The Art of Brand Strategy

According to Philanthropy News Digest, a nonprofits brand strategy is vital when developing a website. A brand strategy is directly connected to a potential donor’s emotions, and needs. A brand strategy allows for a long term plan to be made for the development of a successful nonprofit. It allows an organization to express its mission, to a large audience in a consistent online experience. A brand strategy makes sure that an organizations website design, and content work together. With a well-developed brand strategy can help a nonprofit ensure that their audience is receiving a well-rounded message that depicts their organization in the best way possible.


The 4 Strategic Foundations of Effective Website

1. Brand Strategy

Brand Strategy helps an organization establish goals by answering questions such as:
  • What is our mission and what do we believe in?
  • How does change happen in the areas in which we work?
  • What role (or roles) do we, or should we, play?
  • Who’s in our brand community?
  • What differentiates us from other organizations?
  • What does the journey to success look like?

    2. Content Strategy

Content strategy helps an organization produce meaningful and engaging information about your nonprofit. When talking about a website content strategy means:
  • identifying content goals and gaps;
  • making sure the content is useful and accessible to everyone;
  • creating a consistent tone and structure; and
  • delivering the right content, to the right audience, in the right format

    3. Technology Strategy

Technology strategy is what allows you to keep things organized for your nonprofit. It also allows an organization to:
  • informs the platforms, frameworks, and tools your organization will use;
  • identifies needed system integrations;
  • supports the organization’s back-office and operational needs; and
  • provides cross-checks that inform content creation and design execution.

    4. Design Strategy

The design strategy is what is created within a website. The design strategy includes:
  • deepening our understanding of context, relationships, and pathways;
  • synthesizing and uniting brand, content, and technology strategies; and
  • balancing all of the above to create meaningful brand experiences.
A nonprofits brand strategy is the face of an organization, and with these four strategic foundations help display to your potential donors why your organization is worth their help.


Angelene Petrarca is a junior at The University of Iowa, where she is double majoring in journalism and sports studies. She is a sports fanatic that hopes to one day be on your television screens covering the latest sporting event from the sidelines.





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