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To: All staff
From: Bob Cohen
Date: October 31, 2016

Re: Your input on our company branding & messaging

Dear Michelle,

Earlier this year, we received a Brand Strategy and Key Messages Service Grant from the Taproot Foundation. Our goal was to seek professional assistance in developing and improving our brand strategy. 

Branding is the marketing practice of creating a name, symbol, or design that identifies and differentiates a product, service, or organization from other products, services, or organizations.

Brand strategy is a long-term plan for the development of a successful brand in order to achieve specific goals. 

The Taproot Foundation connects nonprofits with passionate, skilled volunteers who share their expertise pro bono. These business professionals deliver marketing and strategy solutions that organizations need to achieve their missions.

Over the past several months, our Taproot pro bono team conducted interviews with key stakeholders including our staff, our board members, clients, and donors to develop a report on our current brand.

I felt it was important to share their findings with you. I ask that you only discuss the findings among staff.
Click to view Taproot report
Please take some time to review this report. We would like to collect additional feedback from staff to send to our Taproot team before they begin developing our brand strategy. Your input is essential, and we want to hear from you. Please help shape the future of Legal Aid and help determine how we can enhance the services we provide to the client community

Designate a group leader for each of your departments. Your group leader will collect additional feedback from your team and email it to Iris Ma at This is due to Iris by 5p, November 3. I encourage you to focus on Slide 35 (Brand Strategy Overview) and include answers to these questions.

If you have any questions, please contact Iris. 

Thank you for helping us continue to improve our organization.


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Legal Aid Society of Orange County · 2101 North Tustin Avenue · Santa Ana, CA 92705 · USA