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Habitat for Humanity Edmonton: Brand Strategy

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Overview of Project

In 2021, Habitat for Humanity Edmonton embarked on a transformative journey to redefine its brand strategy, aiming to enhance its storytelling and marketing efforts. This initiative was driven by the organization’s recognition of the need for a coherent and impactful narrative to better communicate its mission and values. Partnering with Incite, Habitat for Humanity Edmonton set out to create a robust brand strategy that would solidify its position as a leading non-profit organization in Edmonton and northern Alberta, ultimately fostering a deeper connection with the community and stakeholders.

Client Background

Habitat for Humanity International is a global non-profit organization operating in 70 countries, dedicated to eliminating barriers to a healthier, more financially stable life. Since its inception in Edmonton in 1991, Habitat for Humanity Edmonton has been committed to serving the Edmonton area and the broader communities of Alberta’s north. The organization focuses on providing affordable housing solutions, contributing significantly to the well-being of families and communities.

Incite-led Outcomes

To address the need for a cohesive brand strategy, Incite undertook a comprehensive approach, engaging with internal and external stakeholders to reassess and redefine Habitat’s brand narrative. The process involved:

  • Evaluating Habitat for Humanity’s current situation, including previous plans, messages, and initiatives.
  • Conducting extensive consultations with key stakeholders to inform the brand and fund development strategy.
  • Identifying strategic priorities to focus efforts and communicate a compelling brand story effectively.
  • Articulating Habitat’s value proposition, encouraging an enhanced discourse around empowerment through home ownership, emphasizing the generational impact and transformative experiences offered to corporate partners and volunteers and integrating multiple offerings into a sustainable model.
  • Researching and identifying key partnership opportunities to enhance brand awareness and referability, alongside developing a framework for these partnerships.
  • Providing support to the internal team with a user-friendly implementation plan and equipping them with essential brand story elements for a regional impact campaign and a corporate partnership framework.

”We are immensely grateful for the strategic guidance and creative support provided by Incite. This partnership has not only refined our brand strategy but has also invigorated our team and the communities we serve. The shift in brand narrative truly reflects the heart of our mission and the impact of our work.

Dr. Ann-Marie ReddyPresident & CEO, Habitat for Humanity Edmonton

Impact

The collaboration between Habitat for Humanity Edmonton and Incite yielded significant outcomes, notably:

  • A clarified and compelling brand narrative that transitioned HFHE from its perceived role as a social home builder to a sustainable organization, one that empowers families and forges a generational impact. This narrative better resonates with various stakeholder groups, from board members and staff to volunteers, donors, and industry partners.
    • Habitat for Humanity Edmonton staff, Board of Directors, and the Community Advisory Council have a clear understanding of the repositioning.
  • Enhanced internal capabilities, empowering the team to confidently implement the brand strategy and marketing activities using a strategy that considered their non-profit constraints, focusing on amplifying their current assets and channels for better outcomes.
  • Strengthened brand awareness and community engagement through strategic partnerships and impactful storytelling, allowing HFHE to tell an authentic story that rings true across generations and demographics.
    • As a result of tactical recommendation provided in Incite’s implementation plan, Habitat for Humanity Edmonton held a relaunch event in May 2023 with over 60 in attendance, including a City Councillor, GOA rep, and many donors, volunteers and other stakeholders.

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