ProSpeak: Branding as a Living Organism

People gravitate toward confidence. For your organization’s brand to survive in a fast-changing environment, know what you do and why you do it. What is your mission? What is your organization’s name, and do those closest to you know it? That is the beginning of the process of differentiating yourself from others. Teach your stakeholders to be true to the mission of your organization, and come up with creative ways to remind them.