What is a Branding Strategy?
A new required document for assistance awards that tells the Agency how applicants propose to name and promote USAID-funded projects, and how the recipients plan to acknowledge the U.S. contribution. Our goal is to ensure that a wide range of host-country citizens–including direct beneficiaries–understand that the assistance provided is, “From the American people.” This strategy will help us determine in advance if that goal will be met for each project we fund.
