Night of the Brand Shamans

Branding without shamans
So you want a real brand, not a brand shaman sham. Here’s how: Go easy on the externals (like design), but be a stickler about the internals — who you are. Here some steps you can take:

1. Get rid of your brand guidelines. This will allow you, force you, to build a donor-centered brand. Instead of rigid design rules, you can have design principles that are about the heart of who you are. Couple that with a well-told story about your organization — its founding or defining moment — that’s aligned with donors’ dreams.