It sounds like a bit of a stretch, doesn’t it? It’s not like brand strategy could ever be compared to performing open heart surgery.

However (me embracing the stretch), a correctly prescribed brand and communication strategy can give “new life” to an existing entity aiming to have a more substantial footprint. For instance, it can boost engagement and enrollment for any initiative. And when it so happens to be a life-changing cause, then “yes, absolutely, branding can impact, change, help save and flip lives for the better.”

Now, an example.

A few years back, we were approached by Earth Education Project, a UK-registered charity with a decade of operational experience in Central America. Despite their close-knit relationship with the communities they served, the NGO somehow lacked the “street-cred” you would come to expect from their extensive and touching work. And to be clear, we’re not talking vanity metrics here. 

See, with social causes – just as if it was a commercial brand – holding a strong positioning attracts more potential beneficiaries, increases enrollments and the much-needed interest of sponsors and donors. 

“All right, all right. But what did you do, and what were the results, Carlos? Jeez!” 

Instead of me saying it, here’s a quote from Andrea Paltzer, the organisation’s Founder:

“The rebranding injected our partners and us with even more passion for what we do. We increased local donors twofold and our courses’ intake fourfold this year.”

That’s a 100% donation increase and a whopping 400% gain in enrollment!

We made significant changes for good, starting with the name. Earth Education Project became XtraOrdinary Women. Design-wise, we literally flipped the female mark, giving them the confidence to go out into the world to flip more women’s lives.

If you’re interested in reading the complete case study, please click here.

If you would like to know more about the organisation and perhaps support them with a donation (wink, wink), click here.

And in case you happen to be in London next week, let me take the opportunity and invite you to a fundraising event on the 26th at Hemingways Lounge in Wimbledon. Click here for more info.

It might just be the case that a revision of your brand’s strategy, repositioning, or optimizing your communications and identity system could be what you need to see x2, x4, or x7 growth (as we’ve helped our clients achieve). If this resonates with you, don’t be shy; let’s have a chat.

PS1. If you were wondering, Madre’s primary focus is strategy, branding design and communications for consumer packaged goods and tech-related services. However, from time to time, an initiative that touches our hearts comes along, and we go in-deep, beyond category, profits or any of the usual filters.

PS2. Disclaimer: the lovely founder of this brilliant NGO eventually went on a date with me, accepted my marriage proposal and since then, we have formed a family together. 🙂