Goals

• Create a consistent public image.

• Ensure that our organization resonates “beyond the beltway”.

• Honor our history, but reflect our future.

• Greater alignment with the work we do.

Process

• Strategic Planning

• Market research

• 35 in-depth interviews (funders, Leadership Conference member orgs, media, federal government, and academics)

• 5 units on an omnibus survey

• Brand Assessment

• Coalition meeting – 70 members of the coalition and other affiliated groups

• Brand Development

Before and After

• Inconsistent look and feel

• Multiple logo iterations

Before and After

• Specific design guidelines

• Consistent brand image in print and online

• One logo with a clear point of view

Reaction

• Unanimously approved by our National Board

• Expanding opportunities in fundraising

• “Human Rights” really resonates for a lot of people

Tips

• Assume that it will take longer than you plan

• Cross-departmental/board input and participation is key

• Research, research, research!

• Be honest – your brand should reflect your work and vice versa

• Always keep in mind that your brand is only as strong as the support you give it