Category Archives: brand strategy

why-I-decided-to-go-back-to-school-at-age-48

Why I decided to go to back to school at age 48

I’ve spent most of my professional life involved in visual communications, but that’s not what I studied as an undergrad (environmental education, at Hampshire College) because I didn’t even know what graphic design was then, and I was terribly intimidated by the “art students”. By my late twenties I had taken a single life-transforming class…

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Get your house in order: how to use brand architecture to repair a fractured brand image

Get your house in order: how to use brand architecture to repair a fractured brand image

Do you sometimes feel your nonprofit is having an identity crisis – like one of your programs or events is more well-known than the organization itself? If the public recognizes the event or program, but not the organization that has worked so hard to make it a familiar success, this can be a problem —…

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5 “Dos” of Brand Personality

The 5 “dos” of brand personality

Brand Personality is the visible and outward manifestation of your brand [CLICK TO TWEET], in subtle and obvious ways – everything from the copy on your website, to your logo, to the signage in the window. When your organization’s brand is defined in this way, your community will more easily be able to connect with you –…

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Ideal Audience Personas

How to create an Ideal Audience Persona: three reasons & a worksheet

Knowing who you are as an organization and how you are perceived is a critical part of the branding process. Once you’ve got a handle on your mission, vision, values, and messages (congrats!), you’ll want to start disseminating your brand identity to the world. But do you really know who you’re trying to reach? A…

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In the Mood for a Mood Board

In the mood for a mood board

A Mood board is a tool that can be used during branding to help organizations get a sense of how their brand is evolving. Mood boards are a collage of: Colors Textures Patterns Images I’m a creative person and graphic designer. Even if I’m not working on a project that involves designing visual identity, I’ll start to…

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The one critical element every great brand needs

The one critical element every great brand needs

I feel like I’m always using the word authentic to qualify the word brand. I do this because authenticity in a brand is of paramount importance. You can’t just make up your brand. No matter how much you want to pay me, I can’t develop the character of your brand either. Your brand is who…

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9 steps to defining your nonprofit’s brand personality

Is your nonprofit… Passionate? Personable? Nurturing? Confident? These are just some of the Brand Personality traits a nonprofit might have. What are yours? Not sure? Does your personality change with each message, audience, or marketing piece? Why it’s important to have a clearly defined Brand Personality Defining an organization’s Brand Personality is one aspect to…

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