strategic branding
Fundamentally,
a good brand
is the verbal
and visual
savvy and creatively
crafted,
carefully
targeted
communications that fuel
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!”
