Why your brand is breaking down
I’m about to say something unpopular. What I have the audacity to suggest should have some marketing professionals scratching a line off their resume or LinkedIn profile. It will also create a lot more work for those who claim to crave meaningful change in their organization.
Branding is more than your logo.
*gasp*
Don’t get me wrong, a logo is a huge part of your brand. One of the most visible and important touchpoints of your brand. However, if you’re relying on a logo to tell your brand story, you’re quite certainly falling short. And if you’ve been told by a “branding specialist” that a rebrand will fix your organization’s identity and reputation problems, you’ve been scammed.
Here’s the thing you have to understand about your brand. Unless there is 100% buy-in and intentionality on every platform and every interaction, your brand will break down and you will leave your member confused about your identity at the least, and annoyed about your flip-flopping at the worst.
