Every brand journey starts with a Branding Groundwork session as part of my Brand Recipe process. We dive down deep into how an organization is perceived, both now in this moment in time and how we would like it to be perceived in the near future. Then compare and discuss. We want a truthful starting point at which to build an authentic brand - both positive AND negative perceptions to be aware of, and dispel.

The community-based nonprofit I'm working with in the example above has some branding challenges, but they are also aligned in their vision and full of energy and conviction. They are on the right path.