From Unknown to Unforgettable: How Strong Branding & Strategy Makes the Difference For An Organization
This Week …
Breaking Down Why Some Organizations & Brands Are Well-Known
Before We Go …
1. What Drives Brand Recognition?
Scenario: Two organizations are created around the same time decades ago. Both do amazing work and serve a similar type of audience. One is well known; the other is not. Why? It's like the old saying: "If a tree falls in a forest and no one is around to hear it, does it make a sound?" The same goes for organizations. No matter how exceptional the work, if an organization doesn’t have visibility, it risks being overlooked. To maximize impact, an organization must not only do great work but also ensure its efforts are recognized and known.
Here’s a list of key factors that could contribute to an organizational name becoming well known in a positive way:
Leadership
Leaders, at the Board of Directors and adminstration level, deeply understand organizational awareness does not happen by accident. Organizations must have a strategy for brand awareness and brand recognition. The core function is how an organization strategically positions themselves to be top-of-mind in their community (field, industry etc.)
Brand Fundamentals
It is imperative that organizations have authentic and accurate brand components to clearly and simply explain the reason/s for the organization to exist. Key components include vision, mission, values, elevator pitch, visual symbols (logo), tone, audience/s, and history.
Strong Brand Story
A compelling narrative and consistent visual identity connects the organization with its audience/s. It helps communicate the value proposition, build a sense of connection, and create a clear understanding of the brand.Internal Communications
Intentional internal communications practices should start with onboarding and continue consistently throughout the year. When employees are empowered with a strong understanding of the brand story, vision, and mission, they can connect their work to the organization’s purpose and communicate that message effectively both internally and externally. All organizational work should tie back to these core elements, reinforcing alignment and unity across the team.
Integrated Marketing Communications Strategy
Ensure all forms of communication and messaging are unified across channels to create a consistent brand story. By aligning advertising, public relations, digital marketing, media releations and other efforts, IMC maximizes impact, strengthens brand identity, and drives clear, cohesive engagement with target audiences. (Repetition, repetition, repetition…)Memorability
The organization’s name is easy to remember, pronounce, and spell, making it more likely to stick with key audiences and general public. The name should also clearly explain what the organization does. Avoid “riddle me this” names.Positive Customer Experience
High-quality products or services lead to positive associations with the organization, increasing word-of-mouth recommendations and customer loyalty.Strategic Partnerships & Endorsements
Collaborations with influential partners or endorsements from trusted figures can raise the brand’s profile and credibility. A good example is a guild of volunteers who can help play a role in raising awareness, funds, and support for an organization.Innovation
Innovative products, services, or ideas associated with the organization can establish it as a thought leader and subject matter expert.Community Engagement & Events
Positive involvement in communities, through social responsibility or local initiatives, can enhance the organization’s reputation and expand awareness.Measurement
Commitment to measure the organizational work and clearly report outcomes to key audiences.
These factors, when combined, create a foundation for an organization to become well known and positively associated with attributes like quality, trust, clarity, consistency, and value.
2. Before We Go …
A/B Time Testing Update:
Last week, I was deep in client work and did not hit the schedule button to launch The EO Report at 10am. Whoopsie! What happened with readers?
Sending The EO Report at 10pm vs. 10am had a small benefit with increased open rate and increased clicks on links from the previous month’s newsletters.
Bottom Line: There was no downside in terms of the two key measurements. I am still looking to see if there are any other interesting stats to share.
Thanks for reading, night owls and morning birds!
Signage: The Hill: Do campaign yard signs even make a difference?
The first U.S. presidential campaign merchandise dates back to the 1828 race between John Quincy Adams and Andrew Jackson, with political posters and signs becoming more popular in the following years.
Studies have shown that when it comes to down-ballot races — usually non-presidential, like school board or a county-level representative — it’s important for the candidate to build name recognition.
Campaign yard signs may not necessarily sway an election — research has shown the placards could make a difference of between 1 and 2 percentage points