A strong brand can improve fundraising. A strong brand rarely happens by accident. It's all to easy to undermine your brand by accident, as noted on HubSpot's Marketing Blog, at 6 Branding Mistakes Undermining Your Image:
- Inconsistency Across Different Platforms and Media (While I agree this is a problem, there's an almost exact problem that's even more damaging in fundraising: Extreme consistency. Variety is the spice of life in fundraising, and testing proves it. If everything you do looks the same, fundraising results will drop.)
- Relying Too Heavily on Design Trends (That look that's sooooo cool and trendy today is going to seem embarrassingly dated in just a few years.)
- Straying Too Far From What Made you Successful in the First Place
- Attaching Your Brand to the Wrong Things
- Not Thinking About How Your Brand Will be Received Globally
- Using Copy That Doesn't Accurately Describe Your Brand
Steward your brand carefully. And remember that it doesn't live in a brand guidelines book, but in the hearts and minds of your donors.