You’re Not Nike — Get Over It

There is a better way

I'm not recommending that you just ignore branding altogether. (Though if you have to choose between a corporate-style brand and none at all, you're much 
better off with none at all.) There's a better way.

An effective nonprofit brand takes a different approach: Instead of a look-at-me brand, it's a look-at-you brand. It recognizes that donors give to make good things happen, not to support an organization. Instead of promising to be the coolest charity on the block, it promises a fulfilling, information-rich experience that will maximize the donor's impact. It says two things: