Nonprofits are often fueled by passion and a clear mission—but even the most dedicated teams can struggle to make a lasting impact without a strong, unified brand identity. In Central Alabama, many organizations are discovering that the key to growth and sustainability isn’t just about working harder—it’s about building a brand that truly resonates and connects.
We are sharing insights from Ebert Design Co., a strategic connector and brand consultancy at the forefront of this movement. Specializing in helping nonprofits clarify their identity, align their messaging and access the resources they need to thrive, Ebert Design Co. is transforming how nonprofits tell their stories, engage supporters and fulfill their missions.
It Starts With Brand Clarity
Before launching a branding campaign, Ebert Design Co. begins with foundational questions about brand identity and long-term vision. For Zach Ebert, founder of the company, it’s all about understanding the heart of the organization: Where do you want to be in three to five years?
“We’re looking for several key elements: their authentic mission and values, their target audience’s real needs and pain points, the organization’s unique strengths and positioning and the gaps between where they are now and where they want to be,” Ebert said. “All of these elements come together into a clear roadmap of where we need to go and how to get there.”
Through discovery workshops and stakeholder engagement, Ebert’s team helps nonprofits uncover blind spots, internal disconnects and opportunities that might otherwise go unnoticed. It’s not about selling services—it’s about helping organizations build a brand roadmap to a more sustainable, strategic future.
Branding as the Bridge to Connection
Once a nonprofit’s brand identity is clear, Ebert Design Co. connects organizations with the right people and resources to bring that brand to life. Their flexible team model—built on a network of skilled freelancers and contractors— means nonprofits get tailored support for their unique needs.
“Rather than connecting nonprofits to outside resources, we provide comprehensive solutions through our flexible team model. We work with a network of skilled freelancers and contractors, which allows us to craft the perfect team for each project’s specific needs,” Ebert said.
Ebert likens the process to assembling a crew for a heist: “Imagine it like a bank heist. The nonprofit comes to us with a bank to crack (their specific problem), and we bring them together the perfect team to take care of the job, the getaway driver, the security expert, the lockpick—you get the picture.
Beyond Tactics: Building Brand Alignment
A strong brand identity isn’t just about logos or taglines—it’s about ensuring every team member, volunteer and supporter understands and embodies the organization’s mission and values. Ebert Design Co. helps nonprofits achieve this internal alignment, which is essential for consistent communication and authentic engagement.
This alignment helps solve problems many nonprofits don’t realize they have, such as:
// Inconsistent communication between departments
// Lack of shared language around the mission or values
// Confusing or fragmented experiences for volunteers or community partners
// Misalignment between what leadership wants and what front-line staff or audiences experience
“Consistency builds trust. Without clear brand positioning and audience understanding, marketing efforts become scattered and ineffective, and you start to lose that vital trust,” said Ebert. “We’ve seen too many organizations waste resources on beautiful websites or social media campaigns that don’t connect because they don’t fit into a bigger picture.”
Strengthening the Nonprofit Ecosystem through Brand Power
Ebert Design Co. isn’t just helping individual organizations—they’re strengthening the entire nonprofit ecosystem in Central Alabama by elevating the role of brand identity.
“Our work creates a ripple effect—better branding leads to more effective fundraising, which enables greater impact and builds stronger community trust,” Ebert said. “It’s notjust about making things look pretty; it’s about helping nonprofits become more effective at fulfilling their missions. That benefits everyone in our community.”
By promoting cross-sector collaboration and helping nonprofits engage with civic leaders, funders, designers and community advocates, Ebert is showing that a strong brand is the foundation for lasting change.
A Brand’s Impact is Long Lasting
For nonprofits unsure where to start, Ebert recommends seeking an outside perspective to clarify their brand identity.
“If you’re feeling overwhelmed by where to begin, consider starting with a discovery conversation,” said Ebert. “Sometimes an outside perspective can help you see the forest for the trees and identify which pieces of the puzzle to tackle first.”
While strategy work may not feel as urgent as launching the next program or campaign, the impact is long-lasting.
“Don’t assume you need what other organizations have. Your brand should be as unique as your mission,” Ebert said. “And don’t skip the strategy phase to get to the ‘fun stuff’ faster. The organizations that invest time in understanding themselves and their audience first always see better results from every subsequent marketing effort.”
In a region known for grit, generosity and community spirit, nonprofits don’t need to go it alone. With the help of local connectors like Ebert Design Co., organizations across Central Alabama are discovering the transformative power of brand identity—and finding smarter ways to grow, together.
Meet Zach Ebert of Ebert Design Co.
Zach Ebert is the founder and principal strategist of Ebert Design Co., a Montgomery-based brand consultancy that partners with nonprofits, B Corps and mission-driven organizations to help them create authentic, aligned brands. With a background in visual design and a passion for purpose-driven work, Ebert brings clarity, creativity and collaboration to every engagement. His approach is rooted in the belief that strong strategy and clear communication are the cornerstones of nonprofit success—not just visually, but organizationally.
We’re excited to spotlight our “Champions of Change”—celebrating local nonprofits and the impact they’re making across our community.
CentrAL INC’s 2025 Champions of Change:
- Alabama Network of Children’s Advocacy Centers
- Alabama PALS
- The Baptist Health Care Foundation
- Bottom 2 Top Cleaning Services, LLC
- Cancer Wellness Foundation of Central Alabama
- Child Protect
- East Alabama Youth for Christ
- Faith Radio
- Family Support Center
- Gift of Life Foundation
- Health Services, Inc.
- Heart of Alabama Food Bank
- The Judge Frank M. Johnson, Jr. Institute
- Junior League of Montgomery
- Leadership Montgomery
- Montgomery County Historical Society
- Montgomery Housing Authority
- River Region United Way
- Sickle Cell Foundation
- VOCAL
- The Wellness Coalition
