The Biggest Branding Mistake Nonprofits Make

What is a “brand”? And how should nonprofits think about branding?

Actually, that’s the biggest mistake nonprofits make — how they think about their brand. If you ask most leaders about their brand, they might talk about their logo or their website. But your brand is much more than your visual identity, although that’s part of it.

My favorite definition of a brand is the emotional connection people feel to your organization. What do you want people to feel when they think of your nonprofit? Watch this video, and I’ll explain.