Branding- Communicating Character and Authenticity in a Digital World

Whether it be for donations or students, most nonprofits and educational institutions face significant competition. The competition can take many forms, including- a nonprofit with a similar mission of service, other educational institutions offering the same programs, and even for profit companies seeking to provide services or education.

Given the ever increasing competition and the realities of our digital world, to achieve the greatest success nonprofits and educational institutions must communicate their brand effectively using a variety of channels. To get a perspective on how to do so, focusing on digital media in particular, we can look outside of the nonprofit world for guidance.

Poul Mikkelsen is a partner with DDB Denmark. DDB is one of world’s largest advertising and marketing networks. Mr. Mikkelsen has written an article entitled, “Brand Personality- Communicating Character and Authenticity in a Digital World.” Reading his article from the viewpoint of how his ideas and suggestions might be used in your organization may provide some interesting insights and help it acheive even greater success.

Mr. Mikkelsen writes in part:

“Communication channels to the consumers are extremely complex today because digital technology has fragmented the media picture. This necessitates thinking about marketing and media planning in new terms. In terms of a brand, the message must be sufficiently unique and effective to function on a number of media platforms, both old and new. In terms of consumers, we must now capture their attention through new, often nontraditional, channels, many of which are more relevant to the brand story than traditional media or their online platforms.

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This new world will permit companies to reach a global audience predisposed to their market by producing and publishing their own content on the Internet. In combination with other marketing activities, this creates a program where the communication ‘cascades,’ extending the reach of all media. It requires starting with something that is worth talking about, and which has attitude and authenticity sufficient to come through the dialogue unscathed but
surely tested.

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‘Word of mouth is the best medium of all,’ one of the founders of DDB, Bill Bernbach, said. This applies even more today, because consumers are forming social relationships as never before. The Facebook and MySpace community sites have created contact between millions of people and are now two of the most visited network sites on the Internet.

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Consumers have a greater influence on branding and commercial success than ever before. New digital technology and social networks enable consumers all over the world to endlessly exchange information, advice, comments and criticism of your brand and company. Consumers now define the brand and have increasing control. You have no choice but to adjust to the new rules of the digital marketplace and the ever growing sophistication and engagement of your customers.”

To read the entire article, just click on the title to this post.