Scaling a strong, consistent brand message
Written by katie test davis
You are ambitious.
You want everyone to know your organization – you want the front page of the paper, the brightest billboard in Times Square, every celebrity endorsement.
You need to ensure you have a strong, consistent brand message. Yet you’re a small nonprofit., so (of course) you’ve got caviar dreams on a tuna fish budget.
You know what we say to that? Keep dreaming big.
Here’s our guide to making a big brand splash with a small team.
sing from the same songbook
You’ve done your homework. You know who you need to reach, what they care about, what might get in their way and the best places to find them.
That research is gold. It gives you everything you need to create effective, data-backed core messages.
Now you need a single set of messages (we call them “core messages”) that help everyone at your organization know how to talk about your work.
Your core messages are truly the centerpiece of a successful brand. Having a single, central message helps you do a few key things:
Share what you’re doing and why in clear, approachable language.
Show your audiences why they should care and how your organization is part of the solution.
Ensure every audience hears the same, consistent message. This eliminates confusion and builds momentum.
The real secret is anchoring your messages in the values you share with your audience. When you do that, you empower them to take the action you’re hoping for. Think of every single piece of communication as a chance to drive your core messages home.
train your messengers
Once you have a single set of core messages about your organization, you need to make sure your spokespeople are prepared and comfortable using them.
Let's be real — your team is full of passionate experts who know your work inside and out. That’s awesome! Unfortunately, that passion doesn't always translate into a perfect soundbite when a reporter calls or a donor asks a tough question on the fly.
You can't leave those critical moments to chance. Everyone on your team, from your executive director to your program staff, is a potential ambassador for your mission, and they need to be ready.
Spokesperson training is about building the confidence and skills your team needs to tell your story clearly and compellingly — without getting flustered or going off-message.
Investing in your people this way ensures that no matter who is speaking, your message is consistent, powerful and actually connects with the people you need to reach. It’s one of the smartest ways to make sure your incredible work gets the spotlight it deserves.
repeat, repeat, repeat
Just when you get sick of hearing your messaging and are ready to change it… that’s exactly when it’s finally landed with your audiences.
Great brands are built on consistency and repetition. You wanna know how long Nike has had the slogan ‘Just Do It’? 37 years.
The campaign first launched in 1988. (Talk about a good investment in a PR agency, sheesh!)
Your core messages need to be everywhere. That fact sheet you’re about to put out? Your core messages are the first draft that you layer onto.
Research shows that repetition can both make your argument (or campaign!) more attractive and build support for your cause. As a matter of fact, it’s a critical part of persuasion. In addition to this, when we learn through repetition, we remember the information better and retain it for longer.
So you see? Big brand energy doesn't come from a big bank account. It's born from a smart, scrappy team that knows its story and isn't afraid to tell it again and again.
Go ahead, keep those caviar dreams.
With a clear, consistent message, you're not just working with a tuna fish budget — you're turning it into a five-star meal.
Now go make some noise.
PS - Want more support? We’ve got:
