Danger of Misalignment

The Anarchy of Misaligned Core Essences, Brand Promises, and Target Audiences

Brand alignment is more than designing and synchronizing the Rotary logos, annual themes, mottos, and creeds. Brand alignment means harmonizing the organization’s core essence with its brand promise (the thoughts, feelings, and images the organization’s brand delivers to its target audience.) This alignment is vital in ALL interconnecting relationships, but especially when interconnecting with target audiences - those who fund the organization’s operations.

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