Branding 1, 2, 3

To this third point, Simmons says a common failing he sees in for-profits and nonprofits alike is trying to be too broad. If your organization can make a specific claim that it can defend in terms of its mission — e.g., being focused on K through 12 education reform, rather than preschool through college — your message will be clearer, as will your target audience. Your brand is the messenger that telegraphs your message to your audience.