Fletcher in the News

Branding Can Help Clarify Mission and Attract Donors, Say Authors: Interview with Professor Laidler-Kylander

The Chronicle of Philanthropy

Charities should be less wary of branding efforts and use the approach as an effective way to stand out as nonprofits proliferate, say the authors of a new book, The Brand Idea: Managing Nonprofit Brands With Integrity, Democracy and Affinity. Nathalie Laidler-Kylander, a public-policy lecturer at Harvard’s John F. Kennedy School of Government [and Adjunct Assistant Professor of International Business at The Fletcher School], who wrote the book with Julia Shepard Stenzel, a consultant to nonprofits, talks with The Chronicle:

Why is having a brand so important?

Branding answers the question of who you are, what you do, and why it’s important. Brand is the asset that enables you to gain support from your beneficiaries, donors, and partners to successfully drive mission impact.

One of the problems we have in the nonprofit sector is that we’re perceived as a sea of sameness—we’re all doing the same thing and we’re all trying to do good. What a brand forces you to do is to identify how you’re different.

Read the full interview

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