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Your community-focused organization is not a machine. As much as you rely on technology and formulas to organize and assist the day-to-day operations, very seldom do problems arrive where there are clear black-and-white solutions. In many cases, the self-identified problems facing your organization are masking deeper brand messaging issues that can only be seen by tossing formulated questions aside with their right or wrong answers and taking a more creative and unique approach. A successful brand strategy plan should not act as a machine either, using predetermined formulas to calculate single solutions to predetermined problems. Branding is a creative process and, as such, doesn't promise or guarantee a specific outcome. Instead, we strive to develop structured processes that follow a problem-solving path that we, as creative professionals, have traveled hundreds of times. We invite each of our clients to journey down this same well-worn path with us, but what you will see, discover, and learn about yourself along the way will always be different from those who came before you. Compared to other types of data or consumer-driven companies, community-focused organizations aren't looking for an end result. There is no end to this mission of providing quality services to our communities. Likewise, the branding process is never over. It segways and evolves as your goals and capacities do. There will not and should not ever be an “answer” to your "branding problem." There should, however, be a path and structured process that your team can follow to ensure you are continuously aligned with your goals. An answer ends the journey. Our brand strategy process will most likely end with more questions than answers. What we provide instead of answers is an educated and experienced concept that says, "If we follow this trusted process, our clients will come through with a stronger sense of identity and a direction for how they can best communicate with, engage, and serve their community." Why is process so important? Because the process is the solution! You would never expect a writer to publish a biography without first interviewing and researching the subject. Nor would you expect a pharmaceutical scientist to recommend a drug treatment without first looking into the cause and symptoms of the disease. Enrolling on this journey with us will allow you and your team to look deeply at your organizational goals, the audiences you speak to, and the initiatives and promotions you undertake. It is a journey that we, equipped with our experience, insight, care, and creativity, grab your hand and guide you on. Together, we will go to some dark places, identifying the bogeymen and the dark, scary spaces. Then, together, shine a light to discover the unseen paths and doors to opportunity and partnerships hidden in those spaces. When our time together ends, your organization will be equipped with a toolbox that serves as a guide as you continue the neverending process of reaching goals and setting the bar even higher. 
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In his book “The Business of Expertise,” Author and Entrepreneurial Advisor David C Baker describes the inability we have to “read the label from within the jar.” Basically, what he means is that it's impossible for us to truly see what our outward-facing messaging is because we are looking at our environment from a completely different point of view. In our day-to-day cycle of “doing the work”, we lose the ability to shift our perspective and see what we’re producing from an outsider’s view. In branding, we call this “Brand Position.” When it comes to your community or town, you could think of this as the reputation or “vibe” that your city exudes. Examining brand positioning is a crucial first step in diagnosing misalignment between what we think we are saying about ourselves, our business, or our town and what is actually being portrayed to the public. You tend to see this disconnect more often in municipalities because there is a tendency to look inward to solve communication problems. It takes a decent amount of courage and trust to ask the questions that are needed to truly diagnose and identify what message we are sending. To get the true picture of your current brand identity, it will take more than looking within or even looking in the mirror. It's essential that we step outside our comfort level and relinquish some control to allow for unique perspectives. This can be done by creating an advisory board, inviting public input, hosting walking tours, hiring consultants and branding professionals, having candid discussions with entry-level staff, talking to investors who DON'T come to town, or customers who AREN'T engaging with your business.
Step outside of your jar. Does the label fit the contents? If not, it may be time to adjust your brand position to accurately reflect the direction that your business or community would like to be heading.
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