Branding: More Than Just Lipstick on a Pig

Andresen says most marketers and fundraisers see communications as the sun and branding as an outlying planet, when in fact branding should be the “center of the marketing solar system.”

“Your brand is about how you stand out, build relationships, win loyalty and inspire action. That stand-out part has to be about more than color schemes. Your organization’s whole programmatic approach — not just marketing — should reflect what your audience wants, what you’re good at, and what you do better than anyone else. That’s what makes your nonprofit strong — and your brand a standout,” Andresen wrote.