Developing a new brand identity
Your brand is your personality. It’s who you are. And it should inform everything you do. Your brand is at the heart of what you offer, how you sell yourself, how you interact, your core values, and your sense of humour. Your brand is everything you are and everything you are is your brand.
Build trust with your image — the value of brand identity
Knowing and expressing your brand identity will help you engage your audience in a clear and meaningful way. A well-defined brand identity engenders trust. It’s a personality that evokes an emotional response, which helps people say yes (to who you are, what you’re selling or what you’re asking for). A brand identity will also bring consistency to your work. When your brand is clearly defined, different staff members, volunteers and even freelancers will know how to represent you. They’ll get it. And so will your audience
Ask yourself who you want to be — how to get there
First, take a look at your current brand identity and ask yourself who you are right now and who you’d like to be. Next, examine how you’ve been applying your brand. Is it apparent in everything you do, from your communications materials to your marketing campaigns to events? Is it noticeable in your internal practices and employee training procedures? Remember, if your brand identity is strong, it should be clear and it should be everywhere. If you’ve answered the question of who you’d like to be, begin applying the answer to every facet of your work and you’ll be on your way to establishing a new brand.
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