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b2ap3_thumbnail_t_longfellow.pngTerri Longfellow Fuller is creative director and owner of Red Berry. She is an award-winning creative who likes to produce work that is beautiful and relevant. She has served a diverse group of businesses and nonprofits with projects ranging from motion graphics for the Oprah Winfrey Show, to complex design packages for Turner Entertainment, to streamlined campaigns for small organizations.

 Part One: Define your brand at the start >

Two Secrets to Effective Branding - Part Two

Secret #2. Make it all match.

Truly! I’ve built an entire career around the concept of consistency. From online content to the lobby décor, every interaction with your client differentiates your brand. Visual or verbal contradictions can confuse your customer, thus diminishing your business.

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Check out my guest blog post over at Red Berry Creative!

I once had an executive director who was very clear about what she wanted. That was great when it came to knowing her expectations. The downside was that she was convinced that if she didn't want it, neither did our constituents. She didn't "get" blogs so we didn't have one. It took almost a year to get the OK to start an e-newsletter which eventually became the primary communications channel for the organization.

I've worked with other "powers that be" who thought professional writing had to be academic, dry, and full of jargon. Or who wanted to have nothing but naval-gazing, organization-focused content of interest only to insiders ...

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When Don Draper is on his game, he's the best there is. He would have been a hell of a fundraiser. You're probably wondering how a guy who would say "What you call love was invented by guys like me to sell nylons," could possibly have the right perspective for nonprofit work. I'm not saying we need to start drinking, smoking, and cheating on our significant others. I'm saying that Don really gets what speaks to customers (donors for us) and he knows it.


"There's the rare occasion when the public can be engaged on a level beyond flash if they have a sentimental bond."

Don's carousel pitch is all about engagement. (He made Harry cry! But in a good way.) If this had been a major gift ask, the check would have been written before the last slide popped up. My only quibble is that engagement doesn't have to be a rare occasion – we cultivate it all the time!

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