Dear Marketing Maven …
The cure? Be specific. As in, “Click this button and give us $10 for a bed net so a child will be saved from malaria.”
Be well,
Maven
Dear Marketing Maven,
Our image is not what I want, so I’m thinking of rebranding with a new logo. Thoughts?
— Making Over in Hanover
Dear Making Over,
Bad idea. Branding is not about logos; it’s about how people perceive you. That’s got a lot more to do with how you treat them, how you conduct your programs and how you communicate your achievements than it has to do with your logo. Don’t spend a cent on a new logo until you dig deeper into these aspects of your brand. Without that level of makeover, a new logo or color palette is about as effective as slapping lipstick on a pig. I don’t think it’s worth spending money on a logo change unless you conclude, after fixing everything else, that your logo is in direct violation of the brand you’ve built.
