https://ssir.org/articles/entry/the_role_of_brand_in_the_nonprofit_sector

The link above is about the role of brands in the non-profit sector. It explains that the role of brands has expanded in the last decade, and is no longer just about communications and visibility/recognition among target audiences for the purpose of fundraising. It is no longer only about the logo of an organization, it is more about the organization’s purpose, what you do, and why it matters. It is a global identity that can provide efficiency to an organization, if crafted correctly. If the brand is strategically communicated to stakeholders, it can speak for itself, stand on its own, and allow an organization to acquire more resource and use them more freely. A strong brand adds credibility to an organization and attracts more stakeholders.