Build Trust with Bold Branding and Sincere Storytelling

The Nonprofit Leader's Guide

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Rebranding a nonprofit isn’t about swapping logos or picking trendier colors— it’s about removing friction between people and the help they need. We sit down with three dynamic marketing leaders who have guided large behavioral health and human services organizations through bold transformations, unifying dozens of legacy brands, clarifying their promise, and building trust where it counts: at the front door to care. Your team can learn so much from this team of experts: Renee Stein, VP of Marketing and Communications at Boundless, Jana Greig, EVP of Administration at Brightli, and Whitney McChane, Chief Marketing Officer at Clarvida.
These vastly accomplished executives explore the practical “fourth leg” of brand beyond positioning, identity, and message: consistency. You’ll hear how disciplined, research‑driven choices led one team to retire 27 names in favor of a single, bilingual brand designed to feel warm, human, and memorable in a sea of clinical lookalikes. Another guest shares the path to becoming the nation’s largest nonprofit behavioral health provider under one name, and why internal alignment—across leaders, clinicians, and support staff—made the difference between a clever concept and a living, breathing brand.
Storytelling sits at the center of the work. We dig into employee‑generated content that outperforms polished videos, including the tools and prompts that make it scalable. We highlight a traveling portrait exhibit that invites people to tell their own mental health stories, reducing stigma and sparking action. Along the way, we connect data to human impact, reframing marketing as part of the continuum of care: informed campaigns raise awareness, lower barriers, and turn curiosity into contact.
Plus, don’t miss our 'Mission Moment' on inclusive outreach roles that unlock new revenue and representation in the community. If this conversation gave you a useful idea or two, follow the show, share it with a colleague, and leave a quick review to help more nonprofit leaders find it.

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Chapters

1. Welcome And Guest Introductions (00:00:00)

2. Defining Each Organization’s Brand (00:03:18)

3. The Three Pillars Of Brand (00:04:57)

4. Adding Consistency As The Fourth Leg (00:06:36)

5. Knowing Your Market And Community (00:07:53)

6. Research As The Foundation (00:10:03)

7. Being Bold And Standing Out (00:11:44)

8. A Unified Rebrand At Scale (00:13:02)

9. Internal Buy-In And Adoption (00:15:05)

10. When Rebrands Fail And Why (00:16:40)

11. Creative Advisors And External Perspective (00:18:03)

12. Revisiting Each Brand’s One Word (00:19:18)

13. Tenacity As A Guiding Principle (00:21:08)

14. Breakthroughs Through A Unified Brand (00:22:11)

15. Storytelling That Builds Trust (00:24:01)

16. Employee-Generated Content In Practice (00:26:09)

17. Measuring Impact Through Stories (00:28:05)

18. Art Exhibit And Lived Experience (00:29:15)

19. Data With Human Impact (00:31:05)

20. Advice For Leaders Navigating Rebrands (00:32:21)

21. Mission Moment: Inclusive Outreach Roles (00:35:00)

22. Social Enterprises And Holiday Offerings (00:37:05)

60 episodes

#Boundless #Non-Profit #Business #Scott Light