Branding Best Practices and Pitfalls to Avoid
Best practice No. 2: Interim positioning. Organizations can use an interim brand position when moving to a new brand. Shaw recommended considering the limits of the current brand when developing a strategy to use an interim brand position.
Best practice No. 3: Stepping aside from the competition by redefining the playing field. Branding tactics help break cycles of donor habits, and subtle brand elements can help an organization net three to four times the revenue of its nearest competitors.