Marketing for Good

“Brand identity” is the combination of consistent visual elements that are used in your marketing materials. A basic brand identity kit consists of a logo, business card, letterhead, and envelope. It can be extended to include a Web site, brochure, folder, flyer, or any other professionally designed pieces.

Having a brand identity is extremely important to your business’s success. However, many business owners have misconceptions about brand identities that can damage their businesses. Here are three myths that can bring your business down.
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P&G, Others Emphasize ‘Purpose Branding’ in Midst of Economic Crisis

By Natalie Zmuda

Published: October 13, 2008

BATAVIA, Ohio (AdAge.com) — You might expect that cause marketing would be the kind of intangible, feel-good advertising to get axed in a recession. Instead, quite the opposite is true, as major marketers, from retailers such as Sears, Target and OfficeMax to package-goods players such as General Mills and P&G, find that cause efforts actually help persuade weary consumers to spend.

OfficeMax’s ‘Day Made Better’ program aids teachers.

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Most companies and organizations would agree that marketing is important. Unfortunately, that agreement is usually followed up with, “but it’s not an urgent need right now” or “we’ve tried a few things, but none seem to work.”

Effective marketing is all about
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We recently held our annual event which was titled, Be Inspiring: Moving People To Action Through Powerful Stories at ArtsPlace in downtown Lexington.
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I have been working on a new executive summary for several months. It has been a monumental task to simplify our work and focus down into just a few paragraphs. The idea of an Executive Summary is to capture the essence, the heart of who you are and what you do.
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Have you every really thought about it? What drives you to work? Is it money? The type of work? The purpose of the work? Or just plain necessity?
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The following excerpt from a Fast Company magazine article was one of the key elements in causing me to commit to working in this sector. Fast Company is the magazine for a generation of business leaders with high expectations for their companies — and even higher expectations for themselves. After reading this article, I hope you will catch a vision of the opportunity before us.
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In order to go from simply surviving to thriving, you must have access to capital and attract highly qualified personnel. Yet, many leaders find that simply paying your regular operating expenses drains your finances and leaves you holding your breath at the end of each month. How do you break this cycle? With constant requests for your constituent’s resources, how do you compete?
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Sometimes, you have the right words to capture a thought and communicate it. Yet, at other times, it is best to use some else’s words to communicate what you are thinking and feeling. I feel like the following two paragraphs from Growing Opportunity: Entrepreneurial Solutions to Insoluble Problems from SustainAbility capture the heart of what I would say is my underlying motivation for working in this sector.
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How do you approach the world’s problems? As you browsed the morning newspaper, when did you last feel a sense that the world was becoming a better place? That the forces propelling the future were on the right track? That the power of imagination was serving those with healing ideals rather than those with darker agendas? Overwhelmed as we are by images of bad news, it is easy to tacitly embrace the notion that humanity’s only possible trajectory is downward.
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