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The XYZ Factor: The DoSomething.org Guide to Creating a Culture of Impact by Alyssa Ruderman, Nancy Lublin

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FIVE

BRAND

• • •

HOW YOUR IDENTITY INFLUENCES EVERYTHING

Farah Sheikh, Former Campaigns Manager: Education

What is a brand? Is it a logo? Is it a person? Is it a product? An idea? In truth, a brand is all of those things … and more. It’s the way people answer the telephone. It’s the quality of toilet paper the company stocks in the office bathroom. It’s the way we interact with our mailman. It’s the office address. It’s the font on our website. It’s everything we do, both intended and unintended.

DEFINING YOUR BRAND

Our brand is reflected in every single initiative we pursue. Internally, our brand provides employee identity, drives our decision-making process, attracts and retains talent, and is pervasive in the office we all call home. Externally, ...

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