Eight years of emails. Countless Zooms. Decks, deadlines, revisions and the type of

late-night Slack messages that only happen when both sides actually care. And

then, a few months ago, we were finally in the same room.

Almost a decade of being alongside Armstrong McGuire, we sat across from faces

we had only ever seen through screens. And somehow, it was different.

Not in the work – which has always been great – but in the reason why that work

matters.

When a Partnership Becomes Something More

There are many ways to begin a creative project. Scope. Timeline. Deliverable. And

again, that's okay. Structure is important. The partnerships that create meaningful

outcomes usually evolve beyond those terms.

The ones that last, the ones that really make a difference, have a different journey:

they grow from a project into something closer to a shared purpose.

That's how it went for us at Armstrong McGuire.

We weren't just creating a brand. We were entering into a company that dedicates

its days to helping nonprofits find the leaders, the resources, and the focus they

need to do more good in the world. This is not something that can be done from the

outside. You have to know their beliefs, their mission, and their goals.

That knowledge can only come from the type of partnership that goes beyond the

brief.

What the Best Partnerships Actually Are

In our years of collaborating with organizations, we've observed a clear pattern in

determining whether or not a collaboration is merely transactional or

transformational in nature. Interestingly enough, the distinctions we've noticed seem

to apply equally well to the clients we work with and the nonprofit organizations you

walk into – with one key difference: the organizations that realize this fact make the

most of any partnership they enter.

Here are a few things we've seen in the most successful collaborations:

They go all in on context, not just deliverables. True creative partnerships are not

about passing down the brief and waiting for an output: they involve learning about

the history, the challenges, the goals, and the culture around an organization's work.

Similarly, a nonprofit leader looking for advice from a search firm, a fundraising

consultant, or a strategist must be able to provide that context to his or her partner

in order to achieve the best possible results.

They provide critical feedback, not simply opinions. Successful partnerships result

in honest discussions. This is not because clients suddenly become expert designers

but because they know their “why” enough to recognize whether a design captures

the spirit of their brand. Similarly, the most successful relationships with funders,

board members, and advisors aren't based on consensus but rather on open

communication.

They see every engagement as part of a bigger picture. A logo is never just a logo.

A tagline isn't just a tagline. A single search assignment doesn't end with finding a

candidate. The organizations that thrive through collaborative work treat every step

as an integral part of their greater journey: building a stronger brand, creating a

winning team, and furthering their mission.

They commit to being humans, not clients. Again, this may seem obvious but it

means so much. When both sides of the partnership are willing to discuss their

fears, concerns, and expectations, they establish a connection that helps to create

the foundation upon which they will work in the future. In the case of nonprofits,

whose stakes are often very personal, this level of honesty is crucial.

Why This is Particularly Important in the Nonprofit World

Armstrong McGuire deals with issues of mission and credibility on a daily basis.

Organizations they collaborate with and the leaders they help recruit play a critical

role in their ability to make the greatest impact.

Any transactional partnership here would lead to only transactional results: a brand

that appears credible but lacks substance, or a communication strategy that fails to

resonate with the audience.

However, transformational collaborations come from a commitment to seeing a

project through from both sides. These partnerships are the ones that change

things- that produce impact- the ones genuinely invested in the outcome- not just

the output.

The I AM Campaign = True Partnership

And as we spent time discussing our partnership journey, one more thing emerged

from our conversations: the concept that we believe embodies all of the

lessons we learned through our collaboration experience.

"I AM."

Straightforward and clear, but at the same time quite profound and thought-provoking. "I AM" means Armstrong McGuire, their clients and their partners alike.

It suggests the idea of being Armstrong McGuire – all their partners, the clients and

the people joining them and working side-by-side. As Managing Partner Shannon

Williams said, "Our client successes are our successes. If you win, we win."

This campaign is not a slogan; rather, it is an attitude and precisely the attitude we

have been talking about, which has come as a result of our special kind of

partnership in which two organizations have stopped thinking about where one ends

and the other begins, and started thinking of how the future looks together.

What Eight Years Have Taught Us

Meeting the Armstrong McGuire team in person reaffirmed why we do the work that

we do. We are not just building another brand; we are discovering the people behind it

and understanding the reasons why it exists.

We aren’t in the business of merely building brands. We are understanding what you

believe in, what you’re creating and why it matters to you and your

audience.

We are building something that matters.

That’s what makes our work better, and that’s also what makes this partnership authentic.

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Michael Ussery, Brand Engine

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