ProSpeak: Branding as a Living Organism

The core of the brand is the value that is not open for negotiation. It is what the leadership is not ready to compromise on and the experience that those who enter the organization’s universe need to experience. As the organization evolves, there will be guidelines on logo placement, color palettes, press releases — but first be clear on how you define yourself and the emotional transaction that people will have. Accept and embrace the fact that your organization is a living brand.

Knowing yourself means that your brand can be fluid, open to debate and yet have the confidence of knowing where it is going to land at the end of that challenge.

Carl Sylvestre is principal of Carl Sylvestre Consulting.