Branding your business

Marketing and social media has inevitably become one of the most popular forms of advertising. Corporations have taken that a step further in branding their companies by choosing flashy colors and simple yet creative designs. Branding is to tell a story of an entire mission with nothing but a few words and a logo. For some, this aspect comes naturally and successfully. Other times, a bad logo or brand can break a business. For others, branding comes with much research on what will be most effective to viewers, customers, donors, etc.

Habitat for Humanity did a study on an international level regarding branding and it did not go unnoticed. The non-profit organization was awarded the prestigious title of brand of the year for social services based on the 2016 Harris Poll. This was the second consecutive time they were voted best brand.

What they did was change the mission statement in efforts to make the message clearer. Previously it stated: Habitat for Humanity is working to put God’s love into action by bringing people together to build homes, communities and hope. Now the mission states: Habitat for Humanity builds strength, stability and self-reliance through shelter. Additionally, the colors used for Habitat previously were darker blue and green but it has been changed to brighter shades to attract more eyes to the logo.

Same goal different wording, yet according to a study the simpler mission is more effective and meaningful. With that being said, be careful when determining how you will brand your business; whether it’s a big corporation, a small local business, or non-profit the message matters.