Resource Brief: Building and Sustaining Your Reentry Program Brand
Resource Brief: Building and Sustaining Your Reentry Program Brand
Branding raises awareness of your reentry program and communicates the work of the program and the population it serves. If developed correctly, a program’s brand can guide the audience’s perception of the program.
A reentry program’s brand consists of several elements—its name, values, mission statement, vision, and logo—all of which should be used consistently to reinforce the public’s perception of the program. An intentionally designed program brand:
- Builds a strong emotional connection with target audiences
- Promotes loyalty and trust
- Establishes your organization or agency’s credibility as a reentry service provider
- Motivates clients to participate in your program
- Persuades funders to invest in your program
- Inspires potential partners (agencies and community-based providers) to work with you
This resource brief from the Evaluation and Sustainability Training and Technical Assistance (ES TTA) team at RTI International and the Center for Justice Innovation (formerly the Center for Court Innovation) discusses the elements of a reentry program’s brand, including examples for each element, and provides helpful tips for building and sustaining your reentry program brand.
