Is Your Branding Helping or Hurting You?

I recall one national nonprofit that combats a painful and debilitating disease. The organization funds research into prevention and cures, and advocacy for sufferers. When it came time to articulate its brand, the branding folks put all their focus on communicating that those afflicted with the disease can live normal lives with dignity. They actually said, “We don’t want to give the impression that people with this disease need help!” What they communicated without intending to do so: “We don’t need your donations because our people are fine as is.” That’s an extreme example, of course, but every time your brand guidelines insist you focus on hope instead of need, on complexity instead of simplicity, you risk undermining your fundraising and the future of your organization.