Clarity – Marketing advice for mission-driven companies and causes

Marketing insights to help you achieve greater impact by aligning profit and purpose, for changemakers from conscious companies and meaningful causes. Empower your team and supporters to influence, inspire, and engage the communities you serve through branding, design, and marketing in our digital and social world.

If you haven't picked up on this by now or aren't aware of this truth, brand perception belongs to consumers, not brand owners. Do you measure brand sentiment or brand affinity? Typically, you’ll want to measure two dimensions: Brand characteristics and brand behavior.

The world’s most innovative nonprofits are constantly getting feedback from their constituents (donors, partners and the people they are serving). They deliberately operate with donor-centric thinking driving all initiatives and activities.

Of all the qualities that create a culture of clarity, the call to be courageous is the foundation for all the principles that guide purpose-driven leaders and organizations.

What values guide your organization to inspire, empower, and motivate people?  Does your organization’s brand personality reflect its values and its unique voice and expression?

We see it time and time again. Sales are slowing, recruiting is down, donations are low.

Then comes the call, email, or conversation: “We need a new (website, logo, marketing campaign, brand identity etc).  We patiently listen until we can explain what the problem really is.

Leaders often operate inside a bubble of their own making, forgetting that communication is the language of leadership. The quality of their communication amplifies the conviction of their leadership.

When people ask you to describe the organization for which you work, what words do you use to describe it? I’m not referring to your position statement or pitch (a brief statement that declares why your organization is the only one that serves people for a specific purpose and outcome).

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.

I joined a new association last week. After a disappointing signup experience ( A sign-up form that did not work, requiring me to fill out the form multiple times), I realized I never received any formal welcome.

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