There’s a great joke from an old Reader’s Digest magazine: Cruising through Texas, a tourist asks a cattleman the name of his ranch. “It’s the Bar Seven, Double-O, Rocking J, Flying M,” said the rancher. The tourist responded, “Do you have a lot of cattle?” “Nope, he said. “Not too many survive the branding.” It’s not that different in some organizations. Remember, branding is a tool to help you tell your story more effectively. It brings clarity to your message, and helps establish a strong identity in the minds of your customers, donors, or audience. But the truth is, if you don’t have a great product, or create original content, then all the branding in the world won’t help.
The greatest brand of all comes from having a powerful, compelling, and original product, organization, or idea.