By guest contributor: Jennifer Harrington, President, HATCH
I recently met with the Executive Director of a nonprofit agency who was lamenting that her organization’s most recent branding efforts had not gone as well as expected. I asked what went wrong, and her perspective was that:
- The process was lengthy and expensive, and
- She didn’t get the deliverables needed to launch the brand in the market.
What struck me was that while a metric for success for a new brand is the ability to clearly articulate the organization’s story, the metric for failure usually comes down to money not well-spent.