Branding Best Practices and Pitfalls to Avoid

Best practice No. 1: Employ multi-faceted brand strategies. Shaw said many groups use a three-pronged approach that includes:

* 1. Research, in which they focus on segments of donors and how they behave.

* 2. Tell and sell, in which they craft messages for segments; and

* 3. Deliver excellence, where they focus on a few key brand dimensions and then over-deliver.