Think You Don't Need A Brand? Think Again.

It's one thing for Apple or Nike to have a "brand," right? But what about your business, nonprofit organization, or church? Why do you need a brand? Well, here's the reality: You already have a brand whether you know it or not. The question is: What is your brand saying to people??

It might help to define what a brand is. It became a buzz word in some circles about 15 years ago but there is still a lot of confusion about it. And in some circles (like most churches, for example) no one has even thought about its importance.

Here's the deal. Your brand isn't just a logo or a slogan. A brand is:

• Your personality – What you stand for and what you're known for. 
• And a promise – What people (both inside and outside your organization) can count on you for. (Source: Business Week)

In other words, your brand is about your relationship with people. And because it's about a relationship, it has to be honest. We think that's why revisioning and rebranding have to go hand in hand. A lot of organizations just jump right to having somebody design a logo and come up with a snappy tagline for them; they think that'll give them an identify. Um, no. You have to figure out who you are before you can communicate it. 

Have you heard this Rawandan proverb? 

"You can out-distance that which is running after you, but not what is running inside you."

What is it that is so true about you, so central, that you couldn't get away from it even if you tried. Even your neighbors know it's real. In fact, your identify has emerged in part because of your relationship with them. What is the essence of you? Figure that out and you're most of the way there towards developing the clear, compelling message that will be at the heart of your brand. Until you figure it out, let the graphic designers cool their jets.

Need help? 

• We can help you develop an umbrella strategy that answers these most purposeful questions: Who are we and what really matters to us? And our processes will include everybody (inside and outside your organization) who has a stake in what you're doing. (Click here to find out more.) 
• We can work with your umbrella strategy to help you articulate a crisp, clear and memorable message.
• Our creative team members will work with our graphic designer to develop a logo that communicates your message in a clear and honest way. 
• And we'd teach you the basics of how to use your brand effectively.

Let us know if that sounds like something that would be helpful.

 

By the way!

When we work with organizations to help them develop an umbrella strategy, we actually use the kinds of participative processes we'll be teaching about in our newest online workshop, kicking off March 23rd. In this workshop, you'll learn:

• "Participative Process" is not code for everybody gets to decide everything; 
• How to shut down the bullies without scaring everybody else in the room; 
• As a leader, you don't have to choose between being an autocrat or a wimp.

You're invited to join us for Essential 21st Century Leadership Practices. Your registration fee includes:

• Two webinars;
• Two live online chats;
• Two books;
• An invitation to join a dedicated online social networking site where you can meet other leaders who are asking the same questions;
• Permission to use the recorded webinars with your own leaders;
• Two study guides to help you do that.

Early-bird registration is specially priced for this recession at $59.00. 

Click here for more info.

Comments

[Maria Thompson]

Thank you, thank you, thank you for this post! Branding can be a tough sell. Businesses have much to teach us (heresy!) and we have much to teach business.