Brand Strategy Process

Our brand strategy process is designed to establish the most important and foundational core messaging your organization will use to describe who you are, what you do, and, most importantly, why you do it. 

When completed, your brand strategy will serve as the filter through which all of your internal and external content and messaging flows, regardless of the medium. It will also serve as an essential resource for vetting and onboarding future board and staff members, to ensure alignment around the key messaging that describes your work.

Please invest quality time completing the questionnaires for each section listed below and our team will gather the information and make suggestions based on your responses.

Part 1

Why Statement

Serves as an anchor and a reminder of the driving force that motivates you to do the important work you are doing.


Captures the idealistic future state that your organization foresees as a result of your work. It is your North Star - the direction you are headed in (regardless of how unrealistic it may sound).


Answers the questions, What are you here to do? How do you create that future? Seeks to simplify and make abundantly clear what your organization does, the high-level demographics of the people you serve, and where you work (geographically or within a particular field).

Core Values

Action-oriented statements that let others know who you are when you operate at your natural best.

Part 2

Brand Voice/Personality

The combination of characteristics or qualities that form your organization's unique identity, including the tone and style, or attitude, of all your communications.


Draws attention to the problem that your organization has identified as worthy of being solved, and the high-level approach to solving the problem.


The means through which your organization is working to solve the problem, ideally specifying three major categories to which all programs roll-up.

Central Characters

Every organization has a story to tell, with heroes and those who serve as guides on the hero's journey.

Part 3


How your organization meets needs that donors, partners, and clients are not getting met anywhere else, including promises of what your brand delivers to constituents and the people you serve.

Target Audience

"End users" of your marketing and fundraising activities (those you want to reach through your website, email marketing, social media, etc.).

Calls to Action

Identifies the specific and prioritized actions you want those in your target audience to take once they engage with your brand.

Brand Narrative

Standardized copy used to communicate your organization's story in such a way that it serves as a compelling invitation for people to become a part of it.