The document discusses branding and messaging strategies for non-profits. It provides information on developing an organizational identity through articulating a vision, mission, values, and personality. It gives examples of effective vision and mission statements. The document also discusses a case study of rebranding efforts for the Woodland Park Zoo to modernize its identity and position it as a conservation leader through engaging educational experiences. The zoo's new vision is for a world where communities protect animals and habitats to create a sustainable future, and its mission is to save animals through conservation leadership and engaging experiences that inspire learning, care, and action.