What do you picture in your mind when you hear the word "Nike?"

Very likely it's the simple shape known only as "swoosh". The "swoosh" is an "instantly recognizable symbol" - the ultimate example of effective BRANDING. The brand says it all; simple, strong, fast. Successful organizations establish their brand so clearly that they, like Nike, don't even need to print their name. Want proof? Take the Branding Quiz

Public sector agencies and programs benefit from strong branding as well. Who doesn't recognize the pink ribbon? Utilizing a strong brand positively affects your ability to raise awareness and in many cases move your target audience toward desired behaviors.

Effective branding gets your program and its mission recognized and remembered. You build familiarity and trust in your brand by consistent delivery, both in style and substance. The pink ribbon stands for the fight against breast cancer, whether it's on a t-shirt, brochure or 18-wheeler. Pin a pink ribbon to your lapel and you send a message (I support the fight against breast cancer) without saying a word. You wouldn't feel so comfortable wearing that pin if you weren’t sure what it meant, or worse, if it gave you a negative vibe.

KAT recently worked with the National Association of Community Health Representatives and the IHS's National CHR Program to develop an identity for a national triennial conference. Utilizing similar and now familiar colors and textures, we further developed the look for NACHR's subsequent newsletter and website. While the NACHR brand is more of an overall design than a single symbol, repetition and consistent use of their new branding will clearly identify them to their national member base and associate organizations.

Establishing a trusted brand keeps your program from being forgettable to the people you need to reach. It enhances your ability to communicate with your audience, and increases your potential to raise awareness and affect change.

You can make a difference. Now tell the world who you are and what you do by developing your brand into a mark of excellence.

Want proof?

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