The Power of Branding: Why It Matters for Businesses, Nonprofits, and Individuals

Branding is more than a logo or tagline—it’s a promise that differentiates an organization or individual from the competition. Whether you’re running a business, leading a nonprofit, or preparing to enter the job market, a strong brand shapes perceptions, builds trust, and drives success.

For businesses—including small businesses and nonprofits—a well-defined brand is the foundation of customer loyalty. Without strategic branding, companies risk getting lost in crowded markets, while nonprofits may struggle to gain traction in an increasingly competitive funding environment. Investing in branding ensures visibility, reinforces purpose, and ultimately drives engagement.

A brand is the identity that distinguishes an organization or individual. For companies, a strong brand drives customer recognition, fosters trust, and enhances marketing effectiveness. Mission-driven organizations operate with limited resources, making it essential to craft an identity that resonates with supporters, donors, and volunteers. Consistent messaging, clear values, and a recognizable visual identity help establish credibility and expand impact.

For students entering the workforce, personal branding is just as crucial. Employers aren’t just looking for resumes—they seek personalities, expertise, and professionalism that align with their company culture. A personal brand begins with authenticity: What are your core skills? What makes you stand out? How do you present yourself online and in professional spaces?

According to Yifan Ke, “In today’s world, recruiters check LinkedIn after reviewing resumes. Building a personal brand is not only applicable to entrepreneurs—it’s a key part of every college student’s career toolkit. At Northeastern University College of Professional Studies, we learn that your personal brand is not just a digital footprint—it’s a story you carefully edit to reflect your values and goals.”

Ke outlines five key steps: 

1. Clarify your “why.” Both personal and organizational brands should be anchored by passion and purpose.
2. Audit your digital presence—search for your name, manage visibility, and delete outdated content.
3. Select a consistent color palette, tone, and visuals.
4. Build a network of contacts.
5. Engage by sharing stories that align with your brand.

Chunxu Ma emphasizes the importance of LinkedIn’s “Creator Mode” for nonprofits and students. “This simple switch transforms your profile from a static résumé into a mini publication,” Ma explains. “It’s a multiplier that turns small business or campus achievements into global visibility.”

“When you activate it, LinkedIn asks for five hashtags that describe your expertise. Choosing them thoughtfully is critical. For this class, #DigitalPR might reflect a skillset, #HigherEdMarketing could focus on industry expertise, or #GenAIComms might signal engagement with emerging tech,” Ma adds. These hashtags tell the algorithm to whom to send future posts.

For those looking to reach a Gen Z audience, Mu Qu says TikTok is the key platform. “Student creators can shine on TikTok—but in order to outlast trends, Ke’s branding principles still apply. Define your niche, maintain a consistent tone, and engage regularly.”

“As you gather data, refine your content strategy. It’s not about going viral once—it’s about sustainable growth and meaningful connections. TikTok isn’t just a platform for entertainment; it’s a tool for building your voice, growing your network, and laying the foundation for your career,” Qu explains.

Finally, Meimei Wang reminds us to “stay human.” Your brand should evolve as you do, but keep your tone, values, and goals consistent across platforms. At the same time, don’t be afraid to show personality—that’s what makes you memorable.

“A brand is more than a digital résumé—it’s your professional identity in action. Start small, be intentional, and let it grow with you.”

Branding—whether for a business or an individual—is about shaping perception and creating trust. A strong brand attracts opportunities, builds lasting relationships, and ensures long-term success in an increasingly competitive world.

Students: Get involved with the Husky Media Lab to learn more about branding nonprofit organizations, or sign up for a Public Relations experiential learning class or Digital Era Skills class.

Non-Profits: Interested in becoming a client partner? Complete our application form.