We're halfway through the year already. How and What?
It has been wild, unpredictable, and sometimes a mess. Your team has cranked, your programs might have evolved in the ever-changing market, and your organization might have shifted in ways you probably didn't fully anticipate in January.
But here's the question: is your brand keeping up?
Brand drift doesn't happen overnight. It creeps in quietly—a new program here, a shifted priority there—until one day your website, your emails, and your social media are all telling slightly different stories. The good news? The middle of the year is the perfect time to catch it.
Part One: How to Tell if Your Brand Has Drifted
- Re-read Your Own Mission Statement
Pull up your mission statement and read it like a stranger would. Now go look at your last three social media posts, your most recent donor email, or your homepage. Do they all reflect the same organization? If you're hesitating, that's your answer. - Audit Your Messaging Across Channels
Pick three touchpoints—your website, your email newsletter, and your most active social platform—and ask yourself: do these sound like the same organization? Inconsistent tone, outdated program descriptions, or messaging that no longer reflects your current priorities are all signs of brand drift. - Look at What You've Been Promoting
Has a new program, initiative, or audience quietly taken center stage in your communications this year? If you're spending most of your time promoting something that barely exists on your website or in your core messaging, your brand and your current focus are out of sync - Ask Your Team
This one is underrated. Ask two or three people on your team—especially those who joined recently—to describe your organization in one sentence. This will probably surprise you to see what they say. If the answers vary wildly, your brand story isn't as clear as you think. - Check Your Impact Numbers
How are you talking about your impact compared to January? If your programs have grown, your numbers have changed, and your website and marketing should reflect that. Outdated statistics and stale success stories quietly erode credibility.
Part Two: Quick Tips to Get Back on Track Before Year-End
- Update Your Bio and About Page
This is the lowest hanging fruit and the most commonly neglected. Your Instagram bio, website about page, and email footer should all reflect who you are right now—not who you were in 2023. - Create a Simple Messaging Guide
We always suggest having a comprehensive messaging guide. This helps teams really understand how to talk about your organization and centralizes a place to say what your audiences want to hear and where they are. You don't need a full brand strategy overhaul to get one. If you can’t do a full guide, even a one-page document that outlines your mission, your audience, your key programs, and three words that describe your tone can get your whole team back on the same page. - Audit Your Call to Actions
Are you still asking your audience to do the same things you were in January? Your call to action might need to change with the season or mission updates. Make sure your calls to action reflect your current priorities and goals for the second half of the year. - Align Your Content Calendar with Your Mission
Take a look at your remaining content calendar for the year. Does each post, email, or campaign connect back to your core mission? If not, now is the time to realign before the busy fall season hits. - When in Doubt, Get a Outside Perspective
Sometimes you're too close to your own organization to see the drift. A brand strategist (hi, that's us! 👋) can quickly identify where your messaging has gone off course and help you get back on track before year-end giving season.
Brand consistency is about making sure every touchpoint is working together to tell a clear, compelling story. A quick midyear check-in now can save you a lot of scrambling when the fall fundraising season hits.
