UPDATE YOUR BRAND

Have you ever heard of someone wanting to update their brand?

It seems to be a buzzword in today’s culture, however there is a misconception on what that actually means. To many people, updating their brand means changing their logo or re-doing their website. It really goes much deeper than that.

Michael Eisner once said, “a brand is a living entity – and it is enriched or undermined cumulatively over time, the product of a thousand small gestures.” A brand is the entire experience that people have with your organization and as such, it is a definitively strategic endeavor.

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Don’t Let Me-Search Drive Your Creative

We’ve all done it.  We have looked at a creative piece designed for our organization and said something like, “I just don’t like that shade of orange” or “I don’t like that font” or “Really… black text on a bright yellow sheet of paper… that is just plain ugly (unless you are a Steelers fan… but I digress).”  

What we have done is allowed our own personal opinions get in the way of creating the best possible piece. Me-search instead of research.

That ugly bright yellow paper with black text might grate against anyone’s design sensibilities, but studies show that

Stop, Collaborate, and Listen

While that phrase may take you back to 1990 with Hypercolor shirts and Saved By the Bell (you are welcome for your earworm of the day), there are actually some keys that you can apply when working on a project that keeps you spinning your wheels.

Stop
When you are not sure if you are heading in the right direction, often times the best thing to do is stop and evaluate what it is that you are trying to accomplish.  Often we get caught up in trying to do things the quickest way, but we are not doing it

3 Keys to Developing An “Awesome” Brand

A few months ago, I started an experiment.  It all started one day when I was getting my son a drink. I brought him the drink and as a way to prompt him to remember his manners I said, “Thanks, Dad. You’re awesome!” To which he replied with a smile, “Thanks, Dad. You’re awesome!”

Flash forward to today and this conversation had been repeated consistently between him and his siblings. And much to my surprise, they started saying on their own.  Every time they want to express their thanks, I get a “Thanks, Dad. You’re awesome!” And not to leave

Defining Your Brand Essence

How exactly do you define your brand? Many think that a brand is a name, a logo, or maybe even a reference to the services an organization provides. However, at the core of the definition, the term “brand” is much more. It is a promise, comprised of all of the various touchpoints of an organization… the sum of all of the experiences by your constituency.  

So yes, your name and logo are a contributing factor to your brand, but also the message your group conveys, the promise it delivers to its constituents, and the essence of the members of the