What’s in a (brand) name?

If your product, service, or brand has a name that you believe is undifferentiated or not memorable, you may want to consider modifying it or changing it. While your current name may have some equity with certain audiences, it may be costing you more than what you could gain with a new name.

The heart + soul of your brand

Brand personality is one of seven key elements of a brand. And while I’ve described an organization’s brand promise as the linchpin that holds all these separate key elements together, brand personality is really the heart and soul of a brand.

Position Your Way into the Minds & Hearts of Your Audience

Positioning is about the battle for the mind, heart, time – and yes – the wallets of your supporters. I know that might sound somewhat crass, but people tend to support causes and organizations they connect with and find personally relevant. And, more often than we’d like to believe, sometimes they simply support the ones that are the most persistent.

Moving from Doing Good to Doing MORE Good

Imagine for a moment that you are at a critical point in your life.

You’re jobless and your savings account is dwindling fast. To make matters worse, your immediate and extended family members are all living with you and counting on you for support. And because of circumstances beyond their control, no one in your family is able to work except for you.

Setting your sights on the (right) targets

When an organization deploys tactics before putting energy into segmentation and targeting strategies, impatience is really driving its development approach.

And that impatience can lead not only to “fire before aim” methods but also to “fire, fire, fire” programs that usually result in inefficiency and poor stewardship.

YOU CAN ADD. OR MULTIPLY.

Many nonprofits substitute the word fundraising when they speak of their marketing efforts. Many more nonprofits use fundraisers exclusively in their marketing efforts, and that mentality is, oddly enough, limiting their ability to raise funds.

Is your organization the best kept secret?

Five words I hate the most.
“We’re the best-kept secret.” These five words have been spoken in almost every first meeting I’ve ever had with a nonprofit client.