Ethos, (Good) Design, & Activation

In all aspects of the nonprofit sector, a strong brand leads the way in building support not only from social supporters & investors, but the people you specifically seek to serve. Branding builds trust, comfort, and opens the door to present & future possibilities through cohesiveness, continuity, strong messaging and beautiful design. Design is the bridge from where you are to where you want to be.

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From the beginning the mission has driven every step taken–each decision made with those the organization sets out to serve in mind. Noble intentions until the organization found success, bringing press and new eyeballs. Things begin to take over from the main mission, so the focus shifts.

New employees are hired to work on those pressing items, often in a silo or a singularly focused effort. New things mean new growth which means new opportunities to serve your clients.

Growth is key to nonprofit success. The question is–how does your organization handle this?

ETHOS

Who the organization is and how it operates and thrives defines behavior, public perception, and employee/volunteer adoption. As nonprofits, this is what drives us each and every day. The challenge is that everyone adopts a mission in their own way–bringing new ideas & thoughts to the table intentionally or unintentionally. It can be a struggle to keep to the core ethos or your organization. On the flip side, this can work to your advantage, as the organization grows. With a clear effort from a brand perspective to keep your why at the forefront, new ideas add to instead of distract from. Letting brand & design drive, allows for adaptable growth.

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What is driving your organization–public perception, core ethos, or new ideas?

(GOOD) DESIGN

There is a difference between design that has meaning & connection, and design done by a friend. Often design by a friend misses the mark of connecting with the organization’s audience. It is often hastily done and short sighted. Inherently, that type of design ends with the logo and maybe a few extra pieces. They are not designed for long-term growth and success.

(Good) design done by a partner giving the right attention, connection, and boldness to push the boundaries (appropriately) creates a whole system to build on. These beginning efforts are foundational–thinking past the immediate to the success driven by your organization’s ethos.
Naturally, when a third-party is brought in, there is tension between what is wanted and needed. A good design partner thrives in that space making the uncomfortable necessary
for growth.

Neighbor lives in the space of sitting around a fire while telling the hard truths of building a brand.

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Does your current design partner see that believes in your ethos or one that works in the short-term?

ACTIVATION

Every brand has a different story to tell and different means in which to share that story. A global nonprofit needs widespread impressions with an organized approach. Local organizations look towards a grassroots, authentic approach that involves smaller scale campaigns, yet still needing the cohesive organization of a design partner.

As most nonprofit leaders know, the organization has to look at the brand from all perspectives. As mentioned before, there are many touch points for a brand: audience, social supporters, investors & fundraising, clients, and corporate partners. Each of these areas needs specific, intention messaging & design. This type of activation of a brand is vital bringing the ethos of your organization to the world.

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What tactics has your organization activated to share your mission to the world?