Developing an effective brand

Helen White states: A ‘smashable’ brand is an unforgettable brand. 

“There must be a common thread running through every element of an organisation’s branding. Consider whether your brand is consistent and whether any one element is unequivocally representative of your brand? A Coca-Cola bottle represents a smashable brand. Even if it has been smashed into smaller pieces, the bottle is readily identifiable as a Coca-Cola container from almost every piece of glass.” – Helen White in Striking the Rights Chord: Perspectives on Advancement from Human Rights Organisations in South Africa

Reference

Judge, M. and Jones, S. (eds). 2012. Striking the Rights Chord: Perspectives on Advancement from Human Rights Organisations in South Africa. Cape Town. Inyathelo: The South African Institute for Advancement.

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Author: Helen White in Striking the Rights Chord: Perspectives on Advancement from Human Rights Organisations in South Africa.Part 2 – Performing in Key.

This article is part of the series on lessons on developing an effective brand, other related articles include: 

• People buy into people
• Even non-profits need a competitive advantage
• Twenty principles of developing an effective brand