How can you create an authentic and transparent brand for your nonprofit?

1 Define your brand identity

Before you design your visual elements or craft your messages, you need to define your brand identity. This is the core of your nonprofit brand, and it includes your vision, mission, values, personality, and voice. Your brand identity should be clear, compelling, and aligned with your goals and strategies. To define your brand identity, you can use tools such as a brand pyramid, a brand archetype, or a brand voice chart. These tools can help you articulate what you stand for, what you do, how you do it, and how you sound.

3 Tell your brand stories

Another way to create an authentic and transparent brand for your nonprofit is to tell your brand stories. These are the narratives that illustrate your brand identity, showcase your impact, and connect with your audience's emotions and values. Your brand stories should be relevant, engaging, and inspiring. They should also be diverse, featuring different perspectives and voices from your staff, beneficiaries, donors, volunteers, and partners. To tell your brand stories, you can use tools such as a storytelling framework, a story map, or a video maker.

4 Monitor your brand reputation

Creating an authentic and transparent brand for your nonprofit also requires monitoring your brand reputation. This is the perception that your audience and stakeholders have of your brand, based on their experiences and interactions with you. Your brand reputation can affect your credibility, trustworthiness, and loyalty. To monitor your brand reputation, you can use tools such as a feedback survey, a social media listening tool, or a Google alert. These tools can help you measure your brand awareness, satisfaction, and sentiment.

5 Update your brand strategy

Finally, creating an authentic and transparent brand for your nonprofit also involves updating your brand strategy. This is the plan that guides your brand development, management, and evaluation. Your brand strategy should be flexible, responsive, and proactive. It should also be aligned with your organizational strategy, culture, and values. To update your brand strategy, you can use tools such as a SWOT analysis, a SMART goal setting tool, or a brand audit. These tools can help you identify your strengths, weaknesses, opportunities, and threats, and set realistic and measurable objectives and actions.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?