In 2012, Barakat embarked on a process of rebranding, which has resulted in a more refined website and a clarification of the organization's mission, including a new logo and a visual identity that compliment our revised mission.
Our Executive Director, Angha Childress, was recently asked to share her experience about the importance of developing a brand in the nonprofit sector, particularly at Barakat, for a new book, The Brand IDEA: Managing Nonprofit Brands with Integrity, Democracy, and Affinity.Nathalie Laidler-Kylander, a public policy lecturer at Harvard's John F. Kennedy School of Government, and Julia Shepard Stenzel, a consultant to nonprofits, authored this book that emphasizes the creation of a brand that is anchored in mission, allows for partner participation, and promotes clarity and collaboration. Concerning Barakat and branding, Angha explained that Barakat's vision statement supports the fundamental human right to education, which is reflected as brand identity throughout Barakat's entire organization. Angha also described how a team of Barakat employees, volunteers, and constituents worked together to consider the best way to connect mission with identity.
Barakat's experience demonstrates the values of branding and of allowing for a participative process, which are described more fully in The Brand Idea. Visit the book's website, to buy the book, read Angha's interview, and to learn about experiences/stories from other leading nonprofits around the world.