When leaders think about branding, they often think about what people see or hear: logo, colors, typography, voice, tone, and visual vibe. Those things are important, but they’re clothing, not identity.
Identity lives deeper…
Ours is a classic tale of the cobbler’s children who have no shoes. Marketing ourselves was a low priority because clients’ work came first. But new opportunities on the horizon were just what we needed to spur us on to realign what people see on the outside with what is true of our core.
Myths and assumptions about branding can keep nonprofits from digging into the power that the process can bring to their efforts of doing good and creating change. Let’s look at nine common misconceptions and paint a clearer picture of what branding is and how it can help drive your mission.
