In a part two of a three part series from Black Star News, the authors of this article share their interview with Christopher E. Lee, CEO of Think Inspired.
They talked with Lee and share a summary of Lee's insights into why it is important for nonprofits to know and monitor their brand.
Lee talks about the branding process, where it begins with the organization's mission and vision. The branding process includes the key individuals (internal and external) to the organization, a close look at organizational culture, and having a branding strategy.
According to Lee, organizations should have brand identity components such as a logo, official color schemes, and tagline, which will be the basis for all future, online and offline marketing elements.
Lee also shares the key elements of a branding program and answers how an organization know if its brand is working or not. Read the Entire Article
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While philanthropy, social responsibility and corporate governance all already play a role, we will probably see more powerful contributions when companies embed social innovation into their core business strategies and operations.