In keeping with “How to Add Inspiration and Aspiration to Your Brand – Part 1,” today’s post (Part 2) focuses on the second important feature of a strong brand - aspiration.
When you listen to the presidential debates and town halls, have any of the candidates shared their visionary objectives for America? These are their aspirations - policy positions in this case.
Dictionary.com’s definition of “aspiration” as it pertains to this topic:
- a strong desire, longing, or aim; ambition
- a goal or objective that is strongly desired
Of course, having aspirations is standard fare for political candidates. In order to win elections, they must share and market these aspirations to voters in inspiring ways.
However, they also risk promising too much and disappointing many. Isn’t that why the electorate today is so frustrated and angry? Too many politicians have promised the moon and stars and then cannot deliver for a variety of reasons.
So, how does “aspiration” apply to businesses or organizations?
Many charities depend on fundraising for operational revenue. But, how many could be making more money if they invested in branding?
“Branding?” many ask. “We have a logo. What else is there?”
OMG… so much more! A charity’s brand is way more than a logo, colors, font styles, and its look. It represents every single touchpoint in the organization.