Brand Messaging

Nonprofit brand messaging

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Brand messaging is necessary in all external and internal communications of any organization or nonprofit. Think of “brand messaging” as two things:

1. Your “brand” describes the associations people make with your organization – what you represent, what you do and why. It consists of many things, such as a logo, the size of your organization, a specific colour or font or even your tagline.
2. Your “messaging” describes the way you help people make those associations – mission, vision and values. It (read: all three of the aforementioned things) is the throughline in all your external communications, from the newsletter to the call to action to the annual report.

So, brand messaging, then, is all about positioning your nonprofit or organization as unique and different from the rest. It helps your supporters, participants, collaborators and key stakeholders understand your organization. Furthermore, brand messaging gives them an entry point towards an authentic investment in the organization’s continued success.

The benefits include:

• Consistent messaging across all platforms
• Increased capacity among staff to contribute to communications
• Clarity around donor communications

Despite how integral brand messaging is, it is challenging to frame and figure out.

How do I know I need brand messaging support?

Ask yourself the following questions:

• Do you have key messages per platform?
• Is your mission statement up to date?
• Have you recently updated your vision statement?
• Have you reviewed your values?
• Are your mission, vision and values consistently represented in your external communications?
• Do your key stakeholders understand what your organization does?
• Do your staff have a shared understanding of your what your organization does and why?
• Are you clear on what the organization’s unique value propositions and unique selling propositions are?
• Do you have an up-to-date brand guide?

If you answered “No” to any of these questions, now is the time to get nonprofit brand messaging support!

What is nonprofit brand messaging service ideal for?

This service is ideal for nonprofits that have brand messaging frameworks that:

• Are non-existent
• Haven’t been reviewed or updated
• Are not producing consistency across external communications
• Are in their planning stages

This service is ideal for businesses or organizations that:

• Want consistent external communications
• Need better storytelling
• Need communications to be better aligned with strategic plan
• Are interested in further establishing thought leadership
• Answered “No” to any of the questions in the previous section

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