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For many years Tides has marketed itself under three different names: Tides Foundation, Tides Center and Tides Shared Spaces. Each name corresponded to a different set of services offered by Tides.
| Several challenges evolved as a result of this approach. Clients of one organization didn’t know or understand the services of another organization – even when those services may have appealed to them. Staff were separated from one another, even though their work had a shared vision. And Tides leaders felt they were missing opportunities from the lack of synergy between various Tides organizations and services.
Tides made the strategic decision to create clearer connections between its services and hired Mission Minded to create public messaging around this effort. Mission Minded audited all of Tides existing communications materials, reviewed strategic documents and conducted qualitative and quantitative research. |
Research led to brand positioning recommendations and a new name, as well as the development of a new tagline—What’s Possible—key messages and sound bites. Mission Minded trained staff and board on the use of the new messages. The result is that Tides now has concise, consistent messages that effectively convey how Tides can help forward-thinking philanthropists, foundations, activists and organizations do more with their money, ideas and ideals. |
© 2002–2008 Mission Minded Mission Minded is a Certified San Francisco Green Business and San Francisco certified Women Business Enterprise. Mission Minded helps nonprofit organizations and other do-gooders. Our services include brand strategy, graphic design, Web development and message development. Contact us at 415.552.9360 or info (at) mission-minded.com. |
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