Photo Credit: © Can Stock Photo / serrnovik
It seems that in parks and recreation there is a misconception—or perhaps just a different definition—of what the word “brand” is and how it affects an organization. I often hear that organizations want to brand a program, service, or project, or they need to re-brand their organization with a new logo or slogan. While that’s certainly one definition of branding, I am referring to an organization’s core—what it stands for, and how it is perceived.
Logos, slogans, and even programs are marketing tools that further this perception, but they are not an organization’s brand. Another important issue in misunderstanding the definition is that a brand affects the internal networks and operations of an organization as much as it affects external ones.
Some Basic Questions
If you are thinking to yourself, “Uh, oh, we don’t have a brand,” don’t worry because you definitely have one. One of the great things about a brand is that it develops, no matter what. To oversimplify this in hopes of a better understanding, think about how your friends perceive you. What actions do you take to earn this perception? Maybe you are the favors-friend who never says “no” to a request, no matter how big or small; or you are the free-loader-friend whom everyone loves to have around, but who never seems to have a wallet when the check comes. Many factors play into how you are perceived. The same goes for an organization.