For the Branding Critique, you will memo summarizing your brand audit for your nonprofit organization. Refer to the handout for details on brand audits.

Instructions:

• Imagine that you are the Marketing Director of your nonprofit, and you are writing a memo to the Chair of the Board. You are writing to share the results of your brand audit, which was requested by one of the board members who believed the organization should consider a rebranding.Make explicit reference to course readings to support your analysis and recommendations.
• Review at least 3 "touch points." (i.e. website, printed materials, press releases, social media, events, etc.)In your memo, briefly summarized the materials you reviewed.
• Evaluate the organization's brand based on their stated mission and vision.
• Describe the brand's tone, look, and feel
• Analyze the consistency and cohesiveness of design and appearance, message tone, and message content:
• What are the key messages?
• Are there confusing messages?
• What's missing?
• Ask questions of what you see, read, and hear.In the memo, you will:
• Make your recommendation for conducting a rebrand, refresh, update, or not -- and explain why. Describe the future state if the current brand remainsin tact, or the potential return on investment if the recommendation is to rebrand.

Format

• memo using the guidelines for writing business memos as described here:https://writingcenter.gmu.edu/guides/writing-business-memos(Links to an external site.)
• .
• Your memo should be single-spaced, 11 point font,and left justified.
• Instead of using indentations to show new paragraphs, skip a line between paragraphs.
• Use headings, subheadings and bullets/lists to help the reader pinpoint certain information.

Total Marks- 30