Conference Roundup: Winning the Battle of the Brand

“Do a brand right, and a donor will trust you. They will tolerate us asking for money,” he said.

Branding can make or break an organization. Marketers must own and drive an organization’s brand because it’s more than just a name and a logo.

Elischer said organizations have a better chance of “getting” branding if they use key thinking to inspire supporters and connect them to a cause, while driving loyalty and making sure it stands out from the pack.