Too often organizations relegate branding, communications, and design to the bottom of their priorities list. A tiny slice of the budget is apportioned to this, usually as an afterthought. I’ve certainly been guilty of doing the same.

The reality is that the gut feeling people have about your organization is the most important factor they use in determining if they will engage you. This, by the way, is the definition of 'brand'.

But here’s the clincher: people can see right through your marketing. We roll our eyes at the commercials from oil and gas companies about how they’re leading the renewable energy push. People don’t like being sold to. They like being lied to even less.

So where does that leave your organization?

I studied engineering in college and went to build a career in management and strategy. Realizing that business success is built on more than just analytical methods, I earned an advanced degree in design management and communications.

When I worked as the executive director for a tech-education nonprofit, the importance of the power of a brand became clearly apparent. A nonprofit has two goals: 1) make an impact through their mission, and 2) raise awareness and support to advance that mission. Without a powerful brand as the engine of the organization, the capacity to execute its mission is severely hampered.

Creating an organization whose brand is seen as capable and trustworthy requires both logic and magic. Strategy helps align your organization to its stated purpose. Creativity helps activate that strategy into experiences that foster relationships with your audiences. When your brand becomes the voice of your cause, your impact knows no bounds.

Your organization has a much higher chance of success when it understands the importance of brand, is committed to communications as a core function, and works courageously to align everything from its purpose to its touchpoints.

I’m here to help you make that happen!