By Toni Parras, Communications Professional, toniparras [at] yahoo.com
I know, it sounds like the title to a self-help book, but it’s true. I’ve seen it time and again – organizations expend vast amounts of resources to promote themselves before they’ve even cultivated and internalized their image within their own organization. In this age of fast, and often social, media demands, it may be that we are rushing headlong into campaigning without fully understanding what it is we’re promoting.
Branding is not just something for big corporations like Coca-Cola and Microsoft. NGOs – whether in the marine or terrestrial realm – have to think about their image beyond simply having a nice logo. Their image, values and messages must be well-integrated into the organization's operations and staff’s mindset.