Not-For-Profit Toolkit

What is the Not-For-Profit Brand Definition Toolkit?

‘What’s your purpose?’, is an online DIY programme enabling not-for-profits to define their brand in-house, without the need to hire expensive external resource.

You’ll learn how to define your ‘Vision’, ‘Mission’, ‘Values’, ‘Proposition’, ‘Personality’, and ‘Reasons-to-believe’.

Written in plain English and broken into manageable steps, it is packed full of practical advice and tips. The first section explains brand theory simply, breaking down all the terms and demystifying the process. The following section walks you through the step-by-step guide explaining exactly what to do, how to do it and when to do it. Simple.

Expert brand definition at a fraction of the usual cost.

Who is it for?

The short answer is it is for all not-for-profits, large and small, who are interested in the success of their brand. You may be a new, small organisation that is just launching and needs to build a brand or a large well-established not-for-profit in need of a brand refresh. No matter which, ‘What’s your purpose?’ can help ensure that you get the results you need.

You don’t even need to have any previous brand experience as the toolkit will walk you through the programme step-by-step, providing clear definitions for any technical terms.

If you are more experienced, the toolkit will provide you with a ready-made programme to follow, supported by top tips on:

  • how to engage your people
  • how to gain Board level support
  • how to make sure that your programme comes in on time with the necessary level of support.

In short, the toolkit gives you everything you need to ensure that you create a truly effective brand definition.

Why do I need it?

Perhaps more than any other organisations, not-for-profits need to be very clear about their brand. It’s a tough world out there and the competition for a share of purse grows ever stronger.

Being able to communicate clearly what your brand stands for and what it is trying to achieve in a way that resonates with your target market is critical. Of course, this usually comes at a cost, one which can seem prohibitively expensive when there are so many other demands on your hard-raised money.

That is why we have developed this step-by-step guide allowing you to create your own clear and winning brand definition. The toolkit will take you through the whole brand definition process yourself, guiding you through the same steps that our experienced brand consultants take and at a fraction of the cost.

Professional brand development on a limited budget.

What will the toolkit deliver?

Put simply, the toolkit will deliver a clearly defined brand definition that is unique to your organisation. This is important as it is this definition that will act as the blueprint for all your communication and activity, enabling you to build a coherent and motivating brand reputation more quickly and more thoroughly.

Ultimately it will save you precious resource – both time and money. It will help your brand be stronger, more effective and sustainable.

Some of the advantages a clear brand definition will bring include:

  • a clearly differentiated positioning that helps you stand out from your competitors
  • a consistent voice across all your communications
  • articulation of your unique brand story and motivating key messages.

which will help you:

  • achieve focus and clarity
  • attract donors and other supporters
  • motivate and increase loyalty amongst staff and volunteers
  • secure awards, grants and other funding from over-subscribed bodies.

Which is the right toolkit for me?


To succeed, your Brand Definition must be supported and endorsed by your people, whether they are full-time employees or occasional volunteers. Stakeholder engagement is a crucial part of brand definition and particularly important in larger organisations. This is why ‘What’s your purpose?’ comes in two different versions – micro (for small organisations) and macro (for larger organisations).

All toolkits are sold using a one-year licence agreement, which is ample time to complete the project. Please click below for more information.


What’s your purpose? – Micro (for smaller not-for-profits)

Our concise four-step programme provides smaller not-for-profits, including single-person entities, with all they need to create their brand definition. It assumes that engaging the whole team is relatively straightforward and will not require a specific stakeholder engagement initiative.

At just £195 (+VAT) for a full year’s licence, ‘What’s your purpose? – micro’ is perfect for smaller organisations, who will benefit from defining their brand fully in-house.

What’s your purpose? – Macro (for not-for-profits with 20+ employees)

Our more comprehensive seven-step programme is aimed at larger organisations (20+ employees) where the ultimate success of your brand relies on the support and engagement of all your people. The additional sections detail exactly how to run stakeholder engagement programmes and achieve the critical buy-in you need across your whole organisation, including the Board.

At just £745 (+VAT) for a full year’s licence, the toolkit is a fraction of the cost of hiring outside resource.

Micro – Not-For-Profit

The toolkit is divided into three sections:

Section 1: About Brand Definition
Explaining brand definition and introducing our own brand definition model – the one we use when defining our clients’ brands.

Section 2: The Brand Definition Four-Step Programme
The ‘how to’ guide to creating your own brand definition in-house. This section covers the programme, taking each step in turn, explaining what tasks need to be done and how to complete them. To help you, worksheets, templates and tips are provided with each step.

Section 3: Moving Forward
Defining your brand is the critical first step. But it is only the beginning of the journey. The next step is to make sure that it is embedded throughout your organisation and used to direct all your communications and activity. This section helps set you on the right road.

Macro – Not-For-Profit

The programme explains:

  • why you need broader support throughout the organisation and how to get it
  • how to establish your project team effectively
  • how to make sure that you get the support of the Board or the Senior Leadership team
  • how to devise and run an effective Brand workshop with the most senior members of staff (including an outline workshop agenda)
  • how to run an effective stakeholder engagement programme with or without external consultants (including an outline stakeholder engagement discussion guide).

The toolkit is divided into four sections:

Section 1:  About Brand Definition
A comprehensive explanation of what brand definition is and an introduction to our brand definition model. As ‘What’s your purpose? – macro’ is aimed at larger organisations it provides more detail and rationale behind the need for defining your brand. It discusses and explains a number of important issues including:

  • financial implications
  • the need for consensus building across the organisation and how to achieve it
  • the role of the project team and how to make sure it is effective
  • how to win over the Board and ensure a smooth process
  • why and how to define your target audience.

Section 2:  The Seven-Step Programme
Divided into clear stages, the programme covers:

  • Clarification – identifying the drivers for the project
  • Forming the Project Team – how to create an effective brand Project Team
  • Preparing the brief – how to ensure that the project is briefed properly (even though you are doing it internally), so that everyone knows what you are trying to achieve and how to get there
  • Planning the project – setting the timetable
  • Internal engagement / research – outlining exactly how to get buy-in across your organisation whether with the help of external consultants or, if you want to do the whole process yourself, providing you with all the steps and guidance you need to do so (how to set up, plan and moderate engagement sessions, including a sample draft discussion outline)
  • Brand Definition workshop – who you need to participate, how to plan it and how to run it (including outline agenda)
  • Finalising your Brand Definition – post workshop how to fine-tune and get sign-off.

To help you, worksheets, templates and tips are provided with each step.

Section 3: Checklist
An easy to use summary of the programme to help you cover all the pieces of work you need to do in the right order.

Section 4:  Moving Forward
Identifies what you need to do next. Defining your brand definition is just the first critical step, for it to make a difference you need to put the theory into action. This section helps set you on the right road.

Which Toolkit would you like to purchase?

What's your purpose? – Plus

Please contact me to tell me more…