{"id":16632,"date":"2024-07-17T13:33:13","date_gmt":"2024-07-17T13:33:13","guid":{"rendered":"https:\/\/viceversa.swiss\/?p=16632"},"modified":"2024-07-17T14:01:48","modified_gmt":"2024-07-17T14:01:48","slug":"true-story-generation-z-im-corporate-volunteering-unbedingt-aber-nicht-nur-2-2","status":"publish","type":"post","link":"https:\/\/rideforlife.ch\/de\/true-story-generation-z-im-corporate-volunteering-unbedingt-aber-nicht-nur-2-2\/","title":{"rendered":"A branding Excercise"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"16632\" class=\"elementor elementor-16632\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-1ccf8943 e-flex e-con-boxed e-con e-parent\" data-id=\"1ccf8943\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-688b1152 elementor-widget elementor-widget-text-editor\" data-id=\"688b1152\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"c41 rssElem\"><p>Guest post by Seth Godin<\/p><p>My friend\u2019s organization is working with a branding studio to think about how they appear to people who don\u2019t know them well.<\/p><p>This is sometimes called \u2018rebranding.\u2019\u00a0<\/p><p>What is almost always done in practice is actually better referred to as re-logo-ing.<\/p><p>A brand is not a logo. A brand is a promise, a story and a shorthand. A brand tells us what to expect the next time we engage with you.<\/p><p>Being named Fred is not a brand. Fred is your name, not your promise. If you\u2019re an unreliable, selfish hustler, <em>that\u2019s<\/em> your brand.<\/p><p><strong>Begin with this:<\/strong> Your name doesn\u2019t have to say what you do. Starbucks, Nike, Western Union, Maya Angelou, The Grateful Dead\u2026 these are fine names, but they are not descriptive. They earned a secondary meaning\u2013the brand stands for something, because the work stands for something, and so the name is associated with that.<\/p><p>If your brand isn\u2019t doing everything you hope, it might be because your organization isn\u2019t doing the work that the brand could or should or might promise it does.<\/p><p><strong>Clarity matters:<\/strong> Being specific and consistent and clear in what you do and what you stand for is challenging work, but worth it. It requires less compromise and a willingness to walk away from all the soft edges that the committee might be insisting on.<\/p><p>We know what the Bat Signal means. We know who\u2019s going to show up, what he\u2019s going to be wearing and what will happen next.<\/p><p><strong>Understanding vs. action:<\/strong> Is it possible to be more clear in your name and public statements so that it\u2019s really obvious what you do, so that more people would understand? Of course. We could change Louis Vuitton to \u201cReally expensive bags for socially insecure people,\u201d but I\u2019m not sure it would increase sales.<\/p><p>Given that your project isn\u2019t for everyone, the goal isn\u2019t for everyone to understand it. The goal is for people who might take action to understand it enough that they will take action. Every great brand that I know of has as the unspoken next line in their brief: \u201cThis might not be for you.\u201d<\/p><p><strong>What will I tell my friends?<\/strong> It\u2019s not easy for me to talk about the work of Mihaly Csikszentmihalyi simply because I didn\u2019t grow up knowing how to say his name. But it\u2019s not simply the spoken logo that matters. When I tell the others about what you do, do I feel smart or stupid? Can you establish the conditions where sharing your core ideas and mission is tempting, generous and affirming for the people you need to have talk about it? If your name or logo get in the way of that, please change it.<\/p><p><strong>Who is this for?<\/strong> What do they believe, what do they wish for and treasure? Ignore the others.<\/p><p><strong>Where is the tension?<\/strong> What will happen if I don\u2019t do something right now? What if I keep quiet? What is imminent, what will I miss? The default is the status quo, the standard response is, \u201cmaybe later.\u201d If you don\u2019t create tension, there will be no change.<\/p><p><strong>Are you building a culture?<\/strong> \u201cPeople like us do things like this.\u201d<\/p><p><strong>No one ever bought anything on an elevator.<\/strong> Your pitch isn\u2019t designed to fully explain what you do or even to make the sale. Your ride on the elevator only exists to make it more likely that someone will follow you out of the elevator asking you questions about what you do.<\/p><p>Knock-knock jokes teach us a lot about all of this. If we say \u201cknock knock\u201d to someone we have permission to share a joke with, they will say \u201cwho\u2019s there?\u201d Interactions ensue. On the other hand, if you\u2019re running around insisting on telling jokes to strangers, you\u2019re being annoying. And the best lesson is: If you\u2019ve ever heard one of these jokes, you definitely didn\u2019t hear it from the person who made it up. Ideas that spread, win.<\/p><p>I don\u2019t care about your logo, really. Few of us do. If you don\u2019t believe me, look hard at the logos for Starbucks, Neutrogena and Hermes. It really doesn\u2019t matter. It\u2019s fun to be a pirate (they have a great logo) but it\u2019s better to do work that we care about, work that people honor and share.<\/p><p>Branding agencies serve a useful purpose\u2013they cause the client to pause and answer hard questions. Making it look good doesn\u2019t really matter.<\/p><\/div>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Guest post by Seth Godin My friend\u2019s organization is working with a branding studio to think about how they appear to people who don\u2019t know them well. This is sometimes called \u2018rebranding.\u2019\u00a0 What is almost always done in practice is actually better referred to as re-logo-ing. A brand is not a logo. A brand is [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-16632","post","type-post","status-publish","format-standard","hentry","category-unkategorisiert"],"aioseo_notices":[],"jetpack_featured_media_url":"","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/rideforlife.ch\/de\/wp-json\/wp\/v2\/posts\/16632","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/rideforlife.ch\/de\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/rideforlife.ch\/de\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/rideforlife.ch\/de\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/rideforlife.ch\/de\/wp-json\/wp\/v2\/comments?post=16632"}],"version-history":[{"count":4,"href":"https:\/\/rideforlife.ch\/de\/wp-json\/wp\/v2\/posts\/16632\/revisions"}],"predecessor-version":[{"id":16636,"href":"https:\/\/rideforlife.ch\/de\/wp-json\/wp\/v2\/posts\/16632\/revisions\/16636"}],"wp:attachment":[{"href":"https:\/\/rideforlife.ch\/de\/wp-json\/wp\/v2\/media?parent=16632"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/rideforlife.ch\/de\/wp-json\/wp\/v2\/categories?post=16632"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/rideforlife.ch\/de\/wp-json\/wp\/v2\/tags?post=16632"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}