How can a nonprofit ensure that its brand is supported by — and in turn supports — its culture? Four principles can ensure this synergy.
A powerful brand that showcases the work of an organization in a meaningful way can achieve such connections while also magnifying the impact of the organization’s work. Foundation and not-for-profit brands must deliver compelling, unique value propositions while also conveying authenticity; any whiff of hype or empty promises will backfire badly. Identifying and communicating this value proposition involves many of the same elements used in developing a commercial brand, beginning with research to understand the specific needs and expectations of all key audiences, and deploying message mapping to express the brand to individual audiences.