Trust is the most important business and brand asset you manage, especially in relationships with customers, clients, employees, and stakeholders. Our economy works because people trust each other and the businesses they support.
When we say, “everybody brands,” — I’m not referring to the frantic activity around logos, color palettes, or the visual expression of an organization – I’m referring to what any individual thinks about your organization when they interact with its people, service, product, or customer experience.
Talking about collaboration as a core value without making it part of your organization’s behavior with those inside or outside your organization is not just an organizational culture issue, it’s a branding issue.
Progressive disclosure can be an effective approach to creating logical parent and component identities and brand architecture. At some point you may find that your organization has need for a component identity.
Recently, we’ve had some unique opportunities to hear from visitors who frequent philanthropic, nonprofit, and community college websites. The visitors are frustrated.
In our work with mission-driven organizations, we encounter far too many JPEG and GIF format logos and not enough of what makes design and visual branding simple: vector .EPS logo formats.
As you continue to explore the significance of branding, at some point an executive director or executive will need to explain branding to the board of directors. Ideally, the board will recognize that they need to move beyond branding, to brand alignment.
In any type of misson-drive comany or cause, establishing and maintaining continuity in the visible and invisible aspects of your branding is key to managing perceptions. Since you’re marketing aggressively and selectively during the current economic conditions (if not, you should be), you’re more likely to be aware of your messaging and perceptions that you want to project.