Is something better than nothing?

When talking about branding, I am finding that 50% of those I talk to kind of get it and the other 50% of people don't get it at all. (These are very rough numbers and no official survey has been performed.) Those that kind of get it, realize that they need to rely on an expert in the field of branding. Branding is by no means rocket science, but it does need to be done with some kind of formula.

There are many pieces that make up branding. Your logo alone doesn't cut it. Your corporate colors alone don't cut it. Your advertising pieces alone don't cut it. It takes more than one item within your corporate identity to come up with your brand. It's always better for you to control your brand, rather than having your customers or patrons determine it.

I used to think that producing something, whether it be an ad, web banner or anything that another human being is seeing, even if rough around the edges, was better than producing nothing at all. Just today I have revised my thinking and I now have a different view on this. What prompted this change? I saw a flier that was posted for a local organization. The flier was obviously a Microsoft Word wonder and didn't even have the organization's logo on it. No corporate colors and some crazy ass font choice, pulled from the bowels of a mythical creature.

The organization's name is way down at the very bottom of the piece in mouse-sized type. Meaning, it would take a little mouse to be able to read it.

So how does this flier effect this organization's brand? It severely damages it. I can't even come up with enough words to begin to describe how much damage this one flier is doing. On one hand, this particular organization seems to be working hard to create and reinvent its brand, but on the other hand, it's working against itself by producing shitty advertisements.

How does this happen? One word: leadership. Or lack thereof in this case. A weak leader will bring down an entire organization faster than the speed of light. You'll lose the good workers and be left with the do nothings. The good workers will quickly find other organizations to spend their time and energy with. It's not about money, it's not about benefits, it's about feeling like you are part of a cohesive unit. Working for the greater good and being communicated with is all your workers really need to form a successful organization.

Sounds easy, right? Now, get to communicating and see what happens when you address conflict head-on.