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:

Here's the animated execution.