What Your CEO (or Board) Really Wants to Know About Branding

I’ve heard more than one CEO ask the questions, “But how does the brand fit into the big picture? What will be the impact on member/donor growth? If our priority is growing support for the organization, how will the refocused brand help us achieve that?”

While there’s no one-sentence answer to those questions, a brand is an organizations’ reputation in the minds of its supporters and prospects. It’s the gut feeling that one has for an organization. Just like consumer businesses and products, organizations have a reputation (brand) -- whether they like it or not. Great organizations actively manage their brand, which means having a compelling answer to the question, “Why should I support your organization?”