Strong Nonprofit Brands Begin With Strategy
When they’re just starting out, most nonprofit brands take shape organically. This is possible because of the strong sense of alignment that exists between their work and their purpose.
But as they grow, organizations tend to recognize that this sense of alignment is just a foundation (albeit a good one) and not a brand. To continue growing, they must build a thoughtful and intentional brand that leverages their strengths while taking into account their unique goals and challenges.
That process begins with brand strategy.
Developing a Brand Identity
Some organizations require a full rebrand. Others might just need to rethink their strategy, and there are plenty of in-between projects that often get categorized as brand “refreshes.”
To account for this, our Brand Identity service is divided into three phases that allow us to customize the work based on your nonprofit’s needs.
As you can see, we believe all brand identity projects should be grounded in a comprehensive brand strategy.
What’s in a Brand strategy?
Brand strategy is all about perception: that is, how others understand you and how you understand yourself.
That said, brand strategy deliverables can look very different depending on who you talk to. At Green Gate, we’ve done our best to segment our offerings in a way that’s designed to be flexible and cost-effective, ensuring you only get the assets you most need.
Our Brand Strategy service includes:
A Discovery Meeting - We often refer to this as “brand therapy.” It’s our opportunity to hear from you about your organization’s mission, goals, obstacles, and culture.
Peer Research & Analysis - From there, we’ll research similar organizations, identifying patterns, trends, and opportunities for meaningful differentiation.
Positioning Recommendations - Based on our discovery discussion and research, we’ll present positioning opportunities designed to help your brand stand out while addressing its unique goals and challenges.
Foundational Statements - We’ll use these positioning insights to make recommendations regarding foundational statements like your mission, vision, and values. For nonprofits, these are much more than web copy; they’re your organization’s flagship communications, so it’s critical that they represent your work in a way that aligns with your brand strategy.
Brand Attributes & Personality - We’ll also develop guidelines for the intangible elements that create meaning and preference in audiences’ minds. Because your brand includes how audiences feel about you.
Shaping the Narrative
Your brand isn’t just what you say it is, it’s also what they say it is. And if you don’t help shape the narrative, others will do it for you.
Strong nonprofit brands are stories that you and your audiences create together. They have the power to inform, focus, and most importantly, inspire.
To learn more about how we can help strengthen your nonprofit brand, check out our Brand Identity service page below, or drop us a line at hello@greengate-marketing.com. We’d love to connect.
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