A brand is the experience your donors have with your organization. Their perception of the organization- what you do, how you talk about your organization and services, your values- affect your brand. If your donors and prospects do not fully understand your brand, it may be because the brand, brand identity, and key messaging have not been fully identified and conveyed in a meaningful way.
A brand strategy defines what you stand for, the personality you convey, and who will resonate with your mission and core values. And while it includes your name, logo, color palette, and tagline, those only comprise your brand identity- the creative elements of your brand.
A brand has to work hard to focus on-
The Branding and Key Messaging Strategy is designed to identify and clarify your brand so that all future marketing and fundraising tactics are created with the messaging, imagery, and tone that appeal the most to your target market. The strategy includes the following:
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