05.14.12

The best brands reflect best practice

Our principal, Mark Perkins, spoke under the auspices of long-time client The Catholic Foundation to a group of non-profits on the subject of branding best practices in the non-profit world. There are more than 1.5 million non-profits in the U.S., and each of these non-profits was started with a noble idea. Each also functions in a crowded and increasingly competitive market, speaking to audiences deluged with countless messages. Here are some excerpts from Mark’s speech:

You don’t want the brand to create your values. It’s the other way around. Your values create your brand.

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Ask yourself two questions about your non-profit brand:

How well is the brand known by your current audiences and by your target audience, if they aren’t the same?

How different is your brand from others? More