Your brand strategy is almost complete. You have a target audience, promise, and benefits. All that’s missing is your organisation’s personality!
Your organisation’s personality sets it apart, even if your organisation served the exact same target audience as another organisation with the exact same offerings. Just like each person has a unique personality, so does each organisation. It draws certain people in, and may deter others. However, having a personality is what builds connection and deepens relationships.
Imagine you learned about a person from reading their biography. You read all about their family, their upbringing, their career, their relationships, their hobbies, and even saw pictures of what they looked like. You would know a lot about who they were and what they did. However, you would likely lack connection with this person until you learn more about their sense of humour, the way they interacted with others, how intense versus laid back they were, etc.
In the same way, your target audience will more deeply connect with your organisation if they can see your personality shine through. We define an organisation’s “personality” as the essence or human-like traits of an organisation that influences how its audience experiences it. It should provide guidance on how your audience can expect to be communicated with.
Renew Maternal Care’s personality is “The sage grandmother”. Staff and volunteers speak with wisdom and clarity and communicate in a way that is both loving and direct. They don’t shy away from sharing truth but always do so in a way that’s respectful. In turn, the community they serve respects them.
Occasionally, ministries will use Scripture as their personality. This, again, will only be shared internally as part of the brand strategy. It might never be explicitly communicated to those the organisation serves but should be felt by them through the organisation’s identity and communication.