So you're starting a nonprofit organization or have one and want to know how to build or strengthen your brand. Well, what is a brand? Is it advertising, your spokesperson, a logo? We have heard of the Red Cross, Oprah, McDonald's. These are all brands. And while there may be positive or negative perceptions about each of these, you'll notice their missions are easy to define—providing disaster relief when needed, inspiring people to live better lives, and providing a cheap, convenient meal. They are all based on making a clear promise to their audience. Essentially, your brand is the reputation you have for delivering on your promise.