Everybody Brands

When communications consultants say things like, ”Nonprofits don't want to do the work that we need them to do and they don't realize how important strategy is;” and nonprofit leaders say, “Strategic planning is not helpful and annoying and takes up too much time,” it's time for an intervention.

Just how important is strategy, and why is it the first principle in Aespire’s Clarity Credo for purpose-driven brands and culture?

If you’re a board member or nonprofit leader, this two-part episode of Everybody Brands is one to which you need to listen.

This episode of Everybody Brands is a conversation between host Brian Sooy and Sarah Olivieri from Pivot Ground. Sarah is a nonprofit strategist with a passion for helping organizations thrive in the digital age.

Sarah introduces us to her business framework, the Impact Method, that gives you a strategy in less time. We take a step back and talk about how the impact method helps organizations that focus on strategy nurture trust with the people they serve and the people that they're asking for support from.

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Does your brand inspire and engage people? Why not? If your vision and values aren’t clear and communicated at every touch point, people forget why your brand matters.

The Clarity Principles are for people focused on growing their company with a culture that attracts and retains customers and talent. The 12 principles of the Clarity Credo are essential values to help you align purpose, communications, relationships, and leadership.

In this episode, we talk about the four dimensions of communications and culture and explore how the 12 principles help you nurture a brand and culture that inspires people.

“Upholding our brand truths is everybody’s responsibility. If we’re
not aware of what our brand represents and if we don’t communicate it
clearly, people will fill in the gaps with what they believe—whether
it’s true or not.”

To download the free Clarity Credo poster mentioned in this episode, subscribe at Aespire.com.
Read the original transcript of this episode at blog. Aespire.com

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Trust is a brand asset for which every employee, from the CEO to the front-line team, is responsible. Trust is reinforced when people act and speak in a manner that is consistent with an organization's values, character, and culture. The challenge with trust is that you cannot buy it or force customers to believe your organization is trustworthy. Your brand must work to earn trust. Every interaction is an opportunity to build relationships and nurture trust. In this episode, I explore how being trustworthy impacts major brands like Facebook and Marriot, and how trust will help your organization grow by being more appealing to employees and customers.

Read more at Aespire.com

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Your brand embodies the purpose, mission, values, vision, message, and impact of the organization. Leave one out and people fill the gap with what they want to believe. Are you willing to risk that? Understanding how a story works toward making your brand and organization’s personality more believable is essential to unlocking the power of purpose and the potential of your narrative. When we tell ourselves stories about our experience, we are trying to figure out what the brand or organization means to us or how it improves our lives.

Read more at Aespire.com

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Brian Sooy and Marty Neumeier discuss “The Brand Flip,” a whiteboard overview of how customers now run companies, how you can profit from it and create more loyalty with your customers. "The Brand Gap." "Zag." "The Designful Company." With each new book, Marty Neumeier re-defines the role of brand and its influence on your customers.

The Brand Flip defines how your customers influence (and own) your brand. As often as brand managers and communications like to think a brand is all about an organization (it's not), Marty's insights and experience prove we have a long way to go in truly understanding the discipline of brand management.

Read and download the transcript from Aespire.com

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Let’s cut to the chase: if your communication initiatives don’t directly align with the objectives or focus from your strategic plan, you’re merely doing busy work. You’re in possession of a to-do list disguised as strategic communications.

If you are a smart marketer or business owner who wants to make the best use of your time and limited resources to help your organization communicate, raise awareness, and increase revenue, you can apply these three rules for converting strategy into action.

Read more at Aespire.com

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Todd Henry teaches leaders and organizations how to establish practices that lead to everyday brilliance. He is the author of three books (The Accidental Creative, Die Empty, and Louder Than Words) which have been translated into more than a dozen languages, and he speaks and consults across dozens of industries on creativity, leadership, and passion for work. His book Die Empty was named by Amazon.com as one of the best books of 2013.


His latest book, Louder Than Words, is about how to develop an authentic voice that resonates and creates impact. In this interview, Todd and Brian Sooy talk about impact, why a manifesto is more compelling than a mission or vision statement, and how empathy for your audience helps you connect most effectively with those you're creating for. Visit causemanifesto.com for more resources and content like this.

Read more at Aespire.com

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• Download a FREE POSTER to transform your culture and help
  you apply the 12 principles of the Cause Manifesto from Aespire.com.
• Lead your team better when you read the top-rated book for building culture through mission-driven communications.

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