Big Brothers Big Sisters of the Brazos Valley unveils new brand positioning aimed at raising awareness of its vital mission, recruiting more volunteers, and serving more youth. The mentoring organization’s new brand look emphasizes the potential inherent in all children.
Big Brothers Big Sisters of the Brazos Valley, along with more than 270 Big Brother Big Sisters affiliates across the country, unveiled a new, modern look and brand repositioning with a goal of deepening its impact for youth in the Brazos Valley.
“The need in Brazos Valley for young people to have a positive role model is more urgent than ever,” said Terry Dougherty, branch director of Big Brothers Big Sisters of the Brazos Valley. “To meet that need it is essential for us to attract more volunteers of all generations. We needed a modernization of our brand to do that effectively.”
Months of research, including focus groups with interested volunteers, as well as current Big Brothers & Sisters, youth, parents, donors, staff, and leadership showed that the brand was not effectively connecting with younger, prospective mentors or conveying the urgency of the mission of Big Brothers Big Sisters. The organization is intentionally pivoting from messages of the importance of mentoring, to messages of the urgent need for the adults in the community to step up to defend the potential of every child through relationships. The mission will remain the same, as will the core model of building bridges in communities by connecting one adult with one child and supporting that match at every stage, but the organization will focus on a child’s potential, and our role as adults in helping children achieve their best possible futures.
“In our community, we know that some youth are facing numerous challenges. Every child is born with potential, but for some youth, circumstances outside their control threaten that potential. Big Brothers Big Sisters defends the potential of every child we serve. Our staff, local advisory board, and supporters are united in our commitment to empower, ignite, inspire and defend the potential of our community's young people.Our new brand is designed to help us achieve that goal,” said Dougherty.
The brand repositioning and new look are just the beginning. In the coming year, Big Brothers Big Sisters will use the new positioning to refocus efforts on recruiting more local volunteers and donors.
Join Big Brothers Big Sisters on Nov.11, 6-9pm, at the Ice House in Bryan. There will be a live and silent auction, Paul Draper, a Las Vegas entertainer, and a catered dinner.
For more information, visit www.bigmentor.org or call 979-224-3660.
About Big Brothers Big Sisters Kids in the Big Brothers Big Sisters program stay out of trouble and in school. Having a mentor helps youth make good choices, avoid risky behaviors and develop the assets they need to grow up to become healthy, contributing, productive adults. During these challenging times children are more at risk than ever before of living in poverty, being abused, joining gangs, dropping out of school, engaging in substance abuse, juvenile delinquency, incarceration, and early pregnancy. Research consistently shows that Big Brothers Big Sisters can help stop these destructive cycles for children who are mentored through the program.
