What Your CEO (or Board) Really Wants to Know About Branding
Your logo, tag line or any other tactical approach (fundraising, events, member acquisition, etc.) are simply reflections and reinforcements of the brand. Your organization’s brand will be driven by the experiences you create with staff, vendors, media, government, industry, communities and supporters — and the emotional feelings these groups develop as a result of those positive experiences.
Refocusing of your brand will help to make your organization’s reputation clearer. Your message can be spoken in relevant and authentic tones, making your results more consistent.
When you begin to move forward tactically, on a solid brand-strategy platform, you can speak across multiple channels with one-voice consistency. Over time, this will impress your unique value to the marketplace — those who can and will consider supporting your organization — and you will see growth. It’s about having a strategy that your CEO — and your entire organization — can get behind, believe in, and live through every supporter and prospect touch point.
That’s what the CEO wants to know about branding.
Michael DiFrisco is president of BrandXcellence, which offers brand-strategy workshops to nonprofits. Visit www.brandxcellence.com