Building a Brand From Scratch

How do you define the brand essence of an organization when the organization doesn’t exist yet? This was the challenge we tackled when the Alliance for Girls was born. A group of highly motivated Executive Directors, from a variety of disciplines, knew that a coalition was needed to support organizations supporting girls. But who were they? What did they stand for? Together, we built a coherent mission and strategy to triumphantly launch this organization, including the brand values and signals that would reinforce their strategy.