A brand is the impression the public shares about an organization. Your organization already has a brand. It's what the public thinks about you. It’s what fundraisers, constituents, volunteers, and colleagues in the community think about when they hear your name.
This brand awareness may, or may not be accurate, or flattering to your organization. The purpose of influencing your brand is to clearly communicate your strengths. Enhancing your brand, how others think of you, should be a top priority for your organization. It improves fundraising and volunteer commitments and promotes your mission.