Most organizations go to great lengths to carefully craft a mission statement, outline a vision, and develop a tagline to clarify their place in the world. But it’s important to remember that these elements aren’t meant to be stored away as archived material in your annual report. These core beliefs should be an everyday yardstick for all of your communications.
As you work to react to changes in your community, crises, and fundraising ups and downs, it can be tempting to try anything to see what may stick. Something similar happens when there’s a marketing trend or a new channel to explore, like a new social network. When you feel this urge, it’s important to think about how you answer these four questions:
1. Who are you?
2. What is your purpose?
3. How do you accomplish your work?
4. What are your values?
Answering these four key questions will ultimately help you answer a fifth: are your actions and outreach consistent with your organization’s core identity? If not, it’s time to take a step back to ensure everyone in your organization knows and understands your brand—and how you bring it to life.