When other people look at your organization, do they see your heart, your passion, the identity you think they see?
As important as it is to establish who you are, it is equally important to be sure that you are communicating that in a way that others are understanding. Which is why you should always be internally auditing your brand and how you are spreading your message. So how do you do that?
Step One: Ask 4 or 5 of your acquaintances: not your friends who already know you, your heart, your passion, but those who just know you somewhat superficially. For example, Kristin Choitz, founder of Extending Hands and our client of the month, might ask her hairstylist, who doesn’t even know she started a non-profit, over her best friend who has been on the journey with her from the time she first met the women of Zambia.
Once you’ve found the right people, ask them to look at your website, Facebook page, print and digital media, and any other materials for your organization without telling them anything else about who you are or what you are doing. (You might offer to buy their lunch or something to give them some incentive to help you out). Then ask them who they think you are.
Either you will find out that you are communicating your message effectively, which is a rewarding experience in itself, or you will glean valuable information about how you need to tweak your materials to better represent your values, purpose, and heart.
Step Two: Call in a professional. The Winn Group can perform a full brand audit for you. We listen to your concerns and make sure that all of your communication is on point with who you are. We’re here to help.
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Disclosure of Material Connection: The Winn Group has not received any compensation for writing this post. We have no material connection to the brands, products, or services that we have mentioned. We are disclosing this in accordance with the Federal Trade Commission’s 16 CFR, Part 255: “Guides Concerning the Use of Endorsements and Testimonials in Advertising.”