Branding is an important part of communicating your message. Your goal is to reach those that need you the most. I found two sites that could be useful to anyone considering how their services are or will be branded. The first includes a pdf of a naming and branding decision tree, from Identityworks http://www.identityworks.com/tools/decision_trees.htm . This tool could be useful during your next board meeting to determine when branding of new programs or services under your organization should occur. The second resource is Analyze Your Brand by AllaboutBranding.com http://www.allaboutbranding.com/index.lasso?page=11,53,75 that includes 30 questions to help you measure your organization's branding strengths. Both of these would be useful for any non-profit interested in their own branding.