Bring the Brand

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Durham: Too often branding is viewed as just a logo, but I’d argue that it’s the entire way your organization communicates … PLUS the reputation you’ve got.

Even the way you abbreviate your org’s name has branding implications. Acronyms are often bad — they are insider-speak.

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Davey: Executive buy-in is critical. I was fortunate to have strong support, but I also saw attention can wander and some second-guessing after the rebrand was in action.