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How directors can build a purpose‐driven brand
Author(s) -
Henman Linda
Publication year - 2020
Publication title -
board and administrator for administrators only
Language(s) - English
Resource type - Journals
eISSN - 1949-3215
pISSN - 1525-7878
DOI - 10.1002/ban.31185
Subject(s) - doors , enthusiasm , passion , public relations , product (mathematics) , service (business) , business , identity (music) , advertising , marketing , political science , engineering , psychology , aesthetics , social psychology , philosophy , geometry , mathematics , structural engineering , psychotherapist
People serve on boards of nonprofits because they feel enthusiasm for the mission of the organization. Yet, many directors struggle to tell the story behind their passion. From the moment founders of the nonprofit opened their doors, people began crafting this story behind the mission. Every product they released, service they provided, individual they served or cause they supported helped them carve out a unique niche that helped them build brand identity. Too often, however, directors don't understand the role they should play in telling that story to build purpose into their growth strategies. However, when they simplify their brand so people understand it, they create more effective messaging that allows them to connect with customers and donors. This creates the advantage that differentiates them and allows them to stand out from the crowd.