Do animal welfare organizations need to worry about “branding”? Isn’t that just for big business, chain stores and fast-food outlets?

Despite its business buzzword feel, “branding” is something no organization that needs volunteers, donors, adopters, publicity and supporters can ignore, even if they hate the term itself.

In the proverbial nutshell, branding refers to an organization’s essence, its values and identity. It’s what sets one organization apart from other similar organizations, it is what defines you in the mind of your community, what gives your nonprofit its special — wait for it — brand of expression. It’s the answer to, “Who are we? Why do we exist? Why should you support us?”

So let’s say you’re sold on the idea of having a brand identity for your shelter or rescue group. What should it be? And what should you do with it once you get it?

Julie Castle is the chief marketing and development officer for Best Friends Animal Society, in which she led a re-branding effort for the organization and introduced its new call to action, Save Them All. At the recent Best Friends Conference, she gave a presentation on how to create a blazing hot brand and use it to accomplish your mission, raise more money and attract more adopters and other supporters.

You can view Julie’s presentation, then get out there and get branded!