Now, take a look at a few of these brands below and see what springs to mind. Can you quickly and easily tell (this is a bit of a “cheat” since we’re just looking at once type of communication vehicle, a website) what they do or don’t do? Who is their key audience? What are their promises to their customers? Can you tell what the brand’s personality and tone is? If not, why? Consider these questions and impressions as you embark on the road to cementing your own organization’s identity.

• World Wildlife Fund
• Mercy Corps
• Progreso
• Hermes
• Seventh Generation
• Ben & Jerry’s

And finally, a few additional branding resources to help get you started:
• http://www.allaboutbranding.com/
• http://www.fastcompany.com/online/10/bedbury.html
• http://www.ssireview.com
• http://www.fastcompany.com/magazine/99/open_essay.html
• Brain Tattoos
• Branding for Non-Profits
• http://www.onphilanthropy.com/bestpract/bp2004-01-23a.html
• Uncommon Practice

Next Week: Message Strategy Development

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Diana L. Reid, Conscious Communications