How to Build a Brand
To build a brand, you need to do three things:
1. Get fully aligned with your actions, your spending, and your communications. People look to see if advocacy organizations are walking their talk. Your talk needs to point directly at how you walk and the line you walk needs to be solid. How you present yourself (in visual identity & messaging) becomes a part of what you deliver.
2. Communicate your commitment and impact in the world. It’s fine to talk about problems you’re trying to solve (ending hunger, eliminating poverty, etc.), but it’s just as important to put forth a positive vision of the World you’re trying to bring forth (food for all, universal basic income, etc.).
3. Create a brand that the people of your organization believe in. Make sure they truly identify with the values, visuals, and messaging of your brand. If your people don’t genuinely believe in it, then it’s just shallow words and pictures. A brand is just as much about aligning everyone on your team as it is about building new relationships.