One definition of “brand” from adman Donny Deutsch
states it simply and elegantly:

A brand is a set of shared values.

This maxim is especially relevant to non-profits like
yours. Every one of your communications must
reinforce the donor’s connection to your mission, and
demonstrate how your programs represent those
“shared values” and bring them to life.

Most of our clients and prospects have well-established
brands, but their brands are not always leveraged to
maximize impact.  We make sure that your copy
messaging, logo treatment and use of photographs,
illustrations and other elements of graphic design are
consistent – while allowing enough leeway to allow
for a variety of offers and formats.

We often define special offers, such as Annual Fund,
Challenge Match Appeal and other creative themes as
“brands within the brand.”  Each appeal must have
its own look and feel – its own new “reason to give” –
but be congruent with the overall brand of your
organization. They are “brand extensions” if you will.

If you think of it in commercial terms, Coke and Diet
Coke share the same overall brand, and the company
is constantly testing and implementing new brand
permutations such as Caffeine Free Diet Coke, Cherry
Coke, Vanilla Coke and more. We’ll give your program
some new and different “flavors” while supporting and
maintaining your own unique brand positioning.