Branding Beyond the Logo: What Nonprofits Must Know
Most nonprofits don’t have a branding problem—they have a clarity problem.
In our latest episode of A Modern Nonprofit Podcast, Steven Picanza of ANEWbrand joins Tosha Anderson to talk all things branding, verbal identity, and the art of not overloading your homepage.
Your Website Is Trying to Talk to Everyone
Too many nonprofits try to speak to all their audiences at once:
- Donors
- Program participants
- Board members
- Staff
- Volunteers
The result? Websites that feel more like mazes than invitations.
When your homepage tries to do everything, it often does nothing well. People don’t know where to click, what matters most, or how to take action. And when there’s confusion, visitors disengage.
Function Over Flash
Branding doesn’t have to be flashy. In fact, the most effective nonprofit brands are grounded in function—not flair.
Think of your brand like a kitchen. If it’s cluttered, outdated, and confusing, no one wants to spend time there. The same goes for your website, social media, or marketing materials. They should feel welcoming, efficient, and easy to navigate.
Start with Verbal Identity
So how do you fix a cluttered brand? It starts with verbal identity—your voice, tone, and the words you use to communicate your mission.
Getting clear on how you sound helps you stay consistent across every touchpoint—from your homepage to your donation forms to your elevator pitch. When your language is clear, your message becomes memorable.
Your Brand Should Work Internally, Too
Verbal identity isn’t just for donors—it’s for your team.
Every staff member, board member, and volunteer should be able to recite your mission on command. If they can’t, your brand isn’t working internally. And if it’s not working internally, it won’t hold up externally either.
A strong brand creates alignment. It brings everyone on the same page with your purpose, values, and next steps.
Your Brand Attracts More Than Donors
Branding isn’t just about fundraising. It also impacts your ability to attract:
- Mission-aligned staff
- Skilled volunteers
- Community partners
In today’s nonprofit landscape, where funding is shifting from government to private sources, your brand needs to do more than inspire—it needs to convert.
Don’t Wait Until It’s Broken
You don’t have to wait for your brand to be broken—or outdated—to take action.
Learn about simple tools you can use like:
- Stakeholder surveys
- External brand consultants
These can help you gather honest feedback and make strategic improvements.
Branding doesn’t have to mean starting over. Most of the time, it’s an evolution—not a revolution.
Clarity Is the New Competitive Edge
In a crowded digital world, clarity is what cuts through.
Get clear on who you are.
Get clear on who you’re talking to.
And most importantly—get clear on what you want them to do next.
Connect with Steven Picanza
Website: https://www.stevenpicanza.com/
Website: https://www.anewbrand.co/
Youtube: @Picanza
LinkedIn: https://www.linkedin.com/in/stevenpicanza/
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