How to Explain Branding to Trustees and Nonprofit Leaders

Your brand is not what you say, it’s what your tribe says it is.

As you explore the significance of differentiating your nonprofit, at some point you will need to explain branding to the board of directors. Ideally, the board will recognize that they need to move beyond branding to brand alignment.

Branding is like an interpersonal relationship. Individuals want to associate with others who have shared values, shared interests, and shared experiences.

Your cause has values that are true about and that are revealed through its character and personality, in the brand positioning statement, in its programs, and in its activities in the community. Branding creates your nonprofit or community foundation’s persona and culture.

Your tribe (also know as your audience or donors) has values, a way of thinking, beliefs, and behaviors that make up their identity.

Your brand is not what you think about it, it’s what your audience thinks about it. To find your brand alignment, look in the minds and hearts where your cause and stakeholders share experience and values. It will be what makes your cause different.

Related posts:

Near the end of Logan Lucky, the robbery at the center of the film is described as “Oceans 7-Eleven,” a perfect moniker for this country-fried stick-up movie with a compelling story and excellent…

Films are often seen as a form of escapism, offering a temporary respite from the challenges of reality. But, there are times when a film can have the opposite effect, shining a light on overlooked…

While a classic in the sphere of software development, the fixed price model is losing momentum in the rapidly evolving environment. It provides predictability and certainty at the price of flexibi…