Why Theatrical Identity Matters

What distinguishes one theatre from another? It is more than the productions appearing on its stage. Theatres that understand their identity (what they believe, whom they serve and why their work matters) can make more consistent decisions and form stronger relationships with their communities.

A clear identity also changes the nature of competition. When organizations occupy distinctive places within the cultural landscape, patrons have reasons to support more than one of them. That clarity can also make collaboration easier and help donors understand precisely what their contributions make possible.

Branding may communicate an identity, but it cannot create one. That identity must be reflected in an organization’s programming, partnerships and priorities.

Perhaps the clearest test is this: If a theatre disappeared tomorrow, what would its community lose that no other organization could replace?