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When you communicate, what’s your brand?
Many people into blogging are by definition into branding too, so you may have your own perspective. I believe that we always should project our own personal brand whenever we communicate with others. (That’s what “creating your communications experience” is all about.) But here’s a new slant – refreshing without reinventing.
I’m on the Advisory Board of The Salvation Army of San Francisco, and for more than a year there has been a NEW branding campaign enhancing an OLD logo. It has been very successful, and we might apply this concept to our own brands as we revitalize.
It was created by a group hadn’t known before but you might have heard of, The Richards Group in Texas.
Here’s their food for thought, along with a great communication addition to The Salvation Army :
What is a brand?
It is NOT a logo:
It is NOT a tagline: “Need Knows no Season”
It is NOT a slogan” “Heart to God, Hand to Man”
A brand is a promise. It should bring to mind certain attributes. We should be able to visualize a brand; it should suggest values. Think: Starbucks, Godiva, Southwest Airlines.
The Salvation Army’s new brand promise is:
Comments
5 Responses to “What is a brand?”
A brand is also the experience — a promise kept. I always loved that logo, I’m glad it’s back.
Love it. The animated .gif needs to slow down, though. I’m not able to read the text that quickly.
well, sovereign is misspelled.
http://dictionary.reference.com/search?r=2&q=sovereign
Good eye Emily – I’ll let them know. (I can’t get into their animated gif.)
Bert
In a word? Amen!
Thanks Bert, for all that you do in our view and beyond.
Brian Humphrey
Firefighter/Specialist
Los Angeles Fire Department