Objective:
Aligning the key elements for the positioning of a brand that had not invested in its standardized projection and whose social programs overshadowed it due to a lack of key messages and organizational projection.
Services provided:
Brand Strategy Map
Service period:
May - June 2026
Customer:
Formando Emprendedores
Industry:
Nonprofit education
Location:
Nuevo Leon, Mexico
Brand Strategy Map: Strategic alignment for social impact
A quick look at the project
Brand Strategy Map: Strategic methodology for management alignment
We applied our proprietary Brand Strategy Map (BSM) methodology, a strategic diagnostic and management tool designed to map the essence of the organization. Through a collaborative process with members of the operational team and the Board of Directors, we defined the brand's purpose, vision, and communication style. This exercise aligned senior management under a single conceptual framework, making the BSM a clear roadmap for strategic communication decision-making.
More than 20 years generating impact... without establishing their brand
For over two decades, Formando Emprendedores Sociales (Forming Social Entrepreneurs) focused its efforts on generating a profound educational impact in its communities, postponing the definition of its brand foundations.
This lack of a solid foundation led to fragmented communication, where the identity of its individual programs overlapped and overshadowed the mission of the parent organization. To expand its reach and strengthen its credibility with partners, donors, and beneficiaries, the institution needed to unify its voice, clarify its core principles, and build a solid positioning that reflected the true value of its social work.
Differentiated messages for multiple audiences and stakeholder groups
Given that the organization interacts with diverse stakeholder groups, we adapted the Brand Strategy Map to conduct an in-depth analysis of five key audience groups. We evaluated their sociodemographic profiles, psycho-emotional factors, and specific insights. This allowed us to prioritize Brand Benefits and define the Reasons To Believe (RTBs) required for each segment, ensuring that the message of Forming Social Entrepreneurs resonates with empathy and precision with each audience.
A brand aligned with a vision for the future
100%
Board of Directors and leadership aligned on a single brand vision
+75 pages
strategic report with the complete roadmap for brand projection and communication
0 min.
Time to recognize the immediate applicability, value, and use of the tool
Board
The Managing Partner of Werko was invited to join the Board of Directors, recognizing his strategic value
Our satisfied customers speak highly of us.
“They helped us find the right strategy to position our organization and align the Board and our employees in a single direction. I highly recommend their work.”
Alejandra Hinojosa
General Director, Formando Emprendedores Sociales
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