NONPROFIT ORGANIZATION
First Book
SITUATION
For 30 years, First Book has strived to help children in low-income communities achieve educational equity. However, the organization’s work and approach have evolved significantly over the years, creating some discord between the existing brand and the current organization. As such, it has become more difficult to clearly articulate First Book’s value proposition to members, partners and donors.
OBJECTIVES
The non-profit sought assistance in crafting language that better reflects who they are today - and in a way that is meaningful and clear to each target audience. First Book’s executive team sought outside assistance to drive alignment and consensus around a refreshed organizational mission and purpose platform.
STRATEGY
After a thorough discovery phase, The First Book executive team was engaged in a strategic branding exercise that resulted in the creation of a Brand Playbook. The Brand Playbook is a succinct but powerful definition of the brand and establishes guidelines for how the brand is publicly presented.
RESULTS
The program enabled First Book to better articulate its brand purpose, the values and principles that guide the organization, and the unique way they execute their vision.
This initiative will be instrumental in enabling the organization to build brand awareness, attract new donors and strategic partners, and ultimately, serve more underprivileged children.
Roles and deliverables
Marcom audit of client and similar organizations
1-on-1 executive interviews and summary presentation
Full-day onsite brand strategy workshop with executives
Workshop summary presentation
Brand Playbook
Boilerplate copy
Tagline recommendations
Employee brand training recommendation
12-month brand relaunch marketing plan (WIP)
ADDITIONAL BENEFITS
Achieved executive alignment, which had been a previous challenge for client
Formed a shared understanding of how employees’ daily work connects to a larger vision
Created a strong, clear unified brand language
Achieving the balance between simplicity of message and desired impact of the organization
Note: This branding program is a work in progress and will not be publicly launched until 2023. Due to confidentiality agreement, the specifics of the work cannot yet be shared.
