We're also interested in your thoughts on the great branding debate. By The Horns columnist Tom Harrison took it on in his column in March, and we've been getting some great insights, some of which we featured here. What do you think?
"Tom, Great topic! I liked some of what you say here, but I think further discussion about the definition of branding is needed. Having spent twenty years working for consumer and business branding and advertising agencies before turning my focus to those serving nonprofits about ten years ago, I define branding thusly: your brand is the promise you keep, not the one you make. At it’s essence, your brand is defined by your audience, not your advertising, branding or even your fundraising communications agency. If your target audience has a pleasurable experience with your product, service or nonprofit, and this experience is also reflected in your brand promise, then it paints your brand in a favorable light in their minds. But if your brand promise doesn’t measure up to their experience, then nothing you say or do will change their perception. This is why it’s often said that your branding really begins with your phone receptionist.
Do You Have Answers to These Questions?
We're also interested in your thoughts on the great branding debate. By The Horns columnist Tom Harrison took it on in his column in March, and we've been getting some great insights, some of which we featured here. What do you think?
Responses to "Can Branding Help Fundraising"
"Tom, Great topic! I liked some of what you say here, but I think further discussion about the definition of branding is needed. Having spent twenty years working for consumer and business branding and advertising agencies before turning my focus to those serving nonprofits about ten years ago, I define branding thusly: your brand is the promise you keep, not the one you make. At it’s essence, your brand is defined by your audience, not your advertising, branding or even your fundraising communications agency. If your target audience has a pleasurable experience with your product, service or nonprofit, and this experience is also reflected in your brand promise, then it paints your brand in a favorable light in their minds. But if your brand promise doesn’t measure up to their experience, then nothing you say or do will change their perception. This is why it’s often said that your branding really begins with your phone receptionist.