Reaching Strategic Clarity by Finding the Organization's Promise

Advocates for Environmental Human Rights was struggling for people to understand its mission: Was it a human rights, legal or an environmental organization? Through stakeholder interviews, workshops with their staff and a hard look at what was the driving force for this organization, we were able to pull the threads together to create an understanding of how to engage people outside the organization with a succinct and colloquial brand promise. This impacted the organization on many levels -- in making the tough programmatic calls when funding faltered, or when CNN interviewed the ED and she was able to articulate the organization’s work with renewed clarity. She states: "The clarity of the brand promise became a touchstone for our organization against which we continually check ourselves."

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