Most people understand the value that strong brands bring to the business sector. Coca-Cola, McDonald’s, Toyota, and FedEx are just a few examples of megabrands, each with distinctive personality traits, powering huge corporations. What many people don’t realize is that strong brands are equally important in the nonprofit sector.

Ask a typical nonprofit executive to describe the personality of his or her brand, and you are likely to hear traits like “caring,” “supportive,” and...


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