Repositioning an Established Non-Profit Brand
A non-profit organization was concerned that it had a brand image issue with both its donor base and prospective donors.
Firedrive conducted a target market survey to pinpoint perception of the brand. The study found that there were no negative issues associated with the brand, but there was an awareness issue. With this information in hand, we took the professional and volunteer leaders of the organization through an in-depth positioning workshop, which led to the development of a new positioning and brand essence.
This strategic work laid the foundation for the marketing strategy, including the development of a new logo and messaging as well as branding guidelines. This met the goal of ensuring that the organization and all its partners had consistent and engaging messaging in all communications to help build positive awareness of the organization and its work.