Fortune 500 companies spend millions of dollars annually on their brand to influence how it is perceived by various audiences. These companies know that its brand is its most important asset.
A brand is an intangible asset that represents a promise and expectation that rests in the minds of those who are familiar with an organization. Similar to one’s reputation, a brand takes a while to establish, but only takes an instance to ruin.
The Boys & Girls Club brand has many audiences, but the primary audience is donors. The Movement’s brand communications are designed to help Clubs garner the necessary dollars and support to accomplish their mission. There are certain unique qualities about the Boys & Girls Club collective brand that every Club can use as an asset to complement the offerings of their local organization.
- Our history: Few organizations can boast a legacy of more than 100 years of serving America’s youth and communities.
- Our reach: Millions of youth are served by thousands of local Clubs in areas that need it most (i.e., military, Native American lands, public housing, detention centers).
- Our impact: Our impact is seen across thousands of communities through a steadily growing network of trained staff and volunteers, millions of kids attending Clubs every day and countless distressed communities progressing into safe and positive environments.
- Our partners: Part of our Movement’s reliability is partnering with other leading and reputable brands – whether corporate, government, social services or others – in key sectors of society.
- Our national-to-local relationship: Our brand relies on national scope with local action, meaning that we are a collective Movement communicating a singular message. This message can be customized to fit within the framework of each Club’s community.