? Once you know this information, you can then refocus your branding and marketing directly to them. Let them steer your marketing decisions rather than the other way round.

What is your Core Message?

Do you have a key message? Does it align with your vision and mission? Is your pitch relevant to your already established target audience and does your visual identity back it up? It is through your visual branding and key statements that people form an opinion of you. Are you professional? Is your logo representative of what you stand for? Is it easily recognisable? Is your message clear? Does it match the overall essence of your NFP?

Putting the focus back on the basics and ensuring a solid foundation will help to grow your business successfully in the long-term.