Imagine launching a journey with no road map or itinerary… think about where you might end up and how you will have gotten there. Now think of writing a communication piece to your organization’s valued stakeholders without a brand strategy. The same principles apply, which is why the saying “all over the map” is as relevant to travel as it is to your organization’s brand. Because we at Doing Good Marketing are a strategic consulting firm, our work with our clients begins with an articulation of your brand strategy.
Contrary to what most people think, a brand isn’t just a name, symbol, or a clever jingle. A brand is a promise you make to your stakeholders—a promise that defines what you stand for, what makes you distinctive. Your organization already has a brand, but it’s possible you may not be in touch with it.
When clients ask us to help them refresh their brand—whether it is well known or newly established—we work with them to articulate who they are and who they want to be. The outcome is a road map your staff and volunteers can use to foster community-wide alignment around what you stand for, and a guide to help them accurately represent your organization in their various roles as ambassadors.