Aligning Brand Strategy Effectively with Your Organization’s Content Strategy

Woman sitting cross-legged on the floor with a laptop with a yellow wall.

Now that we know why aligning branding with content marketing is important, let’s talk about how to do it effectively. First, let’s review  what branding is and why it’s important for your nonprofit or association. 

What is Branding?

Your branding is often the first way someone interacts with your organization—and the emotional reaction that comes along with it is what creates the relationship with your members, donors or supporters. 

Branding is expressed through both the visual and the emotional. It’s your logo and website, of course, but it’s also how people feel when interacting with your organization and what they walk away with. 

Brand is not what you say it is. It’s what they say it is.

– Marty Neumeier, Author & Brand Expert

Using a Branding Framework to Improve Content Marketing

In working with my clients, I developed a branding framework which is made up of four different components: WHO, WHAT, WHY, and WHERE: WHO are the people you serve, WHAT is the problem you solve, WHY is the reason you exist, and WHERE are the ways you express your brand.  

You can apply this branding framework to content strategy like this:

  • WHO – The people reading your content
  • WHAT – The problem you solve through content
  • WHY – The reason you are sharing content 
  • WHERE – The content channels you use

Now, let’s break down each of these components and look at them individually.

Who is our audience? 

The “WHO” defines the people reading and engaging with your content. You can develop this audience based on demographics, location, job or role, as well as values, pain points and challenges. The question you need to ask is: Who is my ideal audience?

What problem are we solving? 

The “WHAT” is the problem you are solving through your content. Think back to the audience’s pain points, how you can solve these problems or make situations easier.Also consider what your readers may learn, or how they may be inspired or grow. 

Why are we sharing content? 

The “WHY” is the reason you share content. Consider what makes yours the perfect organization to share this content. Perhaps it’s your unique story or point of difference from other organizations. Here you can also think about the benefits your audience will receive by engaging with your content—and what will make them come back for more.  

Where are we sharing content? 

The “WHERE” refers to the content channels you utilize. Based on your audience profiles, you can determine the best places to share your content as well as an ideal schedule.  You may also ask: Where else are they reading and engaging with content?

After considering your content marketing through this branding framework, you’ll be better equipped to know who your ideal audience is, what they want to read, what will encourage them to engage with your content, as well as where to interact with them.

Don’t miss my blog on How Branding Improves an Organization’s Content Strategy.

To learn more about integrating branding with content marketing for your association or nonprofit, please visit