“(Branding is about) … fetishizing really very basic consumer goods and putting them up on a pedestal and making them stand for things that they just don’t stand for. They don’t deliver.”  Naomi Klein, author of the book “No Logo”.

In “No Logo - taking aim at the brand bullies” Naomi Klein writes that if branding just means spending huge amounts of money promoting horribly overpriced products then it really is just about harmful festishes.  It is about push not pull - foisting things on people that they only want in order to follow the pack. Things that they definitely don’t need.

A few examples fit Naomi’s rule. But branding is not all about creating false expectations. Good brands are solid and powerful, not fake. We all have brands of our own and brands we rely on - whether or not we like to admit it, or even realise it. 

At Public Aspect we see evidence every day in our work that strong brands mean effective communication.  They are a crucial part of making a difference.  We have helped companies ranging from DuPont and Mazda to Oxfam and the International Code Council to better understand and communicate their brands.  We dig down below the superficialities of “brand attributes” to help organisations towards a deeper understanding that allows them to connect better with their audiences. 

We can help you with branding too. Here are some examples of what we do:

• Research to help you understand what your brand stands for to the public, opinion formers, funders and donors, service users and staff
• Communications workshops to translate the research findings to use in PR and advertising campaigns and/or to engage staff
• Training on the basics of branding and marketing

Good branding can raise an organisation’s profile, funds and morale. 

For more on brands and what they can do for you, please call us or download our report - Branding - good or bad?