Keep Your Focus Sharp (and Skip the Sub-Brands)
I've been thinking a lot lately about something I see across the social impact sector, from the big players to the local heroes: the urge to create a new mark or visual theme for every initiative, program, or idea your organization offers. And while I empathize with the desire to highlight different facets of your work, I also think it’s time for a little real talk.
Let's be honest. Nonprofit marketing and communications resources are often stretched thin, and many organizations already struggle with limited brand awareness in the marketplace. Creating additional sub-brands, with their own logos, messaging, and marketing efforts, just adds more to that already full plate and already spotty name recognition. More importantly, they tend to dilute the very thing that drew someone to your organization to begin with–their desire to build affinity and take action around your mission.
Think of it this way. You’re building a movement, not a collection of loosely associated projects or services. Your audience wants to plug in directly with your organization, with the fundamental reason you exist. When they hear from you, they want to immediately connect with the heart of your work. They do not want to navigate a maze of sub-brands to figure out who you are, what you stand for, or how your organization is adding value to their community here and now.
I know there’s pressure for every new endeavor to have its own shiny package, but resist that urge! Instead, double down on making your organization’s core brand identity truly worthy of your mission. Get the messaging right, ensure your visual system is strong, and consistently communicate your impact.
You need a strong core to support a strong org.
Your core brand is the foundational expression of your organization, and it should have the capacity to represent your mission and values across all communications, enduring over time. If your core brand can’t support your work across channels and spectrums, it’s not up to snuff. If any of the following symptoms sound familiar to you, don’t slap another brand-aid on it! Instead, dig deep and address the root cause.
The constant urge for new "looks": You (or someone else at your organization) frequently feels the need to create new logos or themes for every project or campaign. Regardless of why this is happening, it’s a strong indicator that either your core brand has gaps to fill or it needs a remodel. Strong visual identity systems address everyone’s needs and are built from rock-solid strategic positioning.
Inconsistent or unsophisticated application of your current system: Across your organization, different departments or materials present varied messages, visuals, or tones. The likely culprit here is a lack of tools and training for internal creators to maximize the resources available to them. Instead of going rogue, take a step back, identify what’s missing, and take steps to create a more unified presence moving forward.
Reliance on generic visuals: Your materials heavily depend on stock imagery or clip art due to a lack of a unique, compelling style. If your brand’s visual language doesn't differentiate you effectively from peer organizations, it’s hard to feel satisfied with what you’re putting in front of people. That continual yearning for something more could very well be an indicator that your core brand isn’t much of a brand at all.
And, sometimes you need a little something extra.
While my primary message is to strengthen your core brand, there are specific, strategic situations where developing a sub-brand or a visual theme can be appropriate and even beneficial. If your organization is planning a high profile media campaign, major collaborative partnership, or one-of-a-kind event, developing a tailored creative strategy to meet the moment might make sense. Your organization likely has unique goals, tied to specific audiences and market conditions, that stretch beyond your organization’s day-to-day function. Just remember, even in these situations the desire is to complement, not replace, your core brand. We want to accessorize, not overhaul.
Let me be clear—I am not giving you the green light to take HR’s annual theme or Strategy’s newly minted North Star goal and start promoting them on external communications. Internal initiatives like these provide tremendous value to organizational staff who live and breathe the work 24/7, but external audiences who are exposed to your content far less often have entirely different communication needs and expectations. Don’t confuse the two.
Be a champion for making the right moves in the right spaces.
By prioritizing a strong, unified core brand over the creation of numerous sub-brands, we give our organizations the gifts of clarity, consistency, and lasting impact. This focus not only strengthens organization’s connections with audiences, it also ensures that resources are used effectively to advance missions and build sustainable movements.
The struggle to maintain a cohesive brand experience across an organization is real, but you don’t have to go it alone. If you'd like to chat about your situation and explore some strategies, let’s talk it over.
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