Services
In-depth Brand Strategy
Your nonprofit’s reputation is your brand. It’s what others say about you and how they feel about your purpose, identity, beliefs, and your vision for the future. Brand Strategy helps you create organization-wide clarity about who you are, what you do, and why it matters.
Your Brand Strategy sets the tone for everything your organization says about what it does.
Process and deliverables:
- Research, Discovery, and Assessment—Together, we’ll explore your organization’s brand story, challenges, work, and opportunities through surveys, interviews, and group conversations. I’ll look for areas of harmony and tension. And we’ll define the most important elements of the final Brand Strategy.
- Workshops—We’ll document the most important details of your brand and the experience you’re creating for people during 3 interactive remote workshops.
- Brand Strategy (Deliverable)—After completing workshops, I’ll complete the writing of the Brand Strategy that your organization will use to connect, communicate, and engage the hearts and minds of your audiences.
Brand Strategy gives you:
- A clear and compelling mission and reason for being
- A vivid picture of what the world looks like and how it’s different when you’re achieving your mission.
- Positioning that clarifies the work you do and how it fits within a system of peers and partners.
- Brand values that help remind teams of what must be priorities guiding their day-to-day work.
- Your strengths, achievements, and differentiators.
- The promises you make at the core of your brand and to your audiences.
- The people you work with, on behalf of, and whose support you need.
- Storytelling for connection, movement, and narrative change
- How change happens and what success looks like
- How you use your organization’s voice across words, images, and data
Project Profile
Virginia Poverty Law Center
After more than 47 years as Virginia’s cornerstone legal aid organization—and with a new website on the horizon—Virginia Poverty Law Center took the opportunity to reflect on how it had worked to end the cycle of poverty and build upon its strengths and accomplishments.
VPLC has an exceptional reputation with policymakers on both sides of the aisle, funders and donors, government officials, the legal aid community, attorneys, partners, and the public. The organization decided to bring these strengths to the forefront while addressing confusion about its work—unlike many legal aid organizations, VPLC supports and strengthens local and regional legal aids throughout the state rather than representing individuals in court. Together, these efforts would create a new set of strategies and messages designed to clarify, unify, and amplify the brand’s impact, and establish a foundation for the new website.
“Working with Paul on our brand strategy was nothing short of transformative for VPLC. Through his thoughtful process of interviews, research, and guided discussions, he helped us distill who we are at our core and how we want to be seen in the world. The final brand strategy document gave us clarity and alignment across the organization: it unified our voice, clarified our mission and values, and created a strong foundation for our upcoming website redesign. Paul’s work didn’t just give us a roadmap for communications—it gave us confidence and cohesion as we move forward.”
—Ezra Halstead, Director of Legal Education and Technology, VPLC
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