Josh Miles, author of "Bold Brand" and principal at Miles Design,

believes the #1 mistake nonprofits make is not thinking of their

audiences as consumers. He takes us through his branding process of

Discovery, Objectives, Positioning, Identity and Delivery, and explains

that understanding who you are and aren't is how to get to the heart of

brand essence.–Originally recorded for Achieve Access, May 2014 Webinar–