5 Common Pitfalls to Avoid When Branding Your Nonprofit
Too long a name, too much jargon, too generic, or outdated logos. These are some of the common issues I see when evaluating nonprofit brands. It’s a tall order—settling on a name that is easy to say and remember, paired with a logo that communicates what you do for your community. There are many ways it can go wrong—but it’s not impossible OR unfixable.
Don’t Make These Mistakes! Nonprofit Branding 101
“The simplification of anything is always sensational.”
Nonprofit Branding Mistake #1Choosing Too Long a Name
We’ve all been at a networking event where someone introduces themselves, but their organization name is so long that you’ve forgotten the beginning by the time they get to the end. And yeah…that long name might explain exactly what you do, but is it memorable? Can people type it into a web browser easily? Is the logo readable on a cell phone screen? Ideally, the name of your nonprofit needs to be unique enough to connect to your story and mission, while still being short enough to remember. If you can keep it under four syllables, you’ve reached the gold standard, but at the very least, keep multiple words to two syllables or less.
If you do choose a long, tongue-twister of a name—your staff, community, and clients will find a way to shorten it. Make sure the acronym or nickname is not problematic or too close to an established brand name. Which brings me to…
Nonprofit Branding Mistake #2Relying on an Acronym
Acronyms are attractive to nonprofits because they can squish in a lot of meaning into a short group of letters. Sometimes that works—the YMCA (Young Men's Christian Association) is one such example. Their mission has changed over time to be inclusive of all genders and faiths, but they kept the acronym because of its brand equity. BUT, if you do not have a 200-year-old history, then it takes a lot of work and money to build the same level of recognition and reputation with a random assortment of letters.
Some nonprofits get attached to a word (like VISION) they feel has some meaning to their organization and then finagle it into an awkward acronym. This rarely works. Unless this feels natural, please do not force it!
And remember, all acronyms need to spell out their meaning somewhere on the web page, email, business card, press release, etc.—every time you communicate. You are not necessarily saving space by resorting to a group of letters.
Sometimes the answer to the naming issue is incorporating a tagline that helps communicate the how, what, and why of your organization, which is then expanded upon in the rest of your communications strategy. See the YWCA for a good example of this.
Nonprofit Branding Mistake #3Logomarks With Too Much Detail
You know what I’m talking about—the animal rescue org that features a bird, deer, bunny, snake, fox, wolf, AND skunk—so their audience knows ALL the animals they help. This idea comes from a good place. Your logo should reflect what you do, no?
In reality, your logo represents the heart of what you do, not the what. While your logo should not be a mismatch with your mission, it is only one small part of your branding, which includes all your messaging and additional visuals (which can feature all those cute animals).
Remember that your logo needs to be readable on a cell phone screen, as an icon for all your social accounts, big on a billboard or truck, or small embroidered on a hat. Too much detail (or too long a name) can hinder recognition.
Nonprofit Branding Mistake #4Generic Logomark or Name
On the other end of the spectrum is a name or logo that is TOO generic. There are some words that nonprofits and the consultants who serve them gravitate to, which I see over and over again—some even in the same city. It behooves you to do some web research before settling on a name. While you may start small, you never know how big you will eventually become. And if calling yourself Pepsi when you were a nonprofit of one flew under the radar, I can guarantee it won’t when your operating budget reaches $1 million. You can use the IRS database to check for registered nonprofits and then investigate further to see what niche they are in and if they are still active. I also recommend a web search to include for-profit companies and international nonprofits, as well as checking if your preferred domain name is available.
While too much detail in a logo can be a problem, so too can a mark so generic it could belong to anyone. I see this most often when a nonprofit wants a logo of some kind to feel legitimate, but doesn’t have the money to invest in professional branding. So they go to 99designs, Fivver, or DIY it on Canva to get something. I understand the urge—I do—but sometimes nothing is better than something you won’t like in a year. A lot of these low-cost solutions use a template that they have sold over and over again—just changing the colors and name attached. Others are well-meaning, but do not have the experience or skill to provide you with what you will need long-term (horz. and vert. configurations, file types for digital and print, and a brand book to guide you in usage). Canva feels like a great short-term solution, but you cannot trademark any icons or images you use as part of a logomark made in the program.
If you feel stuck budget-wise, I recommend keeping your name typeset in an easy-to-read font. Here are more tips for when you are ready to get started but don’t have the money to pay for professional design.
Nonprofit Branding Mistake #5Logo Mismatch
Many nonprofits start out small and scrappy, which I love. And then they grow and change as they find their footing. This is completely normal. What I did when I first started my business is completely different from how I present myself now. Over time, your logo can become out of sync with the rest of your organization.
How do you know when you need a refresh?
You haven’t changed your logo or marketing in 5 years or more
You feel a bit embarrassed when handing out your business card or web address
Your logo no longer represents your future goals
Try not to feel overwhelmed by the thought of a refresh or rebrand—every organization goes through it at some point, and a professional brand designer can guide you throughout the journey.
Next Steps
Your branding is NOT set in stone, and should evolve along with your organization. Feel free to change your name or ditch the DIY you did when you first began. Every brand that has been around a long time has made updates—sometimes drastic, sometimes subtle, but always, always changing. And while I focused here on your name and logo, it is not the be-all end-all of your brand. Your branding includes your logo, your visuals, and your messaging. The key is for them all to work together to promote your nonprofit. Think of your logo as a unique signature paired with all your communications. Over time, your audience will start to associate your “signature” with your mission and values, like shorthand.
Once you have settled on a name for your organization, my two-week Brand Intensive is perfect for nonprofits who need a quick jumpstart at a lower price point.
Do you recognize yourself in any of the above? It can feel overwhelming to contemplate change. One step I recommend is starting with a Brand Audit to evaluate where you are currently and identify updates you can make to improve your communications.
