Why Non-Profits Need a Branding Strategy
A Case Study of the Millennium Latino Project
When we think about strategy, many of us immediately turn to benchmarks — numbers we measure to define success. But strategy is more than a checklist. It’s a set of goal-driven, integrated actions that allow an organization to sustain performance and stand out in a competitive landscape.
Yes, even nonprofits face competition. Whether it’s for funding, partnerships, or community attention, organizations must find effective ways to communicate their value. In today’s social and political climate, nonprofits can’t afford to overlook branding. A clear brand strategy is essential to conveying mission, vision, and services in a way that resonates with supporters.
That’s exactly what the Millennium Latino Project (MLP) has done.
Millennium Latino Project | Board of Directors
From Vision to Action
Founded in the summer of 2024, MLP emerged from a powerful need: to support and connect leaders and entrepreneurs to higher networks of opportunity.
Their mission is simple yet impactful: Creating purposeful connections for professionals and entrepreneurs.
Co-founders Stephanie Herrera-Ríos and Edwin Rosales built MLP from their lived experiences. Both had faced financial barriers to accessing networking opportunities. Membership-based organizations often come with high fees and limited value. Stephanie and Edwin wanted to break that cycle — creating a space where meaningful connections could be built without the financial gatekeeping.
Branding as a Catalyst
So, how did a grassroots nonprofit gain momentum so quickly?
The answer: strategic branding through social media and in-person community engagement.
MLP launched their branding strategy on Instagram, sharing consistent posts about their mission, vision, and the community they were building. By defining a clear voice and message, they built a recognizable identity that resonated with their audience.
In less than a year, MLP has:
Hosted 10+ events in collaboration with nonprofits and small businesses in the Lynn, MA area.
Built a loyal following by highlighting authentic stories and opportunities.
Positioned their brand as a movement of connection and empowerment, not just an organization.
Collaborated with 40+ vendors and 10+ sponsors, and relaunched La Cultura Fest in honor of Hispanic/Latinx Heritage Month and their 1st Anniversary.
Engaged with local city council officials to strengthen civic awareness.
Won the eForAll Spring 2025 Pitch Contest.
Key Takeaway
For nonprofits, branding isn’t about logos or color palettes alone. It’s about voice, consistency, and community recognition. The Millennium Latino Project shows that with a clear brand strategy, even a young grassroots organization can make a transformative impact.
Their story is a reminder: Branding is not a luxury. It’s a necessity for nonprofits that want to thrive, grow, and sustain their mission.
How Your Nonprofit Can Start Building Its Brand Strategy
Getting started with branding doesn’t have to feel overwhelming. Here are three simple steps to begin shaping your nonprofit’s identity:
Clarify Your Core Message
Define your mission, vision, and the impact you deliver in plain language. Ask yourself: If someone discovered us today, what’s the one thing we want them to remember?Establish Your Voice
Consistency matters. Decide how your organization speaks — whether it’s formal, inspiring, community-driven, or bold — and reflect that across emails, social posts, and events.Leverage Your Platforms
Meet your audience where they are. Use social media, newsletters, and local events to reinforce your brand and invite deeper engagement.
Remember: branding is not a logo. It’s the relationship your community builds with your nonprofit over time.
About the Author
Gladys Muñoz, MPH, is the Founder and Chief Executive Officer of IntiNova Consulting. With a passion for economic equity and inclusive growth, Gladys helps small business owners turn strategy into sustainable success. She brings both professional expertise and lived experience to empower entrepreneurs—particularly within the Hispanic/Latinx community—to thrive and expand their impact.
✨ At IntiNova Consulting, we believe that every business has the power to grow through connection, strategy, and community. Contact IntiNova Consulting today and let’s build networks that truly work for you.