When people talk about brand strategy, they often think of color palettes, logos, and clever taglines.
But the truth is: Your most powerful brand asset is the cause you align with.
For me, THAT cause is heart health.
It started with my mom.
In 1996, my mom went in for an emergency triple bypass. Complications followed—her heart fell out of rhythm, and she became insulin-dependent. Over the next decade, she endured 11 stents (some in the same places as stent technology advanced), a double pacemaker, and ultimately congestive heart failure. She passed away in 2016.
She is why I started volunteering with the American Heart Association in 2000. First through my job at Intermodal Cartage in Memphis.
Then in Houston, where I launched two photography campaigns:
Heart Throbs (2010-2020), ambassadors to spread the message, and Faces of Heart Disease (2019-2020), shifting the spotlight to women’s stories.
Now back in Memphis, I’ve spent the last five years photographing over 70 incredible women for the AHA Women of Impact campaign—leaders, changemakers and advocates making our city stronger.
And here’s the bigger picture: Yes, this work has been meaningful. But it’s also been brand-defining.
Where Passion Meets Purpose
In 2010, I was sitting in a volunteer meeting with the Galveston–Bay Area Houston AHA team when someone said, “We need a few photos of some doctors for a Go Red for Women sponsorship. Anyone know a photographer?”
They didn’t have a clear vision—just a need. And I didn’t have a pitch or a proposal. But I raised my hand and said, “I can do it.”
That one “yes” turned into HeartThrobs: Iconic Men Go Red, a portrait campaign that ran for a decade (2010-2020)
A campaign I created from the ground up spotlighting male “ambassadors” and educating the public on women’s heart health.
My message was always the same:
If even one woman saw one of the men’s portraits and it inspired her to learn more about heart disease… that’s one life we might change.
Then in 2019 came Faces of Heart Disease—a campaign focused solely on real women, real stories, real impact (2019-2020).
When I moved back home to Memphis in 2020, I reached out to the local Memphis AHA team before I even left Texas. I said:
“I want to help. Just tell me where I’m needed.”
Since 2020, I’ve photographed more than 70 Women of Impact (WOI)—leaders in Memphis who use their platforms to elevate the AHA mission. They’re changemakers.
And here’s the kicker:
Since 2010, my photography has helped the AHA raise over $3 million—including $206,000 from the 2025 Women of Impact class alone. I may be just one small piece of the puzzle, but every piece matters—and together, we make a powerful impact.
Why Brands (Personal or Business) Should Partner With Nonprofits
As someone who teaches people how to market themselves with purpose, I’ve seen how powerful it is when you align your mission with a meaningful cause.
If you’re a brand, a business, or just a person trying to build something that matters—
Here’s what 25 years of nonprofit volunteering has taught me:
1. You gain credibility through action—not just messaging. You’re not just saying you care. You’re showing it. In the work you do. In the service of others. In results.
2. You build visibility in purpose-driven spaces. AHA gave me access to events, networks, and stories I wouldn’t have otherwise reached. In return, they received creative campaigns, compelling portraits, and community storytelling.
3. You create emotional connection. People remember why you do what you do. I tell my mom’s story whenever I have the opportunity. That’s what builds trust—and trust is the currency of modern branding.
4. You open the door for measurable impact. A woman in Houston attended one of our luncheons, heard a speaker describe symptoms, realized they matched hers—and ended up needing open heart surgery. Her life was saved because of awareness.
Another collapsed (and died) in her classroom. A computer tech in the room with her knew CPR and revived her. That story instigated a movement that pushed for more people in the community to learn CPR, and the registration numbers showed the impact.
This is the kind of impact branding should lead to.
How to Choose the Right Non-Profit for Your Brand
This isn’t about performative partnership. It’s about alignment.
Here’s how to approach it:
🔍 Start with your “why.” What lights you up or compels your heart to care? What problem keeps showing up in your story?
💡 Bring your zone of expertise. I brought my imagination and a camera. What can you contribute? Time, design, money, leadership, logistics? Everyone has a skill of some kind.
🤝 Build real relationships. Don’t just show up for a gala. Offer ideas. Lend your voice. Help them reach their goals—not just your own.
💬 Tell the stories. If you’re part of something meaningful, talk about it. Share what you’re learning. Show the faces. It’s not bragging—it’s amplifying a mission.
Bottom Line?
If you want to grow your personal brand with more integrity and heart…
Stop chasing followers. Start chasing impact. One action at a time.
Show up. Give back. Partner with a nonprofit that fires you up. Not for clout. Not for claps. But because it matters.
And trust me—your personal brand will grow in the right direction. And you will meet amazing people.
Need help finding that alignment? That’s literally what I do.
✅ Send me a DM and let’s get to work!
SANDY ADAMS 