In the first podcast episode, part of the Erasmus+ project Step into Branding, Natalia Kirilova, entrepreneur and digital marketing expert with over 20 years of experience, explains how NGOs and educational organizations can build a strong and sustainable brand, even with limited resources. Branding, she notes, is not a luxury but a key mechanism for trust, affecting visibility, partnerships, funding, and the overall impact of any organization.

A solid brand begins with clearly defined values and a mission that is reflected in real actions, not only in documents. Without consistency and a long-term communication plan, even good initiatives look fragmented. The personal brand of leaders is also essential: in the social sector, trust is carried by people. Every team member represents the organization through their online behavior, community presence, and professional attitude.

Common mistakes include neglecting communication, inconsistent social media activity, lack of dedicated resources, and relying on tools like “boost post,” which rarely produce strategic results. Small NGOs, however, can achieve a lot with a modern logo, a basic brand package, a functional website, and carefully chosen channels. TikTok works for young audiences; Facebook for older groups.

Working with limited budgets requires prioritization. Investing in branding and a website has long-term value. Support from volunteers, young specialists, and accessible digital tools – including AI – can ease the workload but cannot replace strategic thinking.

Understanding target audiences is another key step. Creating personas helps identify both primary groups and influential secondary ones, such as journalists or institutional partners. Content format should match habits: video for younger audiences, explanatory materials for older ones. Media relations also matter – social networks offer speed, but traditional media provide legitimacy and broader reach. Regional outlets, often overlooked, offer strong local trust.

Emotional storytelling plays a central role. Stories must be authentic, respectful, and ethically told, especially when involving vulnerable groups. A consistent tone of voice and visual identity strengthens recognition and credibility.

Examples such as Cedar Foundation, Four Paws, and the Bulgarian Society for the Protection of Birds show that sustainable brands are built through strategy, patience, and coherence. A strong brand helps organizations be heard, understood, and genuinely supported.

You can hear the whole podcast in Bulgrian here.