ProSpeak: Branding as a Living Organism

What then would cause any crisis of faith? Is it that the organization’s logo is not interesting enough? Is it that people are simply not sure about the services the nonprofit delivers? Maybe. But this question arises at both established and startup organizations.

We have to embrace that a brand is a living mechanism. Thinking of a brand as simply a part of the marketing domain limits our view of its power. An organization is a living organism that interacts with the world through multiple entry points. Holding on to the concept of a steady brand means that you are working in a static environment. Branding is an on-going communication and value exercise. At its foundation, it promotes the view that the organization is clear about its mission and that there is a quantifiable system in place to make sure that a consistent message is conveyed.