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The power of branding: La Donna Burgess, Executive Director of Domestic Violence Resource Center
(April, 2008)
La Donna joined the Domestic Violence Resource Center team in November 2006. She had volunteer on nonprofit boards, yet of the new post, she said, “It was a realization of my goal to fully translate the corporate experience to the nonprofit passion.”
Throughout her career, La Donna has recognized the importance of branding and corporate identity. At Poorman-Douglas (since sold to Epiq Systems), she witnessed a thorough re-branding. She and her coworkers felt a sense of ownership of the company's new brand. If done well, she said, a brand update can have a positive effect on a company's identity. At Experience Works La Donna saw the opposite happen. When this national nonprofit, originally called Green Thumb, evolved over the decades beyond its original purpose, a decision was made to rename and rebrand. But the transition wasn't planned and communicated, La Donna said, and so stakeholders who knew “the Green Thumb people” had no idea who the Experience Works people were. “The confusion negatively impacted the organization's focus and operations,” La Donna said, “and we lost touch with many supporters.”
Arriving at Domestic Violence Resource Center, La Donna found gray-looking, unappealing, and undistinguished marketing materials. “Domestic violence is not an easy subject,” La Donna said. “But just because domestic violence is an ugly reality, doesn't mean it needs to be discussed in a negative way.” After a well-planned rebranding, “our look is cohesive and consistent,” La Donna said. “It exudes energy, life, and hopefulness. It's inspiring and reflects our new positive and constructive attitude. I am extremely pleased with our new identity.”
Agency staff responded well, too, La Donna shared. Without exception, they were excited to get their new business cards; they hand them out with pride, no longer surprised when the recipients comment appreciatively. Many employees return from their outreach activities to share the excitement of having “the best display in the room” or the experiences they had had with audiences coming up to them and giving great feedback. Proud employees are the best messengers of an organization's brand, La Donna added.
The message has, indeed, not been lost on the community at large. “It is not uncommon for me to pick up a phone and hear the caller say, 'I looked at your website and it's phenomenal', and then transition into business.” Simply put, “we look like we know what we're doing.”
Visit Domestic Violence Resource Center's website.
View their general brochure here: English / Spanish.
Email La Donna.
