The Importance of Making Eye Contact

When people are confused about what branding is — which happens every day — I bring up examples like Greenpeace, MoMA and the American Red Cross to show how clear branding can help push an organization forward and how fuzzy branding can impede it. I tell them branding doesn’t start with a great logo. It starts with a focused board, staff that is well led and motivated, all pulling together on a mutual quest to accomplish a well-defined and worthy mission. When you get a sense that those who run the organization have a realistic and innovative plan, that they aren’t just spinning their wheels, that’s when you have a great nonprofit brand.