Nonprofit Resources

Identity is a complex thing. With brands as with people, there are multiple layers: who you are, how you look, and—ultimately—the things you do. Authenticity occurs when all of these things exist in alignment with one another.

To continue growing, nonprofits 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.

If you pay attention to brands and marketing, you may have noticed that “purpose” is having a moment, particularly with for-profit brands. Although you don’t hear that word as much among nonprofits. To understand why, we need to look at what these foundational statements actually are.

Your visual identity is important. It’s part of what attracts people and it’s also how they recognize you. Ideally, the way you look also communicates a lot about who you are and what you care about. But just like there’s more to every book than its cover, there’s more to who you are than the way you look.