Education and non-profits are truly in “the people business”, or, as I sometimes say, “the relationship business.” Your products are social goods, improved educational opportunities, the future workforce, the future leaders, and more–each of which come in different colored, sized, and shaped packages. Our brands are not as easily identifiable as Pepsi’s, Nike’s, Apple’s, or Ford’s, but yet at the same time, our public school brands are shaky because they rely upon the overall strength of the statewide and national public school brand–even if our neighborhood schools are strong. And, unless they’re Goodwill or the United Way, non-profits’ brands often get muddled with those of organizations with similar names or missions. Who’s going to differentiate your organization’s brand from others? You–not behind a computer, but in a face-to-face meeting with those you need to influence.
That’s why face time still matters.
