William Joseph Communications

Why Brand a Non-Profit? Isn't the Cause Enough?

Born from the dreams and vision of passionate and highly committed individuals, charities and non-profits exist to respond to our societal needs. Branding is a critical element in translating this passion into a relatable story that is unique to a specific organization. More than the cause, branding tells the story behind the cause and the impact of an organization’s work.

For example, cancer related charities all deal with cancer, but they could be for children, type of cancer, research or support for patients and their families. Within those groups they are further distinguished by their mission, vision, approach, people, connections, and service model. They could be a small group or a large national charity with various locations and range of services within these locations. And on and on and on . . .

All of a sudden explaining what you do and how you do it has become much more complicated.

At William Joseph, our non-profit clients have a common complaint, “if only I had a two minute elevator pitch that could really explain what we do” or fundraising and communications staff tell us “I wish other departments would stop making their own marketing materials, nothing looks the same.”

These are very normal frustrations and ones that can be addressed through branding. A strong brand is one that takes into account the past, the present, and looks into the future. It sets the foundation and the tone and ensures everyone is telling the same story through words, pictures, and even colour. However, a brand is only as strong as its adoption and implementation. When brand building be sure to include various levels of the organization. The way a front line staff person speaks about the organization and their work will often be quite different than the Executive Director. Each voice is valuable and plays a role in defining who you are.

A known brand also builds trust amongst potential stakeholders. A donor is more likely to give to an organizaton with an established reputation than an unknown. Brand trust is also important for the individuals who might access your services.

While a strong brand is important for communicating with an external audience it also creates cohesion internally. Everyone speaking the same language and telling the same story translates directly into how work is done and programs are delivered.

The direct work of a non-profit is more important than always trying to figure out how to explain what you do or hoping others say the right thing. Build a strong brand and clear and consistent storytelling will become an integral part of your organization, enabling you to focus time and energy on the cause and the good work being done.

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Friday, February 15th, 2019 at 11:05am
The latest edition to the WJ art collection is very special! Did you know Freddie had a diploma in graphic design and created multiple album covers and the now famous Queen crest? As an agency with a strong design foundation, we're honoured to be in such company. #FreddieMercury https://t.co/tU6sG0Jgrv wj_agency photo
Wednesday, February 13th, 2019 at 9:01am
#GrandePrairie - we have a Valentine's Day surprise for you! Our CEO Ryan is hosting a Ryan's Roundup in your city tonight! Come meet pros from all industries for a night of networking fun! Sign up! https://t.co/OlzaLDQ9TW
Thursday, February 7th, 2019 at 11:16am
Team lunch for our Client Services and Operations teams yesterday was long overdue! #wjculture https://t.co/tWBjaN3ZzT wj_agency photo
Wednesday, February 6th, 2019 at 2:57pm
Who watched the big game on Sunday?! One thing that got us thinking - is the $5 mill price tag for a 30-second ad spot worth it? Check out our blog to find out: https://t.co/pBp4skLPKn #SuperBowl2019
Tuesday, February 5th, 2019 at 2:51pm
It's the first Thursday of the month, you know what time it is: Join us for a night of fun and meet some of #YYC's biggest movers and shakers at Ryan's Roundup! 4:30-7PM at #Ranchmans, sign up! https://t.co/oWXmD1nxsN https://t.co/ohxRKdj2Fn wj_agency photo


William Joseph Communications

We are the difference between momentary achievement and enduring success.Your success requires an agency that offers a fully integrated solution. One that has the vision to see beyond your current borders and the troops to guide you there. With us as your allies, be confident that you can achieve your boldest ambitions. At William Joseph we offer complete marketing solutions composed of strategies, tactics, and designs that effectively tell your story and address your unique marketing goals. Everything from advertising campaigns to experiential design, our team takes your corporate identity and translates it through a wide array of mediums to successfully champion your company.
William Joseph Communications
William Joseph CommunicationsFriday, February 15th, 2019 at 4:23pm
We love TWT Group Inc. and wanted to show them just how much on Valentine's Day yesterday! These will come in handy for the long weekend!
William Joseph Communications
William Joseph CommunicationsFriday, February 15th, 2019 at 1:46pm
The latest edition to the William Joseph art collection is a special one!

A talented showman (to say the least), Freddie Mercury had a keen sense for both theatrics and design. The Queen front man had a diploma in graphic design from Ealing College of Art and applied his visual talents to various Queen projects, including multiple album covers and the now famous Queen crest. Did you know that the creatures included in the logo (two lions, two fairies and a crab) represent the zodiac signs of each band member?

Coincidentally, many pop culture legends have or had a background in graphic design, including Pete Townshend, David Bowie and Alan Rickman.

As an agency rooted in creativity and built up of many talented artists ourselves, it's safe to say we're pretty fortunate to be in such company.
William Joseph Communications
William Joseph Communications added 3 new photos.Thursday, February 14th, 2019 at 10:25am
Happy Valentine's Day from ours to yours - we love you SEO much!
William Joseph Communications
William Joseph CommunicationsWednesday, February 13th, 2019 at 4:57pm
The website for our client Hillcrest Financial is live! We've had a blast working with their team on this project and are proud to share it with you all.

Take a look at our work and the amazing services Hillcrest offers!
William Joseph Communications
William Joseph CommunicationsMonday, February 11th, 2019 at 11:52pm
Grande Prairie - A Valentine’s Day surprise. A Ryan’s Roundup in Feb 13 at the Skylark Lounge at the Pomeroy Hotel after work. Who’s in?



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