Category Archives: Branding

Branding in the not-for-profit sector

The Power of Stories and the Making of Legends

Converting your brand from a story to a legend.

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The Power of Stories and the Making of Legends

Converting your brand from a story to a legend.

Measuring your brand’s performance is not as hard as you think!

Prompted by a challenge from a colleague a few months ago, I have immersed myself in the world of brand equity measurement to answer the question; how do I know my branding efforts are having an impact? Although definitively measuring

Measuring your brand’s performance is not as hard as you think!

Prompted by a challenge from a colleague a few months ago, I have immersed myself in the world of brand equity measurement to answer the question; how do I know my branding efforts are having an impact? Although definitively measuring

Branding Success Factor 5

Constant evaluation and iteration. They say the only constant is change. And your brand should be no different. Even though you may feel your branding initiative is ‘finished’, it needs to change over time to accommodate changes in the organization

Branding Success Factor 5

Constant evaluation and iteration. They say the only constant is change. And your brand should be no different. Even though you may feel your branding initiative is ‘finished’, it needs to change over time to accommodate changes in the organization

Branding Success Factor 4

Create new ‘markets’ for your mission.  Over the past few weeks I’ve had conversations with folks from organizations representing the various needs demonstrated by people in the homeless population in Edmonton.  Throughout the conversations, one dominant theme emerged; solving the

Branding Success Factor 4

Create new ‘markets’ for your mission.  Over the past few weeks I’ve had conversations with folks from organizations representing the various needs demonstrated by people in the homeless population in Edmonton.  Throughout the conversations, one dominant theme emerged; solving the

Branding Success Factor #3

Make organizational change where necessary to ensure resources are dedicated to the branding initiative The most common obstacle to branding mentioned by NPOs is the inaccessibility of branding expertise.  Since they do not have budget lines to pay for branding

Branding Success Factor #3

Make organizational change where necessary to ensure resources are dedicated to the branding initiative The most common obstacle to branding mentioned by NPOs is the inaccessibility of branding expertise.  Since they do not have budget lines to pay for branding

Branding Success Factor #2

Develop and articulate a clear brand promise.  Brand can play an important role in pushing the organization to develop a succinct, clear articulation of its core purpose.  Internally constituents are able to articulate a consistent message while externally potential constituents

Branding Success Factor #2

Develop and articulate a clear brand promise.  Brand can play an important role in pushing the organization to develop a succinct, clear articulation of its core purpose.  Internally constituents are able to articulate a consistent message while externally potential constituents

Branding Success Factor #1

Be clear about how the organization and its leaders are defining the concept of brand. Begin by asking people within your organization to describe what the concept of brand means to them. Some people will highlight traditional branding activities such

Branding Success Factor #1

Be clear about how the organization and its leaders are defining the concept of brand. Begin by asking people within your organization to describe what the concept of brand means to them. Some people will highlight traditional branding activities such