We often work for clients and develop their PR messages based on their brand. Our first question is, what does your brand stand for?
If you tell me about service and quality and customer focus, you haven't answered my question, because a hundred other brands stand for that. If you are what others are, then there's nothing here to own or protect or build upon.
Compared to what? Compared to all those that you compete with for attention, for commerce, for donations and for employees, what do you stand for? Are you one of a kind or even one in a million?
Hyatt, Marriott, Hilton... they don't actually stand for anything, do they? They can't, because they stand for precisely the same thing. Puma vs. Adidas vs. Nike... They all want to stand for winning. How substantial are the differences?
Make a list of the differences and the extremes and start with that. A brand that stands for what all brands stand for stands for nothing much.
One you understand what your brand stands for, you can actually develop your PR messages.