strategic branding 

Fundamentally,

a good brand

is the verbal

and visual

savvy and creatively

crafted,

carefully

targeted

communications that fuel

effective marketing

and

development strategy  

fancy pictures and clever words are sometimes misleading: 

that’s why brand management is so important . . . 

From my experience, brand management begins in-house, with a painstaking and candid drill-down to define core values and strengths, identify intra-organizational commonalities, and prioritize external partnerships.  It is distilled from the perspectives of everyone from the drone worker to the queen bee – and of the people they all serve every day.   

 

Effective brand management transforms the impetus of the original vision into a compelling individual mission of support – both within the institutional culture and the broader community in which the institution lives.  

 

At its very best brand management advances the vision for good from a meaningful whisper to a roar of collective actualization.  It transcends every demographic definition to position a confidence that connects across race, gender, age, nationality, income and geography to say:  “My brand is yours!”

 

© 2019 by outside the box