Everywhere, every time. No, really.

I was talking with a group at a conference recently about the value of a strong visual impression, a good brand. I have often talked in this blog about the value of branding and co-branding with strong partners. This is a tremendous asset for nonprofits and corporations alike. Many nonprofits undervalue their brand when negotiating partnerships – this is seldom a lack of confidence found among for profit companies.

To my amazement, the group at this NPO conference had not considered their brand or their partners’ brands as an issue of consideration. They rarely use the logos and images available to them. Sometimes, using odd and disconnected images in place of the logo… which seems to be a lot of work to take the long way around one’s backside to get to your own elbow.

When asked about the right time and place for using the brand, I told them “everywhere, every time.” There was a bit of laughter and a few nods of agreement so I said again: “really, you need to you it everywhere, every time.” Without consistency, a brand has little value.

So, the next time someone asks you about repeating and reinforcing your company or NPO message, just remember: EVERYWHERE, EVERY TIME.” Easy to remember and worth its weight in gold.