The survival of current Environmental NGOs depends on their ability to publicly sustain an issue and to be seen by those interested as the vehicle for processing and transforming the matter.

To achieve this, the NGO must reach out to their audience in search of two objectives: first, to propagate the values, ideas and beliefs that give meaning and entity to the organization. Second, it must ensure that its stakeholders feel involved and committed to the organization. Thus the NGO can attract stakeholders to contribute to their cause, through both direct and economic participation.

These objectives require that the image and communication of an NGO should look to draw attention publicly to the issue that the NGO itself embodies, or to interpret the problem, synthesizing the diagnostic of the situation, dangers and possible solutions of this issue. In addition, it must define and differentiate the NGO so that it is clearly understood to have a central role in the solution of the specific subject matter. This requires the image that conveys the identity of the organization to tell in some way a story that insinuates a cause and effect, a present and a possible future of the issue.

In this context, the brand of an NGO should operate not only as a symbol of identification, but also as a speech or visual slogan. This means that the brand must instantly convey and achieve an understanding of the agenda, place of action and social significance of the organization. The visual slogan will mark the field of work while at the same time will be sufficiently alluring to attract everyone connected to the issue.