Everybody brands—from the C-suite and front line employees to your customers and donors. Your brand is the story people tell themselves about your organization.
It sounds like the setup from a late-night comedy show: “Two brand consultants walked into a podcast booth...” This time, there's no joke, no punchlines... just brand truths you need to know.
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.
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.
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.