What kind of brand and what kind of culture do you have? Is there a gap between how you see your brand and how your community sees your brand? Rob’s guest, Ted Vaughn, explains why so many nonprofits inadvertently develop a “brand gap” by failing to integrate their culture and brand strategy. He also shares how you can avoid making this mistake.

Ted Vaughn, is the co-author of the recent book, Culture Built My Brand, along with Mark Miller. Ted is also a Brand and Culture Strategist at Historic Agency. Historic Agency helps organizations build a brand that matters through brand strategy and design. 

Ted explains how many times nonprofits create their brand in a way that is disconnected from their actual culture and performance. He also believes that many nonprofits are not being intentional about their culture, which can lead to creating “mission drift.” Ted points out that clarity and organizational health are the two drivers to an overall healthy culture. Ted discusses the five pillars of a brand, and how nonprofits can create a strategic roadmap. He also shares why a “brand gap” is harmful to your organization and offers ways to fix it. Finally, Ted explains why branding is so important for nonprofits to get right, and offers advice to leaders as to how they can start to develop a brand strategy.

Find out more about Ted’s book here: Culture Built My Brand

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