Four Building Blocks of Brand

* Brand voice, or what the brand message sounds like when it’s delivered. Cuesta recommends organizations consider what their theme song might be. This might be an indication of your brand voice, e.g., soft, strong, etc.

* Brand touch points, or the ways the brand message is communicated. Examples are direct-mail or e-mail campaigns; special events; or in a brochure. Touch points become the ways participants and supporters recognize your brand.

Once your brand is built, make it a point to ensure that what you promise is delivered and communicated in the present and for the long term.

Carlo M. Cuesta can be reached via carlo@creationincommon.com. To read this complete white paper: www.creationincommon.com/doc/BuildingtheNonprofitBrand.pdf