Which kind of persona does your nonprofit or small business project? · A stodgy businessperson in a suit and tie? · A healer with deep knowledge and a friendly bedside manner? · A data-obsessed nerd with lab goggles and a tablet (replacing the pocket protector)? · A caring neighbor with a casserole and a smile? Of course you don't actually say you are any of those things. But the words you choose say volumes about who you are. When we think about organizational branding, we usually focus on design elements: logotype, color palette, typefaces, and so on. Brand identity guides that go a little deeper specify how to talk about the organization. For example, they might say: · Write Organizations by Design, never OBD. · ...
Musings on organizational change and personal growth by Organizations by Design consultants, coaches, and guests.