2 Responses to Branding as an Organization and an Individual

  1. Matthew Epperson August 16, 2011 at 4:26 pm #

    My most stark thought is in regards to: “Repetition and consistency make your brand easier to identify and make it easier for people to remember where you stand”. I agree that repetition and consistency create a strong brand and are largely successful for creating memory retension in target audiences. But as for what a brand stands for the audience is largely left clueless. How many people know of Google’s “Do no evil” philosophy? Sure they know the brand, and sure virtually all sectors of the professional world are relying on Google to get work done, but this has little to do with what Google stands for. Branding is in fact a quick route to losing all sense of what your company stands for as the company stands out but the ideology doesn’t.

    In Athens, GA, where I live, we have bumper stickers that say “Seriously… y’all still litter?” made by Keep Athens-Clarke County Beautiful. Is this poor branding? Their logo is consistent and repetitive around town but their adverts bolster what they stand for, not their brand. And to be honest when brand names are more recognizable to children than trees, fruits, and animals — there’s a real danger in overbranding. This is not a part of your analysis, either.

    But I don’t want to wholly critique your argument. Where I work, a nonprofit, could benefit from the lessons of consistency and repetition, particularly as we try to reach out of our niche and into a broader sphere. I just want to advise caution in these matters, and a critical perspective on what to brand, to whom, and how often.


    Lauren Gray Reply:

    Hi Matthew,

    Thank you for your comment! Repetition, consistency and *clarity* can go a long way for any brand or nonprofit. A lot of brands have a tagline and different philosophies they might not have on every single thing they publish or promote.

    I disagree that branding is a route to losing a sense of what your company is. Branding can help clarify what your company stands for, what your company means and what other brands are associated with your company. It’s clarity. It is also up to the individual company to promote their taglines and ideologies, and most companies chose not to or might emphasize that later after they have better recognition.

    For this article, we were talking about better recognition of brands, particularly PRSSA in general, because we have PRSSA National and then about 300 Chapters across the U.S. who also represent PRSSA. It’s important for all of us to have the same logo and message as a pre-professional Society.

    -Lauren Gray, vice president of public relations


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