Your big NGO isn't a big brand. So what should be your brand strategy?

Children take part in an exercise inside a BRAC primary school in Manikganj, Bangladesh. Photo by: Conor Ashleigh / AusAID / CC BY

Most people have probably never heard of the world’s largest nongovernmental organization. BRAC, with a workforce of over 100,000 people and projects reaching 1 in every 55 people, is the biggest development organization operating today.

But compared with groups such as Amnesty International, Oxfam, Red Cross, UNICEF and World Vision, BRAC is hardly a household name. Other organizations have become synonymous with supporting and advocating for developing communities.

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About the author

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    Lisa Cornish

    Lisa Cornish is a Devex Reporter based in Canberra, where she focuses on the Australian aid community. Lisa formerly worked with News Corp Australia as a data journalist for the national network and was published throughout Australia in major metropolitan and regional newspapers, including the Daily Telegraph in Melbourne, Herald Sun in Melbourne, Courier-Mail in Brisbane, and online through Lisa additionally consults with Australian government providing data analytics, reporting and visualization services. Lisa was awarded the 2014 Journalist of the Year by the New South Wales Institute of Surveyors.