Why the Hardest Brand to Build Is Your Own
Even the people who do this for a living struggle. THE CONFESSION I’ve helped organizations find their voice, clarify their story and build marketing strategies that actually get used. I can sit down with a new client, work through their brand fundamentals and have a solid framework sketched out in a matter of weeks. Assessing […]
The GPS You’re Missing: What Brand Architecture Actually Does
And what it has nothing to do with. When nonprofit leaders hear “brand architecture,” most picture a six-figure invoice and a year-long process that ends with a new logo. So they file it away for later, when there’s more budget, more bandwidth, more of everything. That assumption is costing them. Brand architecture is not a […]
When Everyone on Your Team Tells a Different Story
It’s not a communication problem. It’s a foundation problem. THE TEST Ask three people at your organization what makes you different. If the answers match, congrats on that recent staff retreat. For most organizations focusing on community revitalization, the answers won’t match. That’s not because people are confused or indifferent, it’s because each person leads […]