By Erika McDaniel
An organization’s most valuable asset is its people. The brand, some would say, follows closely behind. In fact, the world’s most powerful and popular organizations and people also have some of the strongest brands – Pepsi, Nike, and Apple are great examples. And, as evidenced by events in recent memory, a tarnished brand can be crippling; Toyota and Tiger Woods serve as two prime examples. The brand communicates the organization’s values and principles without uttering a word.
Therefore, it is important for The Fund that we establish a strong brand from the very beginning. Over the past nine months we have been working to develop an overall brand for The Fund and implement the brand into all outgoing communications and Fund materials. Our supporters and donors may have noticed a number of changes to The Fund’s online, e-mail and print materials. Some of the most noticeable changes include our new logo and motto (“Sharing the Book of Knowledge”) and refreshed website. Other, less visible changes include updated letterhead, scholarship applications, sponsor information packs and business cards.
Besides our recent delve into new media on the Internet, The Fund also has a number of branding initiatives remaining in the pipeline – including a Wikipedia page and marketing brochures. Although The Fund is relatively new, the Board of Directors is committed to communicating a clear brand that allows our donors and supporters to feel confident that we are committed to ideals of scholarship, leadership, fellowship and, most importantly, sharing the book of knowledge.
